Integrating Digital Feedback into CX Automation

Modern customers are a lot like customers from the past. They want great service, straightforward interactions and to feel like brands are listening to them. The difference is that there’s a growing number of engagement channels, so it’s become a more complex task trying to deliver great CX.

It’s up to companies to find a way to knit the data gathered from each customer touchpoint together. Next generation VoC solutions make it simpler to drill down into feedback, identify any issues and action any changes through CX automation.

Setting a customer-centric roadmap relies on brands effectively leveraging behavioral data, with three key approaches needed to make the most of omnichannel CX insights.

1. Listening Everywhere

Tracking customer engagements is non-negotiable for a modern CX strategy.

Consumers aren’t interested in the intricacies of connecting engagement data from siloed channels. They want a joined up experience no matter where they reach out.

To get a full picture of the experience at every touchpoint, organizations need listening posts that collect behavioral data across the entire customer journey.

Shoe Carnival used Verint’s Voice of the Customer (VoC) solutions to swiftly transform its CX program by monitoring and acting on omnichannel engagement data.

The retailer was experiencing a huge spike in online customer orders, while also redesigning the customer service model and moving to a remote contact center team. The disruption and increased volume had left customers frustrated and agents overwhelmed. The average speed to answer was often over two hours, meaning customers would hang up and reach out over other channels.

To start turning the rise in volume – which creates a wealth of customer data – into an advantage, omnichannel listening posts were vital. Shoe Carnival started small, by tracking and managing CX within its ecommerce system, before expanding to stores and the contact center, analyzing 12 metrics across the enterprise.

The results enabled them to:

• Redesign the CX program and customer service model within 90 days.
• Reduce survey development time to two hours or less.
• Improved reaction times for online sales issues from weeks to near real time.

The ability to listen everywhere enables companies to capture data across the customer journey. With a combination of direct survey feedback, indirect and inferred data, companies get a full understanding of the key issues affecting customers and improve omnichannel experiences.

2. Analyzing Deeper

Making the most of omnichannel engagement data means bringing together structured and unstructured data and creating actionable insights that elevate CX. Analyzing unified behavioral data pinpoints issues in the customer journey and helps create a path toward removing them.

Fashion retailer Rue 21 was seeing lower NPS (Net Promoter Score) ratings and needed to identify where the customers were experiencing friction – zeroing in on a key omnichannel retail area.

The brand’s BOPIS (Buy Online Pickup in Store) received the lowest NPS rating among its customer touchpoints. Verint VoC solutions unearthed several friction points that were negatively impacting what should be the embodiment of a connected customer journey:

• Store associates didn’t seem well-trained on the process
• BOPIS orders were regularly cancelled due to time constraints and inventory issues

Analyzing the data from customer feedback helped to build a strategy to improve the process. The order fill time was expanded from one to two hours, store associates retrained, and inventory management optimized. The changes led to a 17-point NPS rise as well as 72% growth in BOPIS orders.

Digging into customer engagement data can create a far-reaching positive impact across an organization. The initial aim might be simply to improve a particular KPI, but with the right solutions it’s possible to improve multiple key areas and CX processes.

3. Acting Faster

The advantage of leveraging omnichannel engagement data with CX automation is that customer issues can be fixed in minutes and hours, compared to days and weeks. Creating this ecosystem requires an open platform that gives every department access to behavioral data and the ability to build customer-centric strategies.

As companies look to match higher customer expectations with elevated CX, swift issue resolution is a must. Well-being brand GNC uses Verint solutions to collect digital customer feedback and merge with its CRM (Customer Relationship Management) platform to create insights that are vital for the success of its digital triage team.

With the feedback and analytics triggering alerts to customer issues, the triage team can act swiftly to minimize the impact of digital issues, such as:

• Fixing an issue within two days of discovering that the credit card system was dropping customers at the payment stage.
• After feedback uncovered an issue with one of its products, GNC worked with the supplier to swiftly order a new batch and reach out to every customer that logged a complaint.

Verint’s VoC capabilities mean brands can deliver regular reports, highlighting positive and negative trends, as well as sharing data and insights across an organization at every level.

With no barriers to accessing the information, business outcomes are streamlined and any issues quickly spotted and dealt with.

—

Find out more about Verint’s Voice of the Customer program or ask for a demo.