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What is the new generation customer experience?
In this blog text, we will discuss how business process outsourcing (Bpo) helps the company to focus on the customer’s needs.
Since customer experience (cx) has become the “battlefield” of customer loyalty in modern times, more companies have started to outsource their operations to third parties to achieve a better level of customer service at lower costs. The purpose of Bpo is to harness more customer-oriented data with the help of various tools that utilize analytics to meet customer needs. 72% of companies consider improving the customer experience to be their top priority. You could say that companies no longer sell services and goods, but instead sell the experience of buying and consuming them (Calabrio 2020).
All of us can certainly relate to this problem today, that almost a third of customers feel frustrated that companies do not understand their needs. Today’s customers are used to getting an answer, whenever and wherever and almost immediately after a question arises. They expect even more personal service, empathy, and multi-channel experiences. This raises the question of how to respond to customers’ rapidly changing expectations and needs? The solution to this problem is to listen to “Voice of the Customer” (Voc) data. The problem here, is that most companies only use two percent of their voc data. The reason may be that until now using the tools in question has been difficult and expensive.
How should companies act?
Bringing new tools to interpret voc analytics is cost-effective for the company. with the help of new analytics solutions, outsourcing the business process helps to get 100% of this data and get it as usable for the company. These are designed to offer user-friendly functions that make it easier to share effective business information from the outsourced customer process and help companies build future-ready operational strategies. The text that served as the source material brought out nine ways in which the company gets the most out of these. I will highlight a few of them in this blog.
Already considering the course content, it’s important to understand customer behavior and modern marketing. How marketing and operational environments works, for example, artificial intelligence can help a company improve it’s marketing and how this can be brought into a more modern, international tourism operation. For this reason, it’s also important to recognize current trends and consumer patterns in the tourism industry.
The modern average consumer uses several different marketing channels during their shopping experience, this so-called fragmented customer path creates pressure for all marketing and sales employees. In terms of customer experience, this often leaves customer service representatives unable to solve problems that arise due to incomplete information databases. Customers experience frustration even more easily when they must repeat their problem several times during problem solving. By using the contact center, the company can take note of all the necessary customer data from all calls, messages, and chats. When the contact center creates a usable information package from this data for use by the company (Calabrio 2020).
How companies operate?
Since brands direct at consumers dominate the market even more, it is important to find the points of failure as quickly as possible and make corrections so that the customer does not face frustration at any point. This is where a contact center can help by finding trending keywords and potential issues when customers start mentioning them. This gives the company the opportunity to address problems immediately and ensure that the problem does not grow and spread.
With the help of this collected data, the contact center can also create a customer profile for customized additional sales offers for each customer, based on their activities on different servers.
Although most companies prioritize growth, more companies have started to make customer retention their strategy. This is because attracting a new customer costs a company 500% more than retaining an existing customer. However, the modern customer knows that there are other options and can easily move his business elsewhere, even if there is a small setback. By outsourcing customer interaction monitoring to the contact center, the company gets real-time data right from the start if the customer expresses frustration with the company in any channel (Calabrio 2020).
Does outsourcing help?
Since business development is fast and customers’ needs should be met almost in real time, it makes the most sense to outsource the collection of this data to the contact center. At the same time, the company also stays one step ahead and stands out from the crowd, can retain existing customers, and attract new customers. So, it can be said that nowadays outsourcing some things to a third party can bring considerable added value to the company.
Sources:
Calabrio 2020. Delivering the next-generation customer experience referred to 13.9.2023