Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier, from awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.
Customer experience (positive, neutral or negative) can also simply be generated from an individual experience over one transaction.
Ensuring that your company generates positive customer experiences is of utmost importance! A survey in 16 countries, conducted by Alcatel/Lucent subsidiary Genesys, titled ‘The cost of poor customer service‘ highlighted that poor customer service, which therefore results in a bad customer experience, costs financial service companies, cable and satellite TV providers and telecommunications companies over $338.5 billion annually in lost business. All of these industries spend billions of dollars measuring internal systems, but not actual customer experience. If only one part of the internal system fails, the customer sees overall failure. Traditional business intelligence (BI) systems will not highlight these failures and therefore fail to measure the customer’s view of the service provided.
In order to really measure customer experience thus correcting BI system flaws you must assemble and end-to-end view. The results of doing so will encourage high quality customer self-service, reduced customer churn, lower operating costs, improved ARPU (average revenue per user) and long term customer loyalty.
Products like CR-X offer the ability to collect all of the individual interaction events such as;
- Initial Contact via Call Centre, IVR or WebProduct, Service or Repair order processing and confirmation
- Product or Service Provisioning
- Activation and successful first billing
and ‘stitch’ them together in an Operational Data Store (ODS). This process will highlight individual events (triggers – exceptions), aggregate activity that breaches acceptable thresholds and allow you to monitor total customer experience. This in turn will provide the opportunity for continuous process and behavioural improvement and ultimately provide you with the raw material to gain a real insight into your customer experiences be that positive, neutral or negative.