What do you do when you’re not delivering the digital experience that customers expect? The tools and channels are there, but the processes are disconnected. There’s no guidance and little support, meaning customers can’t easily get from point A to Z without getting lost in a Q (and a long wait in queue).
How do you fix it? Where do guidance and support fit, and how does it all contribute to peace of mind?
So many questions!
This company had a reputation for disrupting the market with innovative product development. But, it was completely out of alignment with their brand promise.
Sales were being lost at different points in the process. The moments that mattered most were also the ones requiring the most customer effort to navigate. While the digital experience was there, it was often interrupted by the need to contact an advisor.
When it came to shipping, there was no mobile engagement, no means of real-time tracking, and often no communication around delayed (or missed) deliveries. Billing issues often left customers confused, especially declined payments or refunds.
The experience wasn’t broken, but the CX journey was more difficult than it needed to be, testing customer patience. Having innovated on their product, it was time for a CX blueprint to innovate on the experience.
We got up close and personal with our client’s customer experience. We didn’t just talk about it, we experienced it like a customer—and from the inside-out, like an employee.
Here’s how we made it happen over eight intense weeks:
- Customer Perspective: We mystery shopped, conducted interviews, compared online vs. physical experiences, and analyzed every channel.
- Operations Perspective: We shadowed advisors, managers, and support teams (including workforce management, quality, and training) to understand every nook and cranny of the experience.
We discovered five key areas that needed urgent attention and mapped out the CX journey for each. Then we laid over process maps in our CX blueprint to expose the workflow associated with every step of the journey.
Our team of CX experts then got to work and highlighted areas for improvement across each business area. Here’s what we recommended:
- Digitize sales: Consider in-chat payment card capture and real-time contract signing to make things smoother and more secure.
- Expand channels/tools: Make the booking experience seamless and allow customers to book without any hand-holding from an advisor.
- Automate & digitize: Send all relevant information via email and SMS. Include clear points of contact, deadlines, and next steps. Allow users to upload a photo of the permit.
- Implement messaging: Inform customers if the ETA changes and offer messaging for real-time intervention if advisor assistance is needed.
- Enable real-time tracking: Keep customers informed about delivery status in real time. Provide updates via website, SMS link, or a mobile experience.
- Optimize billing: Improve billing accuracy and fix any billing errors or workflow discrepancies.
- Make paying easy: Let customers pick a payment plan that suits them and support alternative payment/finance options.
- Customer Experience:
- Refine VOC programs: Allow customers to give feedback via messaging. If the score is below a given threshold, offer real-time messaging intervention by advisors.
The result? We highlighted key gaps in the CX journey and related processes, and then developed a CX blueprint for success. We prioritized people first. We made staffing recommendations to improve operations. Then, we focused on process. We used automation and optimization technologies to embrace a broader digital engagement experience.
Our blueprint for business success outlined the investments needed and revenue gains expected for three phases of implementation:
- Increase staffing and improve operations (0-6 months) for a $100M projected revenue gain
- Technology, automation, and process optimization (6-18 months) for a $10M projected revenue gain
- Create a digital engagement experience (12-24 months) for a $65M projected revenue gain
Our recommendations focused on proactive issue prevention, and we were able to anticipate significant revenue gains across three phases of implementation. We’re talking a 30% reduction in advisor costs and a 15% increase in customer satisfaction!
Looking to modernize your customer experience? Find out how our CX Strategy solutions can help keep your customers satisfied.