Creating change, especially on an enterprise level, can be a monumental undertaking. Setting up an internal CX program is no different and corporate inertia can sometimes seem like an insurmountable hurdle. In a webinar titled, “Insider’s Guide to Customer Experience: How to Simplify Customer Experience Complexity,” Verint experts walked attendees through the process of designing and implementing an effective, successful, and, above all, simple customer experience program within their own organizations.
Hosted by Loyalty360, the webinar featured insight from Verint’s Brian Koma, VP & Customer Experience Practice Leader, and Sean Mahoney, CCXP, Strategic Solutions Consultant of Customer Analytics.
The need for customer experience has been present since the world’s earliest business transactions, but recent years have brought a renewed emphasis on CX, thanks to the ease with which companies can now collect and analyze customer data. As Koma noted during the webinar, “Only in the last several years have we truly been able to change customer experience from an art into a science.”
Gathering data, while critical to the framework of a customer experience program, is not enough to create change. Once gathered, the data needs to be consolidated across back office and customer-facing silos. Without this consolidation, the data lacks the necessary context for examining trends.
Beyond structured, survey-based data, creating real CX improvement is predicated on collecting and analyzing unstructured data, whether through verbatims, customer reviews, or recorded service calls. By sifting through these sources, companies are able to accurately measure customer sentiment and adjust CX processes accordingly.
Mahoney said that once data is gathered and condensed into a digestible format, it needs to be showcased throughout the organization.
“Not only do we need to distribute [the data] upward to executive sponsors, we also need to make sure it gets to front line, customer-facing employees that have a huge impact on the customer experience,” Mahone explained.
In addition to providing insight into the pillars upon which a CX program is built, Koma and Mahoney shared with attendees through a roadmap of exhibiting measurable and achievable results. By showcasing these small wins to executive sponsors, a CX program is able to build credibility and buy time for more long-term improvement. When it comes to building and maintaining an internal customer experience program, bigger is not always better, and simplicity often triumphs over complexity.