Home CRM CX needs redefining – GCX and BCX

West, a leading US provider of CX and UCS, surveyed more than 500 consumers to understand how they define high-quality CX, gauge how communication preferences shift across self-service and proactive interactions and identify which industries are leading and lagging in CX delivery.

Improving Customer Experience (CX) via digital transformation (DT) were two of last year’s most overused buzzwords, followed closely by omnichannel where customers expect to be able to engage with a company via the medium of their choice, at the time of their choice, on the device of their choice – and get the same great experience as in the physical store over all channels. GCX is good and BCX is bad, with the latter prevailing.

The results (registration required for a free report) were not pretty. About 65% still wanted to talk to a live person, admittedly mostly baby boomers, whereas Millennials would not pick up the phone, preferring online contact. Men were a little happier with self-service online options whereas women wanted more personalisation – simply meaning that one-size CX does not fit all.

Worse still, 77% admitted to opting out of a brand’s communications because they felt overawed by poor CX or irrelevant communications from the brand. CX and omnichannel can be good but many are looking at the technology just to digitalise manual processes instead of thinking how it can improve CX.

West’s key findings included:

  • A personalised CX may come at the expense of convenience or reliability – indicating that some of the technology that enables customization may not always be convenient to use.
  • Excellent service is the most important ingredient of a delightful CX – 77% rank speed to resolution as the top indicator
  • Most say they prefer dealing with a person over the phone when they reach out to a brand, but want brands to communicate via email when reaching out to them.
  • Despite the ubiquity of available web and mobile channels, 65% still covet phone calls with a live person when they have a specific question or issue – perhaps due to the emphasis they place on speed and convenience. Email is the next best way to contact at 55% and online chat at 48%.
  • Email (82%) is the preferred way for a brand to reach customers – whereas SMS and phone calls from the company are not.
  • Self-service has a place (press 1 for …) for simple things
  • The Web is the preferred method of research and troubleshooting issues, followed by a phone call
  • Despite the ubiquity of social media in consumers’ work and personal lives, many don’t view these platforms as helpful customer service channels.
  • Most customers don’t consider social media (Facebook, Twitter etc.) to be an effective arena for brand interaction when there’s a task to accomplish or urgent information to convey. Social media is for expressing opinions about goods, services or companies.
  • Personalisation was necessary for initial inquiry for travel/hospitality, healthcare, financial services and insurance. Self-service was fine for retail, banking, and utilities.

West concluded that a human touch still matters, consumers want omnichannel even if they don’t use them all and err on the side of caution when planning proactive communication with customers.

West CX infographic

 

47 REASONS TO ATTEND YOW! 2018

With 4 keynotes + 33 talks + 10 in-depth workshops from world-class speakers, YOW! is your chance to learn more about the latest software trends, practices and technologies and interact with many of the people who created them.

Speakers this year include Anita Sengupta (Rocket Scientist and Sr. VP Engineering at Hyperloop One), Brendan Gregg (Sr. Performance Architect Netflix), Jessica Kerr (Developer, Speaker, Writer and Lead Engineer at Atomist) and Kent Beck (Author Extreme Programming, Test Driven Development).

YOW! 2018 is a great place to network with the best and brightest software developers in Australia. You’ll be amazed by the great ideas (and perhaps great talent) you’ll take back to the office!

Register now for YOW! Conference

· Sydney 29-30 November
· Brisbane 3-4 December
· Melbourne 6-7 December

Register now for YOW! Workshops

· Sydney 27-28 November
· Melbourne 4-5 December

REGISTER NOW!

LEARN HOW TO REDUCE YOUR RISK OF A CYBER ATTACK

Australia is a cyber espionage hot spot.

As we automate, script and move to the cloud, more and more businesses are reliant on infrastructure that has the high potential to be exposed to risk.

It only takes one awry email to expose an accounts’ payable process, and for cyber attackers to cost a business thousands of dollars.

In the free white paper ‘6 Steps to Improve your Business Cyber Security’ you’ll learn some simple steps you should be taking to prevent devastating and malicious cyber attacks from destroying your business.

Cyber security can no longer be ignored, in this white paper you’ll learn:

· How does business security get breached?
· What can it cost to get it wrong?
· 6 actionable tips

DOWNLOAD NOW!

Ray Shaw

joomla stats

Ray Shaw ray@im.com.au  has a passion for IT ever since building his first computer in 1980. He is a qualified journalist, hosted a consumer IT based radio program on ABC radio for 10 years, has developed world leading software for the events industry and is smart enough to no longer own a retail computer store!

 

Popular News

 

Telecommunications

 

Sponsored News

 

 

 

 

Connect