In my last blog I looked at the
important role the call centre team can play in improving customer experience
in a multichannel environment.
In part two, we explore the steps companies can
take to close the multichannel customer experience gap.
Just how important is your customer
contact centre to you?
For some companies, call centres are seen as a
last resort for extremely frustrated customers who have struggled online or in
store and need assistance completing their transaction.
In reality, the
customer contact centre is at the forefront of customer experience and can
often be the only ‘human’ interaction a customer has with a brand.
Customer Struggle report that we produced recently
with Econsultancy found that the majority of etailers (76%) generally first
become aware of website issues when customers call or email the contact centre.
The problem with this method and other feedback channels, such as voice of
customer feedback forms, is that the onus is on the customer to help recreate
or replicate the issue in question.
The ‘future of the high street’ debate found its way back
into the spotlight again recently with the opening of Europe’s largest shopping
centre at the site of London’s Olympic stadium.
Last month, Stratford’s Westfield shopping centre, a £1.45bn hulk of glass, steel and concrete, covering 1.9m
square feet and home to 300 shops, 70 restaurants, a 14 screen cinema, bowling
alley, casino and three hotels, opened its doors to 160,000 eager shoppers.
Perhaps ignorance is bliss, but it’s certainly not in the recipe for commercial success. To eliminate
the things that cause their customers to struggle online, organisations must first gain
insight into the experience they provide.
They must identify the site issues
that are most impactful to their bottom lines and remedy them quickly to minimise the number of
customers affected by the problems.
At a recent customer in London our keynote
speaker Eric Peterson spoke about the importance of ‘people, process and
technology’ when it comes to web analytics and optimisation.