The Three E’s of the Customer Experience: Part 2

woman using phone for mobile banking

Customer expectations are changing, and companies who fail to differentiate through the customer experience (CX) will fall behind. In fact, recent Forrester research found that companies that provide outstanding customer experiences outperform the S&P 500 by 26 percent!

In order to achieve excellent customer service experiences, brands need to focus on the three E’s: ease, effectiveness, and emotion. This three-part article series addresses key trends of each one. Part 1 of the series discusses the first E, ease.The second of the three E’s is effectiveness.

Why customer service effectiveness matters

Many customer service organizations are able to provide service to broad segments of customers. But now they need to go a step further, ensuring the right customer service experience to the right person at the right time. Here are two ways to improve the effectiveness of the customer service experience.

1. Standardize service delivery with process guidance

Standardizing how agents deliver service has many benefits: reducing costs and training time, simplifying interactions, and ensuring compliance with policies and regulations. Companies are turning to sophisticated customer relationship management (CRM) software to formalize and streamline their processes. These systems have user-friendly interfaces that guide agents step-by-step through service interactions. They also empower agents by providing the information they need at their fingertips, such as customer account information, interaction history, and answers to virtually any question the customer may ask.

2. Harness the power of service analytics

While many customer service organizations excel at “decisioning,” or automating workflows based on a customer action, few succeed at truly harnessing the power of their data. Service analytics can provide enormous insight into the customer journey, consumer segments, and resolutions to common issues. These insights can then be practically applied in order to make the service organization more effective; for example, agent schedules can be adjusted to account for expected higher volumes in service requests based on online behavioral trends. Call centers can gain a deeper understanding of call patterns in order to reach out preemptively and prevent them. Customer service organizations transform from reactive responders to proactive problem-solvers.

Companies are facing more pressure than ever before to differentiate their brand through CX. By leveraging software solutions that streamline and improve service interactions, provide data-driven insights into their customer base, and enable them to be proactive instead of reactive, brands can reach new levels of effectiveness and outperform the market.

Learn more about how to elevate the customer experience by reading Part 1 and Part 3 of this series, or by downloading Forrester’s 2016 Trends report.


Forrester’s “The US Customer Experience Index, Q1 2015.”
Forrester’s “Trends 2016: The Future Of Customer Service.”