Get the whole organization on board to accelerate your transformation
The third, and final phase of our digital maturity model is around activating and transforming the organization. It’s here that the listening posts, dashboards, contextual embedded data, and smart-routing capabilities established in the earlier phases should inform decision-making processes across the organization.
Once you have made it to this phase, digital CX should be a living, breathing part of your business.
The most important element of an effective CX program is to close the loop and fix the problem your customer is facing.
The best closed-loop programs include a range of solutions such as:
Smart routing, API integrations (Slack, Jira, etc.)
Alerts and triggers
Real-time dashboards
Ticket management solution
In a digital setting, closing the loop happens on a macro- and micro-level.
On the macro level, that means using customer feedback to fix problematic journeys through strategic change for the company.
On the micro-level, closing the loop typically means personally reaching out in some capacity to rectify a problem presented by an individual customer.
In some B2B settings, closing the loop with each customer is possible, but for B2C, closing the loop on poor experiences through the digital channel is incredibly daunting, if not impossible.
Few teams have the resources to take on real-time responses to the large volumes of persistent feedback, so you need to be able to prioritize.
When it comes to prioritization, it’s worth considering the following data points:
average cart value
Ask the following questions in order to define categories and determine a specific list of priority customers.
Ensure those who are responsible for closing the loop are empowered to delight the customer
Establish rules to prioritize high-value versus low-value visitors and triage tickets appropriately
Use technology to improve experiences for low-value customers