1. There is a 45-point gap between a company’s understanding of the channels that customers prefer to use, and the channels customers truly prefer to use.
Emily Estes, Senior Director of Service and Support at Thumbtack, detailed how the technology company noticed the gap and how they are trying to fill it.
“One of the things we’ve noticed at Thumbtack is that we had a need to educate our consumer on what channels are actually best,” Estes said. “They may have a channel they prefer; for us, that happens to be email. But in our environment, we need a live interaction that’s back and forth, especially because more and more of those requests are actually deep, intense issues that have a lot of complexities to resolve.”
Estes continued to say Thumbtack bridges this gap by educating consumers on the most effective channel in finding a solution instead of a channel they would naturally pick.
Rick Zayas, Vice President of Customer Experience and Performance Improvement at COPC Inc., expressed the disconnect isn’t because organizations aren’t doing enough. Instead, the gap is an effect of the decision-making process from which the channels are chosen.
“It’s important as leaders that we have the ability to listen to that customer’s voice and understand their perspective so that we can design a service experience that meets their needs while still impacting our bottom-line in a positive way,” Zayas said.
“They [the channels] have to be accessible, and they have to be able to perform well in terms of meeting the consumer’s needs. [Each channel must] be able to resolve the reason why [the customer] reached out in the first place, whether they’re reaching out to acquire a service or a product or needing support with a service or product.”
2. Most companies who have a quality assurance (QA) program only measure quality for human-assisted channels, not self-service technologies.
Social-distancing guidelines and other pandemic-related restrictions kept most people at home. As customers avoided large gatherings or in-person interactions, companies quickly expanded their self-service technologies and artificial intelligence (AI) to meet customer needs.
However, while companies heavily leveraged self-service technologies (SSTs) to support their customers, one process was inadvertently left out of the process – a QA program for SSTs.
The report revealed that while 90% of organizations have a QA program for CX, only 28% have a QA program for SSTs.
Julie Weingardt, Vice President of Operations at Turo, expressed that Turo must ensure quality assurance is part of the entire customer journey. Listen to more of what Julie says about Turo’s steps to improve QA in its SSTs.