The benefits and best practices of a unified CEM program
- No centralised customer history. If a customer first makes a purchase online, then seeks tech support at a brick-and-mortar store, then calls the contact centre about a billing issue, each piece of this record will be housed in a different system.
- No synchronised case management. An employee trying to close the loop with the customer will have no way of knowing the customer’s entire use history and pain points, so any follow-up risks being either over- or underdone.
- No clarity at the executive level. With a handful of systems each generating different reports, execs have no way of monitoring and benchmarking the performance of the business on a single metric spanning touchpoints.
- Gain commitment to the launch from everyone - the frontlines to corporate executives. This firm embraced the customer satisfaction initiative as the single most important goal throughout the organisation. From the CEO on down, the company was prepared to expend the resources necessary to build the program across two brands, thousands of stores, a wedding registry, furniture delivery, the contact centre, and more. In fact, the CEO informally added chief customer office to his title to further reinforce the commitment. "No decision will be made without the customer at the table," he said.
- Walk before you run, starting first with a pilot and then a full launch. The company wanted to implement a customer satisfaction program across stores, contact centres, and the website, so it began with its core - bricks-and-mortar. Once brick-and-mortar embraced the system, this firm was free to add contact centres, delivery, and other business aspects - and each feature became a seamless add-on rather than an entirely new implementation. Breaking up adoption into manageable chunks may take more time, but by doing so, you gradually convert stakeholders rather than overwhelming them with a new system.
- Sustain your commitment to the program even after launch: This company expects over 1 million pieces of feedback from customers in 2011 - which puts employees on the hook to make 100,000+ follow-up calls to customers wanting to hear from them.
Russ Haswell is vice president of sales for Medallia, Inc. a CEM vendor headquartered in Palo Alto, CA. With over 12 years of experience in customer experience management and enterprise software-as-a-service solutions, Russ heads up sales and business development efforts for Medallia.