By Bonny Evans, Tealeaf Best Practices Manager —
Setting a Customer Experience Management strategy can sometimes seem like a daunting task. You look at all that you can impact with this discipline and wonder where to start. That's one of the reasons we usually recommend against a boil-the-ocean approach. Often, a more practical approach is to start by defining a few focused areas and staying centered on them. Once you've had some early success, you can then gradually expand these areas of focus across your business.
I'll give you a couple suggestions on where you might find those initial focus areas.
Setting a Customer Experience Management strategy can sometimes seem like a daunting task. You look at all that you can impact with this discipline and wonder where to start. That's one of the reasons we usually recommend against a boil-the-ocean approach. Often, a more practical approach is to start by defining a few focused areas and staying centered on them. Once you've had some early success, you can then gradually expand these areas of focus across your business.
I'll give you a couple suggestions on where you might find those initial focus areas.
Gathering information from your customers is a good place to begin identifying site optimization opportunities. If you're using Tealeaf in your contact center, you'll not only enhance the customer service your company provides, you'll also quickly identify opportunities to optimize your site. It's a pretty simple process, really. Customers who struggle on your site call your contact center, bringing your attention to what's wrong. Using Tealeaf, your call center agents can simply annotate the web sessions for these customers and send them to the web development team. Et voila! You've quickly minimized the number of customers who will be impacted by the issue.
Customer feedback forms and Voice of Customer (VOC) solutions offer another opportunity for quick success. These customer comments are great indicators of issues and areas for improvement. The problem is, they're not often detailed enough to act on. You'll see a lot of things like "Your website is broken" or "My transaction failed!" Bring Tealeaf into the equation and you can see exactly what those customers experienced before sending the feedback. So you'll know why they were so frustrated. What's more, you can quickly identify how many other customers were affected by the same issue, enabling you to prioritize the fix accordingly.
Of course, there are many productive avenues for getting started with CEM. What were some of your starting points?
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