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Customer Interaction Management Blueprint
Customer Interaction Management Blueprint (CIM-B) is a knowledge framework and implementation methodology that spans the entire contact management process. The CIM-B exercise results in a business design, technology design, an implementation schedule and a road map for the foreseeable future emanating from a ‘bill of improvement’. Each of these improvement opportunities are clearly substantiated to become an implementable project with well defined objectives.
Self service analysis
This assessment program employs an analytical procedure that identifies bottlenecks that impede performance and generates pointers to increase the efficiency of existing self service systems and enhance customer satisfaction. This results in
- Improved self service containment
- Enhanced call flows
- Improved menu structure
- Opportunities to build / extend automation
- Pointers to customer behavior change
- Improved reporting
Customer Experience Analytics
Customer Experience Analysis is the science of analyzing customer interactions across multiple customer interaction channels (IVR, Web, CTI, Email or Chat). Today, organizations provide multiple channels for customer interaction, leading to different methods of achieving the same goal, with varying costs and degrees of success. The question that organizations need to ask themselves is
- Are there gaps between actual customer experience and system design? Are customers getting served in the way that the organization conceived it, or are they having trouble in doing so?
- What is their actual experience on the interaction channel, and is there scope for improvement?
- Are business objectives being met using these customer interaction channels?
- Is there a way to take customer service decisions based on actual customer behavior?
Servion has partnered with ClickFox to offer a Customer Experience Analytics solution which provides a visual map of actual customer behavior across multiple interaction channels, and provides answers to the above questions. ClickFox’s patented technology takes structured and unstructured information from native system logs and graphically reconstructs them to create a visual blueprint of customer traversals. Based on business requirements, processes are analyzed with different scenarios like dominant paths, repeat attempts, drop-off points and next-step activities. This analysis provides clues to why customers do what they do, and how this behavior affects the expected results. With this knowledge, changes can be made to the existing processes such as changing IVR menu structure, adding automation, extending logging and so on. Since businesses continuously update their offerings, customer interactions too evolve, which necessitates a continuous improvement cycle.
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