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Profit Magazine Current Issue Past Issues Features Big Ideas Inside Oracle Partner News FYI Article Archives Newsletter Archives Oracle Magazine Subscribe Write the Editors Submit an Article Advertise About Profit Magazine Big Ideas A Six Best Practices for Empowering the Customer Experience ccuracy, consistency and continuity are essential to meet customers’ changing needs. by Michael Abramow In the rush to cut costs, many companies are unwittingly pushing their customers through inappropriate “channel pathways” and complex or poorly executed interfaces—impacting nearterm revenue and longterm relationships, whose value far outweighs any cost savings. Companies that fail to offer a customer experience that meets expectations can face escalating service costs, declining customer satisfaction numbers, and a poor service experience that can be amplified over social channels, deeply eroding company brand and reputation. John Tschohl, author of Empowerment: A Way of Life, defines empowerment as giving users the authority to “make important decisions” to satisfy their own internal needs and timelines. “Empowerment is a guaranteed investment,” he says. “When you empower your users to make decisions quickly the results will be amazing: increased user adoption, enhanced customer loyalty, increased sales, decreased attrition, and wordofmouth advertising that is less expensive and more credible than anything you could buy.” Here are six best practice tops for empowering users through a multichannel approach. 1. Customer knowledge. Customers know what good service is and they demand it from each interaction, over any communication channel they want to use. There is differences in channel preference by customer demographic; younger generation are more comfortable using peertopeer communication, social networking and instant service channels such as chat, so your company need to make those technologies options available. 2. Integrated lifecycle of customer engagements. Your service experience should allow customers to start an interaction over one communication channel and complete it over a different one—for instance, starting an interaction over the phone and then following up with an email containing more detailed information. Customer service should have access to the full multichannel session history so as not to repeat questions or searches, thereby degrading the customer experience. 3. Consistency in the customer service experience. Applying business process rules to customer service processes via selective business flows whilst maintaining interface consistency will consequently expedite problem resolution and increase user satisfaction by allowing choice, but within the guidelines of company policy compliance. 4. Keep your customers’ experience top of mind. Not all service requests can be processed in real time. Allowing end users to track issues and be kept in the loop regarding problem resolution instills a level of trust. Offering services such as tracking, email/SMS alerts and proactive fixes for common issues for which they wish to be notified will assist with brand loyalty. 5. Maintaining accurate data. Allowing internal staff and end users to flag inaccurate or incomplete content dynamically keeps user and company data up to date and accurate. Automated tools should be pushing the most Products Solutions Downloads Store Support Training Partners About OTN Account Sign Out Help Country Communities I am a... I want to... Welcome Arup Search

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Best Practices for Providing Customer Experience

