What Drives Better User Experience?

Gone are the decades of brand loyalty. Today’s consumers are spoilt with choices. We have every day specials, low cost, fast & free delivery, Pre-bookings, 24x7x366 shopping, payment plans and the mighty credit card to pay for everything.

A smiling face behind a counter,  a warm welcome in a branch or a friendly voice on the phone is no longer the differentiation. Nobody waits for anything. Instant customer service is expected or get a bashing on social media.

In today’s App-Driven economy, customers demand instant gratification. Well, Why shouldn’t they not expect it?

Nobody needs to put up with average service when one can shop around online, anywhere and at anytime for a different service provider from across the oceans.

Most can relate to a last minute online search for a new insurance provider, real estate agent or travel bookings. I recently changed my vehicle insurance provider after being with them for years, not because of bad service but simply because they had not taken the time to analyse my needs and re-value my vehicles or give me a loyalty bonus. They sent me what I felt was an inaccurate quote, based on ageing data. A quick online search provided me with a number of preferable options and as a consequence I have changed insurer.

If the organisation in question had unlocked the hidden value in their data and used this within their underwriting processes they could to their advantage of have retained me as a customer.

With the above story in mind I would like to challenge you to consider what happens in your organisation when customers or employees perform these actions:

  •  Click the ‘pay’ button on your applications
    •  Fill out a form on your website
    •  Call your 1800 number with a query
    •  Report a fault and request a technician (I have another sad story about my oven repair)
    •  Submit a claim
    •  Request a document or contract to be reviewed

Typical next steps will include:

  •  An email is sent to a team to take action
    •  A PDF document is generated and then and email is added to a queue
    •  The call centre agent makes a note and sends an email to the relevant department
    •  We cannot tell you what time when the technician will be there, just wait all day
    •  The document is sent to a mailing group for review. Who knows when we will get a response

The reality is that process happens in every organisation, every day whether we manage it or not. If there are no systems then the process is driven by Excel, paper, email and humans.

Bottom line is, Bad processes lead to bad customer service. So, how do we drive a better customer experience?

Information flow is often hindered by paper, silos of control and lack of visibility.

Modern Apps can offer the best combination of Electronic Forms, Workflow, Data, Reporting, Mobile and offline experiences that are customised to meet unique business needs.

We use Business Process Application platforms to build these Apps. They provide a business with the ability to quickly design, implement and make changes pre-emptively to guarantee customer retention.

Dealing with the unknowns

Most organisations have systems in place to handle the critical business processes, e.g. the sales process, new customer on-boarding, etc.

When it comes to customer service, dealing with the unexpected or undefined is where companies often drop the ball.

Let’s look at an example:

  •  Your customer sends an email to the wrong department and it gets lost or is never dealt with
    •  A customer calls the technical support centre with a billing query

It’s hard to put processes in place to deal with these scenarios. This is where ad hoc workflow and tasking can save the day.

Imagine the following catch all scenario:

  •  An email address is monitored for incoming email. e.g. ContactUs@Mycompany.co.
    •  When a new email arrives a workflow process automatically starts
    •  Microsoft Azure sentiment analysis is used to determine if the email has a negative of positive sentiment. Negative emails are directed to an accelerated action workflow path
    •  If the email address matches customer records in a system, business rules kick in to automatically route the task to the correct manager, department
    •  Machine learning can be used to detect keywords to drive the business rules
    •  Attachments are automatically extracted and stored in a document repository for reference
    •  The customer receives auto emails and text alerts letting him know that his query is being handled, delayed, completed
    •  Internal staff can route the task to anyone with full tracking and history logs
    •  Internal staff can collaborate with the customer via email, share documents, request documents with full tracking and history logs
    •  Email responses from the customers are automatically associated with the original request

The result is great customer service, happy customers and new customer retention statistics.

This can be implemented easily with Business App platforms. Contact us to learn more about how jeylabs can help you drive better customer experience in your business. Email us at drive@jeylabs.com

Thanks to Tony Roupell  for providing the original content for this blog article.

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