The societal impact of exceptional CX.
27 November 2024 | eBook
Companies and contact centre operators use numerous means to quantify the impact that exceptional technology-enabled customer experience (CX) has on the business.
From customer satisfaction (CSAT), net promoter score (NPS) and retention statistics to average handling times (AHT), first contact resolution (FCR) rates and customer lifetime value (CLF), contact centres apply various metrics to measure and benchmark CX.
However, these measures typically emphasise the utilitarian aspects of contact centre effectiveness and ease of use.
Many companies often fail to consider the numerous less tangible, but no less important metrics, like the societal impact that kind and compassionate interactions or seamless, frictionless engagements have on the general public at large at an emotional level – how interactions make customers feel – particularly when dealing with sensitive issues and anyone who finds themselves in a vulnerable or difficult situation.
Establishing connections
CX refers to all the interactions between a business and its customers, including engagements facilitated through different contact centre technologies and advanced omnichannel solutions.
However, a study conducted by PwC found that “59% of all consumers feel companies have lost touch with the human element of customer experience.”
Yet, CX is critical to customer well-being (CWB), with joy and customer satisfaction as mediating factors linking three critical factors — convenience, performance and relationships, according to a 2022 study.
As such, shifting from the traditionally skewed focus on the rational side of engagements, by empowering contact centre agents with the ability to deliver exceptional CX, can have a profound societal impact.
Transforming CX with technology that supports agents during customer interactions or facilitates frictionless customer journeys can improve CWB in direct and indirect ways. For instance, reduced friction significantly reduces stress levels for anyone contacting the contact centre.
The societal impact of exceptional CX
Understand how intelligent solutions that seamlessly integrate customer data with AI and other advanced solutions, can help agents foster real human connections.
About‘Connect.
Connect combines global contact centre and customer experience (CX) expertise, deep domain knowledge, and unparalleled industry skills to make the complex, simple. Since 1990, we have leveraged our vendor-independent managed services approach to digitally transform how organisations communicate, both internally and externally. We specialise in combining the most relevant technologies and services from leading vendors and platform providers to create opti-channel engagement solutions, orchestrating frictionless experiences and simplifying complex communication challenges.
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