3
Strategies to Improve
the Customer Experience
eBook
Three Strategies to Improve the Customer Experience 2
Three Strategies to Improve the End-to-End
Customer Experience (CX)
Focus on the following areas to take your customer experience to the next level:
STRATEGY STRATEGY STRATEGY
1 2 3
Implement Routing Using Full Shift from Managing Interactions Continuously Optimize Your Workforce
Customer Context to Orchestrating End-to-End
Customer Journeys
Three Strategies to Improve the Customer Experience 3
Introduction
Managing CX across the end-to-end journey
Delivering great customer experiences requires a strategic approach across multiple departments and lines of
business within the company – not just the Contact Center.
These three approaches can be combined to connect disparate customer experiences into a consistent, seamless and
personalized journey for your customers.
They will produce insight into the existing customer experience and measure the effect of change as new processes
and procedures take hold.
Companies focused on the end-to-end journey perform better.
Lower Cost to Serve
Revenue Growth Customer Satisfaction
10 to 15% 20% 15 to 20%
Source: McKinsey
Three Strategies to Improve the Customer Experience 4
Top Three Drivers for Investing in CX
Why Improve CX?
The top three reasons why businesses proactively manage and invest in customer experience are:
1. Improve customer retention(42 %)
2. Improve customer satisfaction(33 %)
3. Increase cross-selling and up-selling (32 %)
Addressing each of these reasons can positively impact bottom line revenue
Improve Improve Improve
Customer Retention Customer Satisfaction Cross-selling and
Up-selling
42% 33% 32%
Three Strategies to Improve the Customer Experience 5
1
Implement Routing Using Full
Customer Context
Implement Direct-to-Agent Routing Across
All Channels to Improve First Contact
Resolution Rates
Routing originated from linear, queue-based legacy systems that provided little flexibility into how
customers were handled. These routing limitations led to long wait times, multiple transfers, underutilized
personnel and unhappy customers.
Routing with full customer context helps you orchestrate the end-to-end customer journey. By
connecting valuable customers with the best available resource, while providing all relevant information
and interaction history to your agents, your organization can drive increased customer
loyalty and profits.
Routing customers correctly the first time with full context eliminates repetition
and reduces frustration - whatever the customer issue or need. It can be the
difference between an unhappy customer and a loyal brand advocate.
Three Strategies to Improve the Customer Experience 6
2
Shift from Managing Interactions to
Orchestrating End-to-End Customer Journeys
Retain the Status of a Customer’s Prior Activities and Interactions to
Seamlessly Resume the Journey Upon Re-engagement
Many companies are only focused on
delivering great CX at the individual
interaction level and disregard looking
across the series of interactions that
make up a journey.
By taking a holistic view and maintaining prior status
of a customer journey by keeping system in “idle mode” until
your customer returns, you can rapidly move the customer forward to
quickly a complete their intended action - without the need to repeat prior steps or
previous information.
Utilize proactive communications to notify the customer of key events and information by anticipating the
most likely next steps on the journey. This reduces both customer effort and the resources needed to
complete the customer journey - benefiting both customer and company.
Three Strategies to Improve the Customer Experience 7
3
Continuously Optimize Conclusion
Your Workforce Each of these three strategies will
help you automate the routing
Synchronize your workforce with your of customers to right people and
continuously improve, allowing you
customer routing strategy and automate to effectively manage customer
processes for real-time skills assessment journeys that enhance the overall
experience.
and training. Insight into the customer journey
helps your business anticipate a
Effectively managing the customer throughout their journey - while continuously optimizing your customer’s next step to personalize
workforce to deliver a consistent experience across all channels - requires comprehensive integration the experience or provide proactive
of business processes that only automation can provide. updates to streamline the process.
This can have a dramatic impact
The ability to define people in your organization and relate customer-centric tasks to them will on the latest strategic CX metrics,
create a measurable, manageable workflow from a complex array of operational and business-driven including Net Promoter Scores
requirements. (NPS) and Customer Effort Scores
(CES).
Back office systems with disparate customer information can be combined with real-time customer
activity, providing relevant information to your workforce when dealing with the customer or The result is consistent, seamless
addressing their needs. Findings from speech and text analytics trigger automated workflows and personalized customer
that remove manual inefficiencies. This end-to-end automation of workflow optimization delivers experiences that drive revenue
continuous improvement of the workforce. growth, increase customer
satisfaction and lower your cost
to serve.
www.genesys.com
About Genesys
Genesys is the market leader in multi-channel customer experience (CX) and contact center solutions in the cloud and on-premises. We help brands of
all sizes make great CX great business. The Genesys Customer Experience Platform powers optimal customer journeys consistently across all touchpoints,
channels and interactions to turn customers into brand advocates. Genesys is trusted by over 4,500 customers in 80 countries to orchestrate more than
100 million digital and voice interactions each day.
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