Middle Eastern contact center specialists IST Networks tell CXM World of the importance of integrating CX silos to improve Customer Experience and save your company time and money
You may have heard that having Customer Experience silos is just not good CX design.
Some of you might also be worried about a lack of silo integration…don’t worry, you are not alone.
As McKinsey’s Periscope survey found, 78 percent of responding firms admit “there is no one brand experience across their channels, whilst also acknowledging that ‘a well-defined cross or multi-channel strategy’ was the top innovation that would drive digital growth.”
Another survey by Accenture and Economist Intelligence Unit found that 97 percent of customers use more than one channel when dealing with a brand, yet 76 percent say it’s a poor, disjointed experience.
Why should you integrate your CX silos?
Organizations often ‘silo’ each channel, meaning they work independently of each other, meaning reporting, analytics, and management become disjointed and inefficient.
The time and financial cost in managing these silos can be significant, and your Customer Experience manager will find it hard to gather usable intelligence.
The Customer Experience itself will be of lower quality also, with customers forced to repeat a conversation if, for example, they switch from an email channel to using web chat.
Different reporting systems for channels can lead to some engines calculating the same metric differently than others. Management will then waste time going over these numbers to unify a way report.
With silos, it becomes harder to blend agents and save costs. Blending agents is not only good for cost saving and resource utilization, but also means an agent can be empowered with all the data about the customer history across all channels, and use it to enhance the overall CX experience.
How do we integrate our CX Silos?
Before going into breaking the silos, we should know the difference between Multi-Channel and Omni-Channel.
The former is simply offering different channels for your organization, whereas Omni-Channel is offering a consistent experience across the different channels.
Your customer will expect your organization to provide a consistent experience, including history across all the channels, so match your CX strategy around your customer.
It’s important to ensure that company strategy is designed around the customer. When that happens, the silos start to break naturally.
The big picture
Start looking at your customer journey from an end-to-end view and design the customer journey around their different touchpoints and channels (it is important to differentiate between a channel and a touchpoint/device and ensure consistency).
Even though on some devices you might be offering the same channel, such as live chat on a tablet, laptop, or mobile phone, the channel you are offering should be optimized for the device it is displayed on.
Understand that the customer will likely contact you on multiple channels. Consider this example of purchasing a movie ticket.
When choosing the Customer Experience technology to power your CX platform, you should ask yourself the following…
- Does the CX technology come with a software development kit or tools to allow me to customize my branding across all the channels?
- Does the CX technology vendor provide channel integration, or at the very least allow for integration with third party?
- Does the vendor provide an Omnichannel Agent Desktop?
- Does the vendor provide an OmniChannel reporting engine (a unified reporting tool for all the customer engagement channels)?