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Monday, September 5, 2022
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   * Customer Experience News
     
     
     
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Home Thought Leadership Five Customer Experience Goals for 2022 | Opinion
Thought Leadership


FIVE CUSTOMER EXPERIENCE GOALS FOR 2022 | OPINION



By Charanya Kannan
December 20, 2021
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As we get closer to 2022, it’s time to reflect on the successes and failures of
the past year. What did we learn? What can we improve? How can we find new ways
to excel and drive effort into building deeper and longer lasting relationships
with our customers? These are all top-of-mind questions for business leaders.

Customer experience (CX) will be a primary focus for companies in 2022. With a
seemingly endless stream of innovations over the last few years and massive
growth in demand, with subsequent supply chain issues caused by the pandemic, CX
has become an even more critical competitive differentiator. Customers now have
a world of opportunities—and choices—at the distance of a click and they expect
nothing less than a memorable and personalized experience.

What are the five most important CX goals that companies should strive to meet
in 2022?


OPTIMIZING CONTACT CENTER KPIS

Establishing the right contact center KPIs and tracking them regularly is
crucial to ensure companies are delivering the most impactful customer
experience and that the contact center is efficiently addressing customers’
issues and concerns. To do that, they need to ensure they’re using accurate and
reliable metrics to measure contact center performance. Metrics such as service
level, first call resolution, customer satisfaction scores, or average handle
time measure agents’ work, how fast they’re doing the work, and the quality of
care they’re giving customers. Optimizing KPIs not only improves customer
experience but boosts employee experience and engagement.


ADOPTING AI AND AUTOMATION

Artificial intelligence (AI) technology is changing the way contact centers
work, streamlining operations, and significantly improving customer experience.
As evidence of its value grows, AI is increasingly being considered a necessity
to compete effectively by delivering faster, more accurate, and inclusive
customer service. In fact, 80% of CX professionals believe that AI will empower
a better contact center experience.

Contact centers are quickly adopting AI-powered tools, such as virtual agents,
voice assistants, and chatbots to perform routine tasks that require very
limited to non-existent human intervention. However, even though AI and
automation services are expected to rise in 2022, a human touch in customer care
will still be essential. AI and AI-enabled virtual agents will not replace human
agents in the contact center but complement their services by creating a hybrid
model that combines AI and human interaction to provide the best customer
service.


PROVIDING SEAMLESS CUSTOMER JOURNEYS

Customer experience is the perception and feelings customers have of a business
and the type of relationship they develop during the customer’s journey. Today’s
customers interact with companies they do business with through various online
and offline channels. For this reason, companies must drive their efforts not
only into providing customers with options but ensuring a seamless journey,
regardless of how the interaction started and the number of channels it went
through before coming to a close.

An omnichannel approach is essential to a successful customer experience
strategy. Customers must be able to start a conversation on any channel, anytime
and pick up from where they left off on any other channel at any other time. The
ability to handle interactions seamlessly from one channel to another while
maintaining context builds a truly omnichannel customer service experience.


FOSTERING EMPLOYEE ENGAGEMENT

Creating a better employee experience and increasing engagement will positively
impact customer experience. CX has two main components: your product and your
people. Your people—the contact center agents—are the interface between your
business and your customers, positioning them as essential drivers of revenue.
Agents are also the voice of the business, and if they’re happy, engaged, and
motivated they are more likely to perform better.

The constraints we’ve all experienced in the past two years and the emergence of
a global workforce pool accelerated the development of a hybrid work environment
that is both a challenge and an opportunity to a successful employee engagement
strategy. A hybrid workplace ensures that companies cater to the needs of each
individual employee by allowing them to choose where they want to work. Policies
that allow flexibility, foster a culture of communication and inclusiveness
regardless of the physical location, and give employees a voice are essential
for happy, productive, and engaged employees.


TURNING THE CONTACT CENTER FROM A COST CENTER INTO A PROFIT CENTER

Contact centers must embrace their role as a strategic asset to drive customer
engagement. The traditional idea that contact centers are cost centers is
falling to the ground as the adoption of digital channels paves the way for
contact centers to become revenue-generating hubs.

Contact centers have started to experience business growth by moving away from a
purely reactive approach to customer service and starting to deliver more
efficient and memorable customer experiences. Contact centers can be growth
centers and part of the strategic goals of an organization by proactively
engaging with customers to provide differentiated service. In 2022, CX
professionals across industries will reshape their business strategies, and make
positioning the contact center as a profit center a top operational priority.

FINAL THOUGHT…

The high cost of acquiring a new customer as opposed to maintaining a current
customer is familiar to us all, so we have to make every moment, every
conversation with customers matter. Repeat business only happens if we provide
them with unforgettable experiences. When you set your CX goals for the coming
year, these five should be on that list in some form or another. Resolve to meet
them and keep fine tuning as necessary throughout the coming months. Your
customers will thank you by coming back for more.



About the author

Charanya Kannan
Charanya "CK" Kannan is the chief product and engineering officer at Talkdesk.
Read more about this author >

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