How does your organization control and facilitate the customer experience?
Leading enterprises are using technology-based tools and techniques to enhance the overall user experience at every touch point. Answering the following questions will give you a better picture of your current customer experience situation, and will highlight areas where you could improve the customer experience, increasing loyalty and revenues.
Note: this tool is intended to guide decisions and stimulate focused conversations about customer experience optimization. For a complete assessment of your needs, please contact your Bell representative for the latest information on our offerings and sample implementation scenarios. You can also request to be contacted by a Bell representative.
How do you measure customer experience performance? Check all that apply.
- We have defined key performance indicators (KPIs) specific to the customer experience
- Through the use of surveys
- Make use of analytics tools to understand the root causes of customer dissatisfaction
- By measuring customer experience across all customer interaction channels
How does your organization maintain control of the customer experience? Check all that apply.
- A senior executive is accountable for the overall customer experience
- A committee meets to resolve issues related to poor customer experience
- Members of a committee are accountable for resolving customer experience issues within their own areas of expertise
What is your single largest source of customer data?
- Studies, reports and/or focus groups
- Feedback from customer service representatives (CSRs) and contact centre managers
- Web analytics
- Voice analytics
- Other (please specify)
How proactive are you in managing the customer experience? Check all that apply.
- We make strategic use of call backs
- Click-to-talk is offered on the Web site as a proactive way to retain customers and build loyalty
- We reach out to customers and prospects that abandon calls
- Keyword and Web analytics combined with frequent testing allow us to make ongoing adjustments
What techniques do you employ to make your front door as inviting as possible? Check all that apply.
- Open call steering is used instead of a traditional voice self-service menu
- We provide online access to customer request status
- We make frequent use of usability tests
- We conduct eye tracking tests
- The Web site enables universal access for all people regardless of operating system, geographic location, or physical ability
- Customers can resolve most common issues online
How do you provide quick resolution to customer inquiries? Check all that apply.
- We make use of e-learning, using audio and video clips for ongoing agent training
- Agents have access to advanced search capabilities
- Customers and customer facing employees share the same knowledge base
- Agents use instant messaging to access subject matter experts
- Customer-centric call routing provides best service to our best customers
- Agents are given adequate context, regardless of interaction channels
- We aggregate information, providing it to agents on one system
How do you coordinate communications between channels? Check all that apply.
- The various interaction channels are independently managed, with little crossover
- We use a consolidated, multi-channel approach when adding or modifying services
Information from backend systems is accessed when delivering services across channels
- We use cross channel strategies such as Web-to-contact centre and Web-to-branch
- We use universal queuing technology as a mean to efficiently route calls, e-mails, faxes, and chat sessions
How do you make optimum use of resources? Check all that apply.
- We use technology to link physical contact centres into one virtual contact centre
- We use contact centre technologies to leverage home-based agents
- We use advanced workforce management tools
- We go beyond the contact centre and make larger portions of the enterprise customerfacing
What personalization techniques do you use to retain customers and build loyalty? Check all that apply.
- Deliver personalized services on the Web
- Use advanced routing capabilities to facilitate interactions between agents and callers based on personal and demographic profiles
- Other communication techniques
How are content and information kept up to date, relevant and secure? Check all that apply.
- Proper business processes are in place to effectively handle enterprise content management
- Rules-based workflow controls the flow of different classes of information
- Company policies and sensitive customer data are safeguarded with content management tools
How do you know if users are finding what they are looking for? Check all that apply.
- We receive fewer emails on the subject
- We use Web analytics to study click path and estimate the number of completions
- Analytics from the call centre tell us how many users resort to voice when they don’t find success online
- Short surveys integrated into the Web site
- Strategically placed ‘did you find what you were looking for’ messages
How to interpret your findings
You’ve taken the time to answer these questions, but what does it mean? For help interpreting the information you have generated with this tool, contact your Bell representative today or have a Bell representative contact you.