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Actualidad (26 Septiembre 2018)

Using personal profiles

Over the last several decades, businesses have relied on an evolving set of measurements and KPIs as the basis for measuring customer experience success.

For example, the pervading mentality throughout the ‘90s and into the 2000s was that managing customer relationships should be directly tied to “satisfaction.” If you could satisfy your customers, that would in turn build loyalty.

As technology advanced through the 2010s, many businesses came to the realization that satisfaction alone isn’t enough. From a fiercely competitive landscape to a significant rise in the standard quality of products and services, measurement of customer success needed to shift accordingly. This led to the CX movement and a host of new paradigms, methods, and benchmarks.

Today, leading businesses are taking a more methodical approach to account for the complex nature of the business/customer relationship. Loyalty, retention, advocacy and, yes, love, are the new benchmarks. Rather than measure customer experience solely based on the level of satisfaction during individual interactions, innovative companies are taking a more holistic approach to inspiring deeper connections between customers and their brands.

This starts with a more in-depth, comprehensive and personal understanding of your customers. Not just what your customers like, what they buy, or their birthday. Something deeper – their personality type, their communication style, and the way they manage conflict.

Adding these new, deeply personal elements to the existing set of operational CRM data, and combining with valuable products and services, is the new paradigm.

The result? Love.

Love that borders on the irrational.

While many companies are doing elements of this approach today, imagine taking the product loyalty of Apple (News - Alert), adding the customer-focused approach of Amazon, and delivering it with the personal feel of your local coffee shop. This kind of love results in increased value from customers and a nonlinear return.

Today we have cloud customer experience technology that can produce these personal profiles and replicate the process at mass scale globally, with cultural adaptation, and with such precision that companies on the forefront know what their customers are really like. And these companies are actively recruiting employees that are a great fit.

Here’s how cloud CX technology is being leveraged to create more authentic, engaging and immersive customer experiences that lead to love: 

Communication Is Everything
Best-in-class customer experiences require an in-depth knowledge of the individual, from their channel preferences to context from previous interactions. Each and every touchpoint contributes to an evolving profile of who that customer is. How do they best communicate? Do they prefer longer, in-depth phone calls, or quick email guidance?

Using this knowledge when engaging with the customer forms the foundation for a deeper emotional connection. Not only do companies need to understand a customer’s problem and how to fix it, they need know the customer and how he or she communicates most comfortably, thus leading them to the right channel and agent who can best meet their personal needs.

This is also tremendously important on the agent side, as agents are the faces of your CX strategy. Contact center software should know which channels and customer scenarios that agents perform within best, and be able to route to those agents those types of interactions. In-depth agent profiles can be matched with rich, personal customer profiles and become the basis for how you engage with customers. In this arena of matching customers and agents, predictive behavioral routing is what’s next. PBR intelligently pairs customers with the right agents best suited to handle their personality style, in real time. It establishes a new, smarter way of connecting consumers and organizations which results in more productive and positive call outcomes, better business performance and exceptional customer experiences. 

Rationalize Irrationality 
Every person has a brand they’re irrationally loyal to. For some, it’s their morning cup of joe, for others, a cell phone provider. The irrational love people feel for specific brands is often created through a potent cocktail of product quality and hyper-individualized experiences.

This used to be most common among the top-tier of innovators, as well as smaller operations that could differentiate through their granular knowledge of customers. Through technological capabilities available today, however, it’s significantly easier for a wide range of businesses to create this type of irrational love, at scale.

The advanced integration of ordering systems, CRM systems, and contact center systems with PBR enable the understanding of a complicated web of customer touchpoints that can be deployed globally. These types of tools are making the process of building love significantly more accessible, creating localized experiences from anywhere in the world.

Exceeding Expectations
What was the best experience you’ve ever had with a brand? No matter what it was, it is simply human nature that every subsequent interaction, with any business, will be compared against that benchmark. 

The competitive landscape today is at a critical juncture – to compete in the customer experience economy, brands must capture the hearts and minds of customers. So businesses need to fundamentally rethink the way they operate, route customers, and train staff.

As the emotional connection – or love – a customer feels towards a brand becomes a standard unit of measurement in CX, taking a practical approach requires a seismic shift that mirrors just how far CX has come in the last several years. 

Creating a next generation customer experience requires business to do something seemingly impossible: ascribe hard metrics to something as abstract as emotions and make a love connection between customers and agents. To do this, companies need to take advantage of a unified, open cloud customer platform that leverages modern omnichannel routing and analytics, enabling them to create unique customer profiles and operationalize them using innovations like PBR to get bottom-line results.

In understanding customers better, brands can foster positive feelings and create powerful, lasting connections. At its core, the future of customer experience is simply the experience of being understood as an individual. Starting with the emotional – and sometimes irrational – ways we operate as people is the first step to meaningful, long term success.

Paul Herdman is vice president of Global Customer Experience at NICE inContact. And NICE inContact will be represented on the Jan. 31 panel “How to Drive Contact Center Improvement with AI,” during The Future of Work Expo in Fort Lauderdale, Fla.

Fuente: workforce-optimization.tmcnet.com