Kuldip Pabla is the co-author of this blog
CX (Customers Experience)
In commerce, customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during their experience.
A good customer experience means that the individual's experience during all points of contact matches the individual's expectations.A Customer Experience is part of the almost infinite number of human experiences. A negative CX creates pain in customers. Here is a tweet
Where there is anger, there is always pain underneath.— The Human Experience (@thehumanxp) March 20, 2017
CX is broken across industries
- If you want an exercise in banking futility, call Wells Fargo.
- ATT had the dubious honor of ranking number one among all companies in a survey asking subscribers which companies have the worst customer service in the country.
You can read what the article says about the other companies. The Customer Experience in these companies is a journey through anger and pain.
Top management is aware. Their real intention is to "manage the customer experience" (as Gartner describes the process).
At Comcast, after One Year in to Comcast’s Massive Customer Service Overhaul there is no real improvement.
The scores are still low. And, Comcast’s gains might be due to their initiatives or it might be attributed to the Hawthorne Effect, where the mere act of looking at something more closely makes it improve.Comcast's treatment for a low CX was misdiagnosed. They did not develop a customer-focused vision and there is no awareness of the new Artificial Intelligence and Chatbots technology
Improving the CX and eliminating customer pain
This is exactly what Cooldimi does
The following diagram shows the details
|How Cooldimi Platform improves the CX|
Most call centers assign one customer representative per customer, as you see in the top part of the diagram. If we have three customers calling at the same time, customer number four will wait. The wait times are longer and longer as traffic increases. Once the customer reaches the first level CR, the person just starts collecting basic information and decide to pass to the next level, who may be not (and often she is not) the right person. There is enough wait time accumulating to breed anger and frustration
The lower part of the diagram shows how AI chatbots work in customer interaction. First, the chatbot responds immediately, there is no waiting time. If properly trained, the AI chatbot handles the salutation, standard small talk and collects all the data.
The Cooldimi platform uses chatbots to do the heavy lifting. One human CR can service now 10x or more customers and keep them happy
Research has shown nearly half of people do not mind chatting with chatbot, as long as the conversation is taken over by a human later on. Each interaction of the bot uses the Knowledge Base of answers and at the same time updates it real with latest information
|Monitoring customer satisfaction real time|
Cooldimi Platform displays the customer satisfaction. In previous blogs, we talked about happiness factor. In large companies there is no human contact face to face among employees, management and customers. There is no personalization and this goes against human nature.
The diagram shows a customer, well identified, starts scoring low and falls in the red area; the company takes immediate action and brings her back to the yellow area
This is how Cooldimi manages the CX (Gartner's terminology). CX is an asset making money and improving profitability
Changing the culture
This can not be done overnight and it can not be done, from inside the company
Changing an organization’s culture is one of the most difficult leadership challenges. That’s because an organization’s culture comprises an interlocking set of goals, roles, processes, values, communications practices, attitudes and assumptions.The elements fit together as an mutually reinforcing system and combine to prevent any attempt to change it.
|What we say we do is visible. What we really do is based on inertia|
It has to be done from outside. AI Bots for big businesses for Customer Experience are almost exclusively offered by startups
We can help turn a big ship around. We plant a nucleus based on AI and grow it up until a new standard of CX permeates the organization. Changing the CX is the first step.
|To avoid customer switching brands, in 2016 almost 90% of companies compete based on CX|