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ProfitMagazineCurrentIssuePastIssuesFeaturesBigIdeasInsideOraclePartnerNewsFYIArticleArchivesNewsletterArchivesOracleMagazineSubscribeWritetheEditorsSubmitanArticleAdvertiseAbout ProfitMagazine BigIdeas ASixBestPracticesforEmpoweringtheCustomerExperienceccuracy,consistencyandcontinuityareessentialtomeetcustomerschangingneeds.byMichaelAbramowIntherushtocutcosts,manycompaniesareunwittinglypushingtheircustomersthroughinappropriatechannelpathwaysandcomplexorpoorlyexecutedinterfacesimpactingneartermrevenueandlongtermrelationships,whosevaluefaroutweighsanycostsavings.Companiesthatfailtoofferacustomerexperiencethatmeetsexpectationscanfaceescalatingservicecosts,decliningcustomersatisfactionnumbers,andapoorserviceexperiencethatcanbeamplifiedoversocialchannels,deeplyerodingcompanybrandandreputation.JohnTschohl,authorofEmpowerment:AWayofLife,definesempowermentasgivinguserstheauthoritytomakeimportantdecisionstosatisfytheirowninternalneedsandtimelines.Empowermentisaguaranteedinvestment,hesays.Whenyouempoweryouruserstomakedecisionsquicklytheresultswillbeamazing:increaseduseradoption,enhancedcustomerloyalty,increasedsales,decreasedattrition,andwordofmouthadvertisingthatislessexpensiveandmorecrediblethananythingyoucouldbuy.Herearesixbestpracticetopsforempoweringusersthroughamultichannelapproach.1. Customerknowledge.Customersknowwhatgoodserviceisandtheydemanditfromeachinteraction,overanycommunicationchanneltheywanttouse.Thereisdifferencesinchannelpreferencebycustomerdemographicyoungergenerationaremorecomfortableusingpeertopeercommunication,socialnetworkingandinstantservicechannelssuchaschat,soyourcompanyneedtomakethosetechnologiesoptionsavailable.2. Integratedlifecycleofcustomerengagements.Yourserviceexperienceshouldallowcustomerstostartaninteractionoveronecommunicationchannelandcompleteitoveradifferentoneforinstance,startinganinteractionoverthephoneandthenfollowingupwithanemailcontainingmoredetailedinformation.Customerserviceshouldhaveaccesstothefullmultichannelsessionhistorysoasnottorepeatquestionsorsearches,therebydegradingthecustomerexperience.3. Consistencyinthecustomerserviceexperience.Applyingbusinessprocessrulestocustomerserviceprocessesviaselectivebusinessflowswhilstmaintaininginterfaceconsistencywillconsequentlyexpediteproblemresolutionandincreaseusersatisfactionbyallowingchoice,butwithintheguidelinesofcompanypolicycompliance.4. Keepyourcustomersexperiencetopofmind.Notallservicerequestscanbeprocessedinrealtime.Allowingenduserstotrackissuesandbekeptintheloopregardingproblemresolutioninstillsaleveloftrust.Offeringservicessuchastracking,email/SMSalertsandproactivefixesforcommonissuesforwhichtheywishtobenotifiedwillassistwithbrandloyalty.5. Maintainingaccuratedata.Allowinginternalstaffandenduserstoflaginaccurateorincompletecontentdynamicallykeepsuserandcompanydatauptodateandaccurate.AutomatedtoolsshouldbepushingthemostProducts Solutions Downloads Store Support Training Partners About OTNAccount SignOut Help Country Communities Iama... Iwantto...WelcomeArupSearch EmailthispagePrinterViewORACLECLOUDLearnAboutOracleCloudComputingGetaFreeTrialLearnAboutDaaSLearnAboutSaaSLearnAboutPaaSLearnAboutIaaSLearnAboutPrivateCloudLearnAboutManagedCloudJAVALearnAboutJavaDownloadJavaforConsumersDownloadJavaforDevelopersJavaResourcesforDevelopersJavaCloudServiceJavaMagazineCUSTOMERSANDEVENTSExploreandReadCustomerStoriesAllOracleEventsOracleOpenWorldJavaOneCOMMUNITIESBlogsDiscussionForumsWikisOracleACEsUserGroupsSocialMediaChannelsSERVICESANDSTORELogIntoMyOracleSupportTrainingandCertificationBecomeaPartnerFindaPartnerSolutionPurchasefromtheOracleStoreCONTACTANDCHATPhone:+1.800.633.0738GlobalContactsOracleSupportPartnerSupportSubscribe Careers ContactUs SiteMaps LegalNotices TermsofUse Privacy CookiePreferences OracleMobile frequentlyaccessedcontenttothetopoftheFAQlistwithusersbeingabletoselfserveviauserprofiling,knowledgebasesanduserbasedforums.ComputermakerLenovoexemplifiesbestpracticesintyingforumstocustomerservice.Asaresultoftheinformationcontainedinitsforums,Lenovosawa20percentreductioninlaptopsupportcallratesandshortenedproblemresolutioncycles.6. Listentoyourcustomersacrossallchannels.Gathercustomerfeedbackaftereveryinteractionandaskopenendedquestionstosolicithonestopinions.Appendfeedbackformstoalluserviewableknowledgebasecontent.Empoweringuserstoalwaysratesolutions,whilstalsomonitoringsocialchannelcomments,iscriticaltooptimizingtheserviceexperience.Theseempowermenttipscanhelpfacilitateacustomerexperiencestrategytoovercomingtheongoingservicechallenge.However,theyarenotsilverbullets.Itisessentialtoconstantlymonitorfeedbackandconsistentlytrackkeyperformanceindicatorsregardingsatisfaction,loyalty,attritionandeaseofuse.Bestinclasscompaniesarecontinuallyrecraftingtheirofferingstostayonestepaheadoftheircustomerschangingneeds.MichaelAbramowisdirectorofIndustryStrategy&InsightatOracle.


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