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Article CX Strategy

Are You Using These 5 Approaches to Greater Business Agility?

It wasn't long ago that just responding to a customer complaint within 24 hours would make you a customer focused company.   But we've come a long way over a couple of years and more advanced tools are powering an elevated standard for being customer centric.  

Agility is a big part of achieving excellence in your customer relationships.  But what are some of the new focus areas in building an agile business (from a customer centric perspective)?  Below are several, all rooted in rising customer expectations -- those expectations aren't just created by your competitors but also by 'similarly equipped' companies in other industries.   For example, if a customer gets a level of mobile support from one company, they expect that any company should be able to provide that.

1. Having the maximum knowledge (information) for each customer situation 

Being agile isn't just about how fast you move, it's about how quickly you get to the right result.  Information is the key to getting where you need to faster.  Customer service calls are a great example. The earlier you recognize a customer and know details about their history and profile the faster you get to the context to be able resolve their problems.  Once they experience that level of knowledge during service interactions, customers begin to define that as a key indicator of a responsive and agile company.

Sparkcentral's (http://www.sparkcentral.com) omnichannel customer recognition feature ensures your agents recognize customers (even on social and mobile) -- that speeds their ability to assess and address a customer situation (context is always the key).  

2. Team agility by shared access to data and correspondence -- no surprises at the time of key decisions

Agile businesses know the key is to avoid speedbumps (by not letting them be built).  The biggest speedbumps that your team members face is when they're surprised by new information -- either from teammates or the customers themselves.  Many times it's totally avoidable and that means constant alignment of team members based on shared access to all key data, feedback and docs.

Intercom's (http://www.intercom.com) solution breaks the speedbumps to an aligned and agile team.  Totally visibilty around conversations means team members are aware, collaborate and move in and out as needed to ensure rapid resolution 

3. Going beyond reactive to proactive -- know when cx failures coming

The earlier you know a problem is developing, the less you have to panic and speed a solution.  The key is building data sources and analysis automation to predict when failures are coming -- be there to stop them before they happen.

inQuba (http://www.inQuba) offers Wired, a solution which monitors key metrics around cx.  Thresholds are set and stored within Wired to indicate or act as predictors of when customer experience is likely to fail.

4. Agile, seamless switching between platforms as customers do

Maintaining agility comes down to being able to respond to changing conditions around your business.  That can be macro or micro changes such as an individual customers hopping between different channels.  Cutting edge businesses have infrastructure that allows team members to jump with customers with no loss of capability.

Five9 (http://www.five9.com) omnichannel empowers agents to seamlessly move across support platforms while maintaining the same level of support and access to system tools.

5. Reducing drag: agility includes minimizing wasted effort -- regardless of business area. 

In auto racing, speed isn't just about increasing horsepower -- it's also achieved by reducing drag.  similarly, business agility depends as much on keeping out the extraneous and unnecessary.  And that means knowing where to focus your efforts based on sound data.

Questback’s (http://www.questback.com) Orbit module cuts the time needed to reach your audiences. It makes it possible to create highly complex hierarchical structures, such as reporting lines within an organisation. Providing the context and ability to exactly target the right people and parts of your audience in order to find out what matters most to your business.

Customer centricity is redefining what it means to be an agile business.  Competitive advantage is all that matters in the end -- and that comes from being agile in ways that the customer sees and benefits from.

Dec 7, 2016  
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