It’s a common experience in inefficient omnichannel call centres – you have to tell a customer service rep your information moments after you already inputted it into the IVR system. Or you must explain to a call centre agent about the unsuccessful live chat experience that prompted your customer support call. Or you respond to a direct mail or social media promotion, only to find a clueless representative on the other end of the line.
Most customer experience leaders say they have active voice of the customer (VOC) programs in place. They track NPS, ask customers to complete post-interaction surveys, and employ speech analytics. But too often they are not really listening.
Customer-centric companies have long understood the need to manage their customer portfolio, rather than just their portfolio of products or services. These firms know that the customer portfolio must be the fundamental factor guiding how a company is organised, what it manages, and what it measures.