Executive Perspectives-Implementing Closed Loop CX Program
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Implementing a closed-loop customer experience program can significantly improve customer satisfaction scores by creating alerts for negative feedback and having employees address customer issues. This closes the loop with customers and helps identify trends to improve processes. Key aspects of a successful program include determining objectives and metrics, implementing core closed-loop processes like capturing feedback and resolving issues, and gaining employee buy-in through communication and acknowledgement of contributions. An integrated feedback and case management system can help organizations centrally manage feedback alerts, cases and resolutions across departments.
Executive Perspectives-Implementing Closed Loop CX Program
- 1. Implementing a closed-loop customer experience (CX) program in your organization can have a profound effect on Net Promoter Score® (NPS) and customer satisfaction (CSAT) scores. The key to this is creating alerts based on constructive and negative feedback from your customers. These alerts then go to employees who can close the loop by providing assistance to these customers. One benefit is that your customers have their challenges quickly addressed by authorized employees. But, this type of customer feedback can have additional benefits for your organization. By thoroughly analyzing interactions with customers, your employees can identify trends and process improvements that can increase customer loyalty, reduce customer churn and create differentiated customer experiences while improving operational efficiency. Following a set of best practices can help your organization achieve these results from your closed-loop feedback program. Determine Objectives and Metrics Start by identifying the areas that are most critical to your organization’s goals and then determine the metrics against which the program will be measured. It is critical to select metrics that will provide a comprehensive view of the business, similar to a balanced scorecard. Your business metrics, such as reducing customer churn, should align with operational metrics, such as the time from feedback escalation to response to the customer. The goals and metrics you choose will guide the implementation of your closed-loop program. As you determine the goals and metrics, establish benchmarks before you implement your program so that you will know the current baseline for each metric. Baseline metrics are critical to measure improvement and validate return-on-investment (ROI) goals. Key Closed-Loop Processes A core set of processes is integral to implementing a successful closed-loop feedback program. The core closed-loop process is at the top of your process hierarchy. The key steps in this process are: • Capture feedback • Trigger alerts • Assign, prioritize and track feedback alerts • Analyze problem • Resolve problem • Communicate with the customer • Identify trends and process improvements Analysis, resolution and customer communication is a sub-process within itself. Sometimes additional information is needed from the customer to correctly understand and resolve the issue. Depending on the number and complexity of underlying problems, customer interaction may be an iterative process until resolution. Best Practices for Implementing a Closed-Loop CX Program Executive Perspectives
- 2. Executive Perspectives info@verint.com 1-800-4VERINT Americas Europe, Middle East Africa Asia Pacific Verint. Powering Actionable Intelligence® Verint® is a global leader in Actionable Intelligence® solutions with a focus on customer engagement optimization, security intelligence, and fraud, risk and compliance. Today, more than 10,000 organizations in 180 countries — including over 80 percent of the Fortune 100 — count on Verint solutions to make more informed, effective, and timely decisions. Unauthorized use, duplication, or modification of this document in whole or in part without the written consent of Verint Systems Inc. is strictly prohibited. By providing this document, Verint Systems Inc. is not making any representations regarding the correctness or completeness of its contents and reserves the right to alter this document at any time without notice. Features listed in this document are subject to change. Not all functionality is available in all configurations. Please contact Verint for current product features and specifications. All marks referenced herein with the ® or TM symbol are registered trademarks or trademarks of Verint Systems Inc. or its subsidiaries. All rights reserved. All other marks are trademarks of their respective owners. © 2016 Verint Systems Inc. All Rights Reserved Worldwide. 08.2016 info.emea@verint.com +44(0) 1932 839500 info.apac@verint.com +(852) 2797 5678 verint.com twitter.com/verint facebook.com/verint blog.verint.com Not all triggered feedback alerts will run smoothly through the core closed-loop process. Supporting processes with assigned roles and responsibilities are critical to the health of the program. These processes include: • Trigger alert management • Feedback alert tracking and internal service-level agreement (SLA) management • Feedback alert coverage and reassignment • Continuous program improvement Building Employee Buy-In Implementing a closed-loop CX program involves changes within the organizational culture. Be sure to include employees of all levels as part of the planning, pilot and implementation teams. When it is time to implement your closed-loop program, it is imperative to educate, reinforce and continuously demonstrate to employees that this will not be a “big brother” monitoring system. To encourage employee buy-in to the program, you should: • Explain what the feedback and reporting means to the employees and management. • Share the “triggers” that will raise alerts. • Teach employees how to use feedback to improve their performance and the customer experience. • Implement an employee feedback process using surveys or discussion forums so all employees feel empowered to recommend improvements to the customer journey. • Acknowledge those employees who contribute recommendations that are implemented. • Share the economic impact of the closed-loop process with employees. Feedback and Case Management Systems In many organizations, the employees who are responsible for resolving feedback alerts are spread across multiple departments. The simplest approach for keeping them all in the loop is to use a single, integrated enterprise feedback and case management solution. A “case” is created by a feedback alert and is “opened” and “closed” during the time required to resolve a problem. Core capabilities of this system should include: • Triggering of alerts based on selected criteria, such as detected customer emotion and low promoter or satisfaction scores. • Tracking and aligning issues through user-defined criteria, such as business unit, product/service, or stage in the customer journey. • Assigning and prioritizing cases automatically to help ensure timely responses and balanced workloads. • Monitoring case status, resolution times, and audit trails centrally, across all cases, to help ensure follow-up and closure. • Integrating with enterprise systems, such as sales and marketing automation and customer service. By using an integrated feedback and case management solution, you can proactively and quickly resolve issues, drive company-wide action and accountability, and prevent future issues. Conclusion The best practices discussed in this paper have been used with repeated success by Verint® customers. In combination with the Verint’s proven solutions for speech, engagement and community analytics, these practices have helped organizations achieve a level of service that drives higher rates of customer satisfaction and loyalty, agent productivity and operational efficiency.