To deliver the best possible customer service journey, businesses must implement simple, effective processes that meet the needs of customers and the organisation.
But processes are typically put in place to serve the business, with little insight into what customers experience as they interact, or what really works from their perspective.
Every process has steps and, when first implemented, these will be entirely appropriate when it is new. But things change over time and, when they do, steps are amended or new ones added rather than redesigning the process.
When regulations change, for example, the legal department might need to add or amend steps to comply. Or Marketing might include a call to action to capture a new piece of customer information. These changes can make what was originally an effective, efficient process into one that’s rather more complex, that feels bolted together.
By conducting an Insight Analytics (IA) study on customer/agent support interactions, an in-depth understanding can be gained of all steps involved, including the whole customer service journey. This reveals what experience the process actually drives, in comparison to what the business thinks it is.
How do we harmonise the individual components to support the customer?
By studying interactions, the team identifies complexities and inconsistencies within the customer journey. For example, by assessing 60-100 elements from a sample of calls, emails, chats, etc, analysts assess, what level of effort is required by both agent and customer, how effective the processes are, and how they can be improved. This, in turn, identifies opportunities to reduce time and improve outcomes and satisfaction.
Another example of improvement would be the thousands of customers calling to resolve the same problem, which agents are able to fix every time. We must consider if it is necessary for the customer to speak with an agent at all, or is there a simpler way? Insights can be used to guide changes to the device so the problem doesn’t occur for new buyers. Or the relevant self-service information could be made more accessible and understandable so customers can find it easily and self-serve, without needing to speak to an agent?
By taking every perspective into account, IA helps create a process that is simpler and more streamlined, giving everyone what they need without the process feeling disconnected or bolted together.