Everyone Wants To Improve CX, But What Does That Mean?
We’ve spoken with business leaders in every department at multiple organizations and found out what’s important to their CX initiatives.
By RYAN McCOLGAN
Customer experience is vital to every dimension of business in the age of the customer. We are all trying to improve CX, but what does that improvement really mean? Every department in an organization sees things a little differently. CX covers a lot of ground, but the Zappix team works hard to make sure we’re listening to the different CX needs at different roles of the organizations we work with.
IT leaders need CX solutions their tools and applications can integrate smoothly with. They value products they can iterate on quickly and easily. The marketing department wants a slick solution that looks nice and functions fast so they can show off the improvement to prospects and customers. Contact center managers want the speed of interactions to increase, while also managing the strain on their live agents. Across the board, CX is a critical opportunity for growth, but each of us has our own interests and goals highlighting a different aspect of the experience.
“Across the board, CX is a critical opportunity for growth, but each of us has our own interests and goals highlighting a different aspect of the experience.”
Here’s what we’ve found business leaders actually mean when they talk about improving the customer experience:
Heads of Contact Centers
These leaders have two important factors pushing them towards CX improvement: taking care of their live agents by reducing burnout and solving customer queries as efficiently and effectively as possible. Their teams work tirelessly every day interacting with what are usually tired, frustrated customers calling in because of common problems. When an annoyed customer calls complaining about a basic problem with a simple solution, it’s usually the customer’s first time learning of the issue, but it might be the agents’ eighth interaction on the topic that day. These routine, repetitive calls can grind on agents’ nerves. As people, we aren’t built very well for mindless, systematic activities. Agents can quickly burn out if they’re left in this cycle. Luckily, repetitive, routine tasks are what robotic process automation (RPA) does best.
With Zappix Visual IVR containing these common calls, agents are left with only complex subjects where their knowledge of the product and expertise in human interaction make a real difference. Making sure live agents receive more interesting and engaging calls reduces burnout, but RPA also executes these repetitive solutions faster than agents can. Visual IVR collects all the necessary information from customers and RPA bots implement a personalized solution in milliseconds when an agent might have taken multiple minutes to enter all the customer information into the appropriate form or program.
Chief Marketing Officers
CMOs are tasked with how customers perceive their company, but the CMOs themselves also have a unique view of where their company can improve and advance for the future.Visual IVR works with both of these interests. Powerful, user-friendly visual interfaces are built to look nice and be easy to use. Customers can instantly see and feel a difference in the experience compared to the customer service they experience with other businesses. Implementing Visual IVR can make an instantly positive impact on how customers perceive any company.
With a commanding view of the business, CMOs are also afforded the ability to perceive many uses for Visual IVR. These leaders know all three phases of customer experience: pre-purchase, the purchase process, and post-purchase support. CMOs can see how Outbound Engagement can entice customers pre-purchase, and promote new incentives to draw them into the purchasing phase. They recognize the value in visual purchasing menus providing the ability to cross-sell and up-sell customers who’ve already bought into the value their business offers. Visual IVR and RPA make a great impact on post-purchase support, but offers value in every phase of the customer lifecycle.
Chief Technology Officers and IT Leaders
Leaders in roles like CTO and CIO understand that the user experience with Visual IVR can improve and enhance their voice IVR solutions, but they’re concerned with what the transition to new systems will look like.
Technology leaders focus on how quickly new solutions integrate with their current platforms, and how fast new iterations of these solutions can be created and implemented in the future. Since they’re responsible for getting things working and keeping them working well, they’re more concerned with avoiding challenges in integration or performance issues. Adding shiny new technology to a company’s CX is great, but only if it can actually be implemented well.
Zappix Visual IVR is compatible with every voice IVR platform on the market and won’t get in the way of current systems.
Not only is it easy to integrate, Zappix has made sure once Visual IVR is in use, it can grow and improve with business needs. CTOs and CIOs love the advantages Zappix brings to Visual IVR with the web-app editor, an intuitive interface that makes editing the visual menus and connecting APIs to run RPA bots straightforward and simple. Visual IVR simplifies the customer journey, but the Zappix web-app editor simplifies the employee journey with visual interfaces and simple forms as well. Like Wix for web-apps, the editor puts the power straight into employees hands, giving managers the ability to instantly update menus without needing any back-end coding or development experience — and without adding yet another task to what is usually a long list weighing on IT departments.
We All Want CX Improvement
At every level of a business, CX improvement is recognized as a necessary and desirable goal. Across departments, different motivating factors seem to echo the same desired results: a better customer experience and increased efficiency. Visual IVR, RPA, Outbound Engagement, and the Web-App Editor automate business processes and simplify experiences to satisfy every level of business.