There is a clear relationship and correlation between the quality of the user experience of a website and the level of customer care needed to service support requests from that website’s customers.
It’s a pretty easy concept to grasp. The more confusing and difficult-to-use a website is, the larger the volume of incoming support requests to a contact center and customer care team (This is of course not even mentioning the rate of abandonment of customers from the website even without contacting customer care). Conversely, the more intuitive, contextual and burden-free a website is for the user, and the more self-help options he/she has onsite, significantly reduces the level of contact center attention needed to support them.
Yet as straightforward as this relationship is, it demands further examination. The role of customer care – especially when focusing on the big picture of customer experience – is very much evolving.
According to Gartner, Customer Experience Management (CEM) has emerged as a new paradigm for modeling the agent-customer interaction. An important distinction between customer experience management and traditional customer service management is the notion that every interaction at any touch point constitutes an experience.
What do Customer Care Managers Hate?
In order to address some of challenges of customer experience management, and its relationship to contact centers, we have to look at what really bothers customer care managers.
- Customer Confusion and frustration online – which can often lead to abandonment, less revenue, bad website reviews, and negative feedback from customers via social media.
- High Volume of Incoming Support Requests – often with simple “how-to” questions
- High Customer Expectations and frustration of those expectations not being met
- Getting Blamed for Customer Care High Costs –when really the problem is a website’s poor user experience
Curing Customer Pain Before it Starts
Yet in order to raise the online customer experience, and eliminating – or at least greatly reducing – the need to contact support, calls for a 2-part approach.
- Focusing on the website’s user interface, usability, overall ease of use.
- Providing an effective self-service platform for customers on the site itself. This can include real-time guidance, live chat, FAQ pages, or other options.
In order to discuss strategy and available solutions to overcoming some of these challenges, I encourage you to register for the upcoming webinar, “The Art of Contact Center Efficiency: How to Instantly Deliver a Simple and Effortless Agent and Customer User Experience” which will take place on Thursday February 26 at 1:00 PM EST/ 6:00 PM GMT.
The webinar will examine raising contact center efficiency by strengthening the UX on a website or software and deploying real-time guidance onscreen and self-service options which will reduce incoming support requests. In addition, the webinar will also look at enhancing the traditional IVR experience by providing a Visual IVR Menu for customers trying to contact you. Taking a look at the bigger picture, this webinar will present best practices and use cases to reduce contact center costs and the overall customer experience.
Register for the free webinar (and recording) by filling in the table below.