November 17, 2021
Customer journeys are complex—and that intricacy is only amplified when customer experience and customer service data live in silos.
In fact, 80% of companies report problematic data silos holding back their organizations.
Your organization is likely already collecting customer experience data across a host of channels and touchpoints, including digital, contact center, brick-and-mortar, and more. Meanwhile, your contact center is also using tools such as workforce management, case management, performance management, and more.
Your teams need access to each other’s data. When you connect customer experience and customer service data, you open up new opportunities to drive the customer experience forward.
Connecting customer experience and customer service data has become even more important today, as customer expectations grow and organizational resources stay the same—or even decrease as companies navigate The Great Resignation. As your customers continue to shift to digital channels, you are facing an increasing number of interactions and skyrocketing expectations with a limited set of resources to engage with customers. This widening gap between expectations and results is the Engagement Capacity Gap.
When you connect customer experience and customer service data at your organization, you can:
However, connecting customer experience and customer service data isn’t a box you can just check. It must be an essential part of doing business and an organizational mandate if you want to compete and win.
Insights from different channels, sources, and touchpoints must remain visible to leaders across business units and the contact center.
Connecting customer experience and customer service data leads to several benefits, including:
By connecting customer experience and customer service data and insights, you can better manage three things:
To compete today, however, you’ll need to level up your customer experience management program. Your organization is likely already collecting customer experience data, such as CSAT, NPS,* digital feedback, and unstructured insights gathered from speech and text analytics. And you’re likely collecting customer service data, such as call recordings, contact center agent performance and coaching, and quality scores.
You need a unified approach to data integration, analysis, and visualization. This framework must include the inputs from all your channels—behavioral, attitudinal, and inferred—from your physical locations, digital, and contact center engagements.
That may sound intimidating, but a unified and business-wide approach to customer experience simplifies and amplifies your efforts. Simply put, connect the data for maximum opportunity—for both the customer and employee experience.
*Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
CX Best Practices, CX Strategy