Your Next Steps For Better Customer Experience: Confirmit Manager

Your Next Steps For Better Customer Experience: Confirmit Manager
SHARE
THIS



Do you really need a total business reorganisation or just a change of the on-hold music? In this opinion piece, Confirmit Australia country manager Chris Breslin explores how you can crank your customer experience up a few notches.

Sometimes it is the simple things in life that can make the most difference and so it is with getting the best out of your Voice of the Customer programme.

As a customer experience professional, you have to ensure you can deliver insight from your programme that will have a real impact on your organisation’s business, generating the best ROI possible. But making adjustments to improve the outcomes you get does not always mean big, dramatic changes to your entire set up.

Do you really need to re-define key business processes, creating a bottom-up re-shuffling of your teams? Or would smaller, tactical changes have more impact on your employees and customers on a daily basis?

Often, those simpler, more carefully targeted changes can also ensure the resulting payoff in CX is owned by everyone in the organisation and not just a designated group.

To put it into context, the huge range of actions that can directly impact on the customer experience can be likened to that old classic; rocks, pebbles and sand.

  • Rocks: The big changes – processes that can take months, possibly years to implement, that will eventually have a massive impact on the business such as a new billing system, or a total restructure of the organisation.
  • Pebbles: The smaller initiatives, managed within a team, that bring together, for example, sales and marketing departments to drive improvements in a particular touchpoint or engagement. These are elements that drive the sense of community around your Voice of the Customer programme.
  • Sand: This is about the behaviour of individuals. Small changes that may not seem like much in themselves but which directly impact customers and which build to generate sustained improvement. For example, in the call centre, what changes to an agent’s approach to a customer query or complaint might have an impact?

This approach is useful because it enables employees across your organisation to understand that the customer experience is NOT ‘Somebody Else’s Problem’.

Demonstrating how small changes have a real impact encourages staff at every level to take accountability for their actions and to make changes at their level of influence.

With the rocks – those big organisation-wide changes – taking so long to implement it is important to take a multi-layered approach. Their impact may be huge and enormously beneficial but you also have to look at what can be done immediately.

If your Voice of the Customer programme is telling you a new IT system will deliver ROI and impact the customer experience – go for it! In 18 months’ time, you’ll be able to reap the rewards of your new system.

In the meantime, while your CIO is beavering away on that, the rest of your employees can all play their part too. The role of clear and timely data is critical here. To enable change – even at the pebbles and sand level – you need feedback and robust insights that help you make the right decisions about what changes to implement.

To achieve this you need to capture customer feedback at all the key stages in the customer journey, bringing them together to provide a coherent view of the overall customer experience.

Bringing all your data together will begin to reveal the common threads that underpin multiple experiences – and that’s how you find your pebbles. Where a single approach or process affects several stages of the customer journey, then changing that single element will have a multiplied effect.

Often, different teams are unaware of the wider role that a process plays so by bringing these teams together you can create cross-functional teams to build a more effective approach.

It’s a similar process with the “sand” elements. At this level, you are asking people to change their behaviour, which isn’t always a comfortable thing for them to do.

So ensure you are using data to provide a rationale for the change and remember that you are not dictating specific change. Rather, you are empowering employees to make decisions about their behaviour so they can impact the customer experience at their level of influence.

Knowing they are trusted to make such decisions can provide a huge boost to employees who, even on the front line, don’t always fully appreciate the impact they have on the customer experience. Insight, again, plays a huge role here.

Empowering employees to make changes to the actions they take is one thing, but you need to provide robust and timely feedback on the impact that change had. If it was successful, ensure they know about it and recognise them for making a positive impact and, of course, share what you have learned so you can replicate the change elsewhere.

However, when something hasn’t worked well, use data to explain why it didn’t work and search for new approaches that might be more successful.

Small changes might not seem like a huge thing but, particularly with the huge role of word of mouth via social media, even a small change can have a big impact on your reputation – and bottom line. And who knows, by the time you have worked through all that sand the new IT system might be ready!

 

Please login with linkedin to comment

Data protection Salary

Latest News

A young smarty pants ponders the meaning of the universe. It is never too early to be smart.
  • Marketing
  • Partner Content

An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You

With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]

Partner Content

by smrtr

dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM
  • Advertising
  • Media

dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM

dentsu Australia today announced it has launched a unified Merkle-led CXM proposition to the local market that brings together Data Transformation, Digital Transformation, and CX Consulting to create the most specialised CX practice in Australia, under its Merkle brand.

Isentia Names Top 75 Most Visible CEO Mentions In Australian Media
  • Marketing

Isentia Names Top 75 Most Visible CEO Mentions In Australian Media

Isentia media monitoring has conducted a ranking of the top 75 most mentioned CEOs across broadcast, print and online media in Australia from January 1, 2021 to June 11, 2021. Qantas’ Alan Joyce had the most visibility of any CEO, with nearly 20 per cent of total mentions. Unsurprisingly, three of the top 10 visible […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Increasing Drivers
  • Marketing

Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Increasing Drivers

Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]

PHOTOGRAPH BY NIGEL WRIGHT. 
WRIGHTPHOTO1@MAC.COM

AUSTRALIAN NINJA WARRIOR 5

THIS PICTURE SHOWS: HEAT 2…DARCY ELLISTON









.
  • Media

Sunday TV Wrap: Australian Ninja Warrior Launches To Just Under 800,000 Viewers

Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]

by B&T Magazine

B&T Magazine
DDB Remedy Launches New Campaign Heart Foundation Campaign ‘Saving Hearts’
  • Advertising
  • Campaigns

DDB Remedy Launches New Campaign Heart Foundation Campaign ‘Saving Hearts’

The Heart Foundation’s new campaign – Saving Hearts – is a poignant reminder of what heart disease takes away from families while reminding the community that investing in research brings improved outcomes for survivors and their families. Created by DDB Group’s specialist healthcare agency, DDB Remedy, Saving Hearts captures the reality of the life-long impact […]

Processed with VSCO with a6 preset
  • Advertising

CHE Proximity Snares Justin Ruben Back From New York For ECD Role

CHEP has announced the appointment of Justin Ruben as executive creative director, returning from a six-year stint in New York at Droga5 and The&Partnership New York. Leading the team in Sydney, Ruben’s creative talent will complement CHEP’s senior creative leadership team, led by Gavin McLeod, chief creative officer and Glen Dickson, deputy chief creative officer. […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]