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Why is Customer Experience quality not doing so well?

In a recent article by Forrester, their CX Index™ reports the troubling state of customer experience (CX) quality, revealing that many organizations are missing the mark in their customer service strategies. Despite the proliferation of advanced technologies and automated channels, the essence of effective customer service – understanding and addressing customer needs – is being overlooked.

Is this a trend expanding to the rest of the world? Let’s find out.

One of the primary issues identified by Forrester is the over-reliance on automation without adequate consideration of the customer’s journey. Many companies have implemented bots and automated response systems as a cost-saving measure, aiming to streamline interactions and reduce the burden on human agents. However, this approach often sacrifices the quality of customer experience. Automated systems can handle routine queries efficiently, but they frequently fall short in more complex or nuanced situations where human intervention is essential.

Customers today expect seamless and personalized experiences. When they reach out for support, they want their issues resolved promptly and effectively. Instead, they are often met with generic responses from bots that lack context and understanding of their specific needs. This can lead to frustration and dissatisfaction, as customers feel they are not being heard or valued. The absence of a smooth handoff from bot to human agent exacerbates this problem. When customers are transferred to a live agent, they often have to repeat information and re-explain their issues, highlighting a disjointed and inefficient service process.

Forrester’s analysis suggests that the root cause of this problem lies in the strategic priorities of organizations. Many companies are prioritizing cost efficiency and operational scalability over genuine customer engagement. The drive to implement automated solutions has overshadowed the fundamental goal of customer service: to resolve issues and build lasting relationships. It’s time for another paradigm and to move away from making a Contact Center addicted to KPI’s from the past.

To improve CX quality, for example, organizations need to rethink their approach. By focusing on really understanding and addressing customer needs, companies can create a more effective and satisfying customer experience, ultimately driving loyalty and business success. This also involves integrating automation in a way that complements human agents, ensuring seamless transitions and maintaining context throughout the customer interaction. 

At QuandaGo, we have the ability to enroll powerful automation and AI based Digital Agent solutions that we enrich with our BPO sister company – VANAD Engage – to make sure we deliver the best quality to our customers’ customers.

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