A new year often translates into new opportunities for customer experience (CX). The following highlights the trends that Verint is seeing, in addition to the advancements and changes it expects from the customer service industry in the coming months.
With mobile and social platforms as the main drivers, the trend towards using multiple channels is going to continue—potentially indefinitely. As an industry, we try to find the customer voice everywhere. The need to apply analytics to the tremendous volume of data captured from the different sources is paramount. To quantify and operationalize the information is no longer a nirvana anymore. It’s becoming a reality.
Customer Experience Officer
In order to properly provide resources for a successful CX program, a dedicated customer experience professional becomes pertinent to any organization looking to improve interactions, relationships and loyalty. As companies better understand the impact the data generated from a CX program can have on the organization, the role of “CEO”—or any other title supporting CX functions—will emerge as a separate and more important profession. To dig into the data and draw insights that will impact customer service and drive business process improvements, a dedicated CX role is crucial. The challenge and opportunity then become finding suitable resources to run a CX program and how to help make it part of the business culture.
Success in the next year will come, in part, in the ability of CX professionals to operationalize and quantify results. We expect to see that vendors will increasingly need to partner with organizations to show the value associated with CX investments. As the market continues to mature, CX will become less of a catch phrase as businesses require insight into real results. Customers want to see examples such as: “by implementing a CX program, X company was able to capture Y data, which led to Z process improvements, resulting in higher customer feedback scores, or lower customer turnover, etc.” It is critical that we make a direct correlation between customer experience, satisfaction and loyalty—and bottom line profit and margins.
Want information on how to launch a CX campaign? Stay tuned for our next blog, which will offer several practical tips to kick-start your customer experience program.