Creating a frictionless customer journey

Posted on: October 05th, 2016 by Art Barger

Two-thirds of your consumers may believe talking to a live agent provides the most success for problem resolution, but that doesn’t mean they’ll stick around if the service is bad.

According to the article, “New Study Reveals Customer Service Is Getting Worse,” 68 percent of consumers said phone calls are the best way to resolve problems. However, 82 percent of people surveyed said they will stop doing business with a company following a bad experience. Those are strong findings for contact center managers working to provide better customer service.

For many call centers, it may not be the service that’s creating friction with their customers, it could be the journey that callers have to go through to get their problems resolved. The study found that it takes consumers six different interactions to resolve an issue. This number is in contrast with what call center managers believe only takes customers one or two interactions to fix a problem. 

With a growing disconnect between customers and businesses, Ken Landoline, principal analyst of customer engagement at Ovum, who along with LogMeIn conducted the survey, said it’s more important than ever for companies to understand their customer journey because customer loyalty and their future revenue growth depend on it.

“The disparity between the perception of contact centers and the reality of consumers when it comes to customer experience is worrisome as every interaction is proving to be critical to customer retention. Because customers will stop doing business with a company following a bad experience, it is critical that brands identify friction points in the customer journey and offer their reps the tools and technology to help improve the overall customer experience from pre-purchase through post-purchase support.”

It’s this kind of disconnect with customers that today’s banks and businesses need to remove if they are to succeed at creating a better overall experience. Understanding the breakdowns and how to balance traditional and innovative customer engagement tools is how contact centers are going to meet their customers’ growing demands, said David Campbell, VP of customer engagement and  support solutions at LogMeIn.

“Today’s always-connected customer expects immediate access to information and fast, efficient and frictionless service. Most contact centers struggle to meet these expectations because they are limited by disjointed, legacy systems. We see many forward-thinking businesses overcome these challenges by prioritizing investments in solutions that unify their engagement strategies across traditional and digital channels.”

Automated identification tools like the TRUSTID® Physical Caller Authentication solution help make the telephone channel a faster and frictionless experience for customers. By removing conventional knowledge-based authentication (KBA) tools that frustrate customers and drive up operating costs, real-time caller identification creates an efficient and satisfying experience that’s needed for today’s around-the-clock call center environment.

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