Beyond the Frontline
Tackling Customer Experience at the Heart of your Organisation
Empowerment of staff comes from an awareness of what creates a good customer experience, rather than leaving the task of delivery entirely on the shoulders of the customer service agent. Adamson comments that “there is no need to strike a balance between empowering your front of line staff and building strong business processes behind this, as the two areas supplement each other”. Capturing the voice of the customer at the front end and building this into business processes is the foundation from which the agent is enabled to give a superior customer experience. “If the agent is aware of what drives a good business experience, this is what we build into the business process” explains Adamson.
Various technologies can be used to help support the frontline staff to more easily communicate with customers, and digital tools such as Artificial Intelligence can segment and personalise each customer experience. Adamson says that “we use speech analytics and coupled with AI, as ultimately we want to understand what’s going on from a CX quality perspective”. New technologies such as these also build an understanding of customer treatment at every touchpoint, explore which customer segment will be affected by changes and connect information about issues proactively towards the applicable customers. This not only equips frontline staff with the information needed to solve any immediate customer issues, but helps build a wealth of internal knowledge for other functions looking at the longer term customer experience journey.