May 27, 2021

Improving CX with CXM

Article

Customer Experience Demands

When your brand depends on providing excellent Customer Experiences (whose doesn't?) delivering them depends on how well employees do their jobs. CX workers are at the frontlines of every business, and they must exceed customer satisfaction goals, so they deserve particular attention. They need tools that are designed specifically for them - they cannot just be an afterthought. Unfortunately, so many systems that they use weren’t even built with them in mind. They can’t just be using systems that have been adapted to their user scenario from other contexts. That’s equivalent to providing them a hammer to screw in a nail.

Static and without Context

The foundation of any client-facing organization’s tech stack is, of course, its CRM platform. CRM stands for “Customer Relationship Management,” and it was developed primarily to provide a system of record for sales, business development, and account management teams. It is a system for sales execution, which is not all of what CX workers need. Integrated with ticketing and email, they can often tell you what happened, but often fail to tell you why, or what to do from there.

Ticketing systems are simple - an issue at a point in time gets created on the customer’s end, and that is routed to a knowledge worker, whose responsibility is working toward finding a solution to the issue at hand, and providing that solution to the customer. These tickets are devoid of any context surrounding that customer - the products they use, their prior interactions with the company, and any third parties they might be working with. This results in time-consuming channel-switching in which the knowledge worker is left to scramble to find an answer while the customer waits. 

CXM: Dynamic, Contextual Delivery 

What comes about as a result of making CX workers depend on siloed knowledge that’s squirreled away in PDFs and other knowledge repositories? Those CX workers are left to look for a needle in a haystack, experiencing high levels of stress all the while. CX workers are left to their own devices to rifle around to pull knowledge from somewhere, but they don’t know where from, and in the meantime, the customer is left holding on for a solution. It’s a no-win situation. It decreases CSAT scores, increases handle times, and increases the rate of customer attrition.

The way things work now could scantily be called a “methodology.” Rather, it’s a hodge-podge of next-best approximations for how CX workers should handle their responsibilities - constantly rushing into a frenzied search with each ticket or call they receive. Wouldn’t it be better for everyone involved if knowledge workers were to move from searching and pulling for the right information, to having that information pushed to them? CXM platforms are built for that. Get in touch below to find out more.