What is a CX platform in the context of contact centers?
Customer experience (CX) is the collective result of every interaction a customer has with a business. Whether it be a Facebook ad, a retail interaction, or an online purchase, a consumer uses the impressions from each touchpoint to form an opinion of the company. Ultimately, the opinion informs decisions, like whether or not to do business with the company. This means every touchpoint matters and needs to be carefully designed, monitored and managed.
Perhaps the touchpoints that matter most happen in the context of customer support. A customer that needs help can form a quick, relationship-altering opinion based on the quality of service they receive. That's why many businesses implement robust, full-featured technical solutions in their contact centers that can also serve as CX platforms.
Businesses use CX platforms to design and implement touchpoints and then monitor the performance of those touchpoints so they can continuously improve them. In contact centers, the CX platform provides customer-facing functionality, the "behind-the-scenes" tools like forecasting and scheduling, and sophisticated analytics tools to assess the quality of customer experience.
As an example, an interactive voice response (IVR) system is a typical component of a CX platform. This is the recorded menu that greets customers when they call support. Let's say callers are getting lost in the menu tree, causing them to bail out of the IVR. Next, they sit in a queue for 15 minutes, waiting to talk to a customer service agent. The agents struggle with the particular issue that is causing so much phone volume, which drives up handle time. Altogether, bad customer experience.
A strong CX platform would alert leadership to several issues along the customer journey. First, it would pinpoint places in the IVR where customers are bailing out of the menu at high rates, thus directing redesign efforts. The CX platform would also highlight high queue times and facilitate timely intraday staffing adjustments. Next, it would identify call drivers and enable managers to push out information to agents so they can better assist callers. Finally, customer satisfaction scores would let contact center leaders know if these adjustments were working.
This example illustrates how good CX platforms can help businesses control, improve, and monitor customer experience. Contact centers with strong CX platforms in place can quickly identify problem areas and implement improvements that can lead to more satisfied, loyal customers.