7 passos para navegar no ambiente de CX em mudança

A pandemia está a obrigar as empresas a repensar a forma como abordam e investem na CX

Há anos que os líderes empresariais estão a virar-se para a tecnologia para melhorar as interações com os clientes, mas a pandemia colocou a transformação da experiência do cliente (CX) sob pressão. Os líderes da CX estão a ser obrigados a repensar a forma como abordam e investem na CX.

CX is critical to every business, but before the benefits of a successful CX strategy can be felt, business leaders must be capable of quantifying and measuring CX. Customer satisfaction (CSAT), net promoter score (NPS) and customer effort score (CES) are important KPIs, but because they do not directly translate to cost savings, these metrics often do not resonate with executives outside of their organization.

Existem três áreas principais para medir de modo a demonstrar como a CX impulsiona os resultados dos negócios: 

1. Criação de receitas
2. Contenção de custos
3. Economia de custos

The third area—cost savings—is where the ebook How to Prioritize CX in a Cost-Cutting Environment places its focus. CX leaders must be able to draw a clear line between CX initiatives and cost savings in order to succeed in a cost-cutting environment.

Construir um caso de negócios para CX

Para navegar com sucesso no cenário da CX em mudança, existem várias etapas que deve ter em atenção para criar um caso de negócio eficaz. Começa com o desenvolvimento de uma compreensão dos “custos do cliente” e como utilizá-los para criar um modelo simples de benefícios e ROI que impulsione o seu negócio:

• Passo 1: Understand interaction trends.
  Interactions between customers and agents generate rich data that is stored in the contact center. Analyze and develop an understanding of these trends.
• Step 2: Assign costs to these trends.
  Assign a cost to each of these interaction types by multiplying the number of calls by the cost per call.
  
• Step 3: Get to the “why.”
  Once common trends or themes for calls have been identified (step 1), it’s important to understand the root cause of why they persist.
  
• Step 4: Design an action plan.
  When you’ve identified the root causes of common customer issues, create an action plan to address them.
  
• Step 5: Make reasonable assumptions.
  After developing a bird’s eye view of common customer problems and identifying the root cause for each, prepare a reasonable assumption as to how many of these problems can be solved (thereby reducing the total amount of calls coming in).
  
• Step 6: Establish the projections.
  Now, it’s time to calculate the potential benefit of solving these common customer problems by reducing the frequency of incoming calls related to them.
  
• Step 7: Measure the impact.
  Finally, measure the impact after putting this plan in place.

Embora a duplicação dos benefícios da CX e associá-la a ROI mensurável sejam os primeiros passos na construção de um caso de negócios convincente e justificável para o investimento contínuo em CX, só podem levar uma organização até um determinado ponto sem a tecnologia certa implementada.

If you want to learn more about each of these steps and how to build a quantifiable business case for CX—as well as how to identify and adopt the right technologies to execute on it—download the How to prioritize CX in a cost-cutting environment ebook.