Wednesday, January 19

Why does your company need services that serve the CX area?

The Customer Experience (CX) is a set of actions that aim to build a relationship between companies and people. The construction of customer satisfaction is in knowing their voice to understand and prioritize actions that provide the best solution and proposal. The management of this experience is the main lever for growth and improvement of companies, and is built on several elements:

  • The company’s commercial proposition

  • The capacity of care or coverage offered

  • Customer service at all points of contact

These three aspects conclude in customer satisfaction, something essential when building user loyalty. Today it is mandatory to work on the experience.

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It is important to understand that Customer Experience (CX) is a highly important indicator that reflects the value that a brand offers to its customers and is directly linked to the relationship that is generated with them. A conversation, no matter how brief, initiates a bond, an experience that must last over time to achieve loyalty. This is what is evaluated by the CX team, how to improve and enhance each of those touchpoints and how to reduce the pain points that they can generate.

What’s moreThe more companies discover and understand these dialogues, the more responsive they can be. This listening allows companies to learn more about themselves and their business, about those who consume their services or products and, in a highly changing context, about their possibilities for transformation.

We hear, on average, about 60 million conversations a year. Thanks to this listening capacity, we were able to identify around 3,300 keywords that define 45 patterns in experience management. How do we process this information? With Machine Learning, using our Advanced Speech & Text Analytics (ASA) development based on Google Cloud technology, which learns to search and detect the data that interests us, based on pre-established variables; and processes them in a mechanical and infinite way because it learns with each interaction, this information, beyond what is derived from a company, is valuable data for planning and managing the experience of other companies, because the main problems have already been identified universal that each user has when contacting the company, also known as pain points.

The CX area deals with looking across the contact points of all customers and, in many cases, technological innovations or digital developments allow them to improve their listening skills. Before, 80% of the CX team’s time was spent listening; The introduction of Speech Analytics reduced that time and they can use it in something else such as the process opportunities of our clients. Likewise, it allows us to identify new patterns of behavior and combinations of them to design more assertive actions.

From the CX area, we process large volumes of interactions in order to analyze the user experience. For example, in the TIGO success story, we mapped the customer journey to identify what its users do, through which channels, what they feel in each interaction, what are the pain points, and this allowed us to identify and propose opportunities for improvement . We implemented certain actions and, from May to October 2021, improve the Net Promoter Score (NPS) by 7% and reduce the presence of frustration patterns by 55%.

Another case of success is that of Naranja X, where technology allowed us to identify customer needs and explore how we could respond to questions related to the value proposition and the experience generated in each interaction. We work collaboratively and co-create a value proposition based on 360 experience where the different tools and methodologies helped to begin to measure the customer experience and create a measurement cycle where we can obtain feedback, learn, discover opportunities and apply improvements. In addition, we designed the cultural change plan where the focus was to become “financial advisers” to accompany the transformation of our client.

The trend for the coming years is for Customer Experience specialists to deepen the use of available technologies so that their task is increasingly scalable and of greater value, that is, going from being evaluators or transaction analysts to experts in design of experiences. The more a company can get to know a client or potential consumer, the better offer it can make, the more relevant, useful and meaningful, through the best channel and at the best time.

Global Performance Director of Apex America, a leading company in Latin America in Customer Experience.