In our last blog post we broke down a Frost & Sullivan survey of contact centers around the world and took a look at how Operational Customer Experience (OCX) impacts customer satisfaction. In this post, we examine the kinds of obstacles that affect OCX among the companies surveyed.
(Click to download the infographic)
What is Operational Customer Experience?
To refresh your memory, OCX is a framework of metrics for the quality of how a customer experiences a company's customer service systems. Measuring OCX provides a company with the ability to view a customer's journey across digital channels from an outside-in perspective using objective and repeatable methods.
OCX issues, meanwhile, are customer frustrations that happen as a result of technology-related issues. This includes everything from poor audio quality on a call to an unresponsive chat support web page.
The Obstacles that Affect Operational Customer Experience
The survey respondents, who were all either wholly or partially responsible for customer experience in their company, had to have a strong understanding of customer satisfaction metrics including NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score). Companies spanned geographies across Australia, New Zealand, the US, the UK, Canada, France, and Germany and industries including banking, healthcare, and government.
These were the key findings related to OCX-impacting issues in the report:
The top 4 issues impacting customer experience were:
- Poorly integrated systems
- Poor load handling
- Cost of upgrading/lack of funding
- Business functions/departments operating in silos
The top 5 digital (non-voice) related OCX issues were:
- Repeating information multiple times
- Inadequate information
- System outage/failure
- Information inconsistency
- Not supporting all channels of communication
The top 5 voice-related OCX issues were:
- Long hold times
- Multiple call transfers
- Long/complex/confusing IVR routing
- Poor first-call resolution
- Poor call/voice quality
Finally, the number of incidents experienced was:
- 40% had three Severity 1 incidents per year
- 45% had five Severity 2 incidents per year
- 33% had three Severity 3 incidents per year
What kinds of issues impact CX at the operational level in your company?