Today, most brands are aware that they can stand out from their competitors by ensuring they are easy to deal with and by understanding the end to end user experience.
However, business processes are typically put in place to achieve what the business needs from an interaction, often without taking into account what the customer needs or the effort both they and the support agent expends in reaching a resolution.
When supporting customers, agents are often constrained by the processes and systems in place. As a result, customers may find themselves jumping through hoops in their search for a resolution, as the agent is directed to gather information that the business needs but does little to help the customer resolve their issue.
Equally, the customer may be led through unnecessary steps as agents follow a script that does not identify what the customer is looking for.
Through effective human analysis and acting on the insights obtained, effort can be reduced, and friction, on all sides – making the process easier for the customer, the agent, and the business.
It is possible to identify what processes are being followed, what the systems are requiring agents to do, and how this is impacting on the customer journey.
SYKES developed Insight Analytics to provide a very human view to understanding customer contacts.
By measuring 60-100 elements of a sample of calls, emails, chats, etc. each study assesses how effective they are, and how the level of effort required by both agent and customer can be improved. This, in turn, identifies opportunities to reduce time and improve satisfaction.
And by measuring positive and negative mood changes, and calibrating those changes against conversational and transactional styles, the optimum communication style can be identified and adopted.
This looks at the appropriateness of answers offered, and the knowledge agents have of the product they are advising on. From these insights training for agents can be improved.
Based on fully understanding customer and agent experiences, process redesign can take account of both the starting and expected end points – what outcome is wanted? What does the customer want? How could the process be made easier for all? Once this is established, and working backwards, the steps needed to deliver these outcomes become the process.
It’s therefore a constant process of contact improvement, first to understand call flow and drivers, second to measure quality and satisfaction, and finally to examine how certain processes could be automated or better handled by a self-service solution. All combine for better customer experience.