Finding the Right CX Model to Improve Customer Satisfaction
Today more than ever before, a superior CX is the differentiator that separates great companies from all the others. But to achieve it, you have to make sure you’re using the customer care model that’s best suited for your business.
Model #1: In-house staff. The most basic form of customer service involves building, training and managing your own in-house team, usually via a corporate HR team or with the help of a recruitment agency.
What are the benefits? You’ll have full control over your agents and the quality of service they offer. You set the hours; you craft the message; you create the customer experience.
Any drawbacks? To busy managers short on time or under budget, these benefits may seem like liabilities.
- You must hire and train all agents.
- The CX strategy is your responsibility or someone you hire to do the job for you.
- You’ll also be responsible for infrastructure and expenses, as well as risk assessments and cybersecurity, which often requires its own separate infrastructure.
Is this the right model for you? Before you take it upon yourself to design and implement your own CX, ask yourself these questions:
- Are you confident you have the expertise to craft a strategy that maximizes the value of every customer?
- Are you willing to invest in the necessary personnel, technology and infrastructure to provide high-quality service on your most important communications channels?
Unsure of your answers? Let’s explore some more options.
Model #2: Hiring temps. Another way to offer your own customer service is with the help of temp agency personnel or similar labor solutions.
What are the benefits? You still set the customer experience strategy and management, while a temp agency handles the logistical work of recruitment, onboarding and payroll.
- Defer administrative and HR costs
- Offers temporary relief for busier times of the year
- Providing your own customer service with outside help still requires investment in the infrastructure and technology you need to get the job done, as well as the security protections now increasingly mandated by law (e.g., California’s CCPA).
- Training temps — and keeping them motivated and on-message — can be more difficult than with permanent employees.
- The responsibility, and most of the expense, of offering a superior CX is still yours.
Is it right for your business? Temp workers are often used by companies in need of immediate help due to unexpected demand or growth. But because of their limited and disengaged nature, long-term reliance on temps can stifle the growth of customer satisfaction.
Model #3: Off-Shore outsourcing. Not as widespread as it was a few decades ago, offshore outsourcing remains in use by larger companies seeking to engage customers on a vast scale, around the clock, and at the lowest price point possible.
What are the benefits? Often, companies create their CX strategy, while an off-shore partner carries out the personnel and infrastructure requirements.
- Lower overhead
- Defray costs of building and maintaining a high-volume cost center
- 365/24/7 service for customers
- Access to qualified talent at a relatively low price
- Control over messaging and strategy
- Available in strategic and limited qualities, like during a product launch or when entering a new market
- The negative associations of offshore customer service have become notorious — and a liability to customer satisfaction.
- Some consumers have become disdainful of, and resistant to, communicating with agents from different cultural backgrounds.
Is it right for you? If you’re seeking quantity over quality, or you need help with a targeted or limited campaign, offshoring could make sense. But if you’re looking for the kind of premium CX that improves satisfaction, you’re not as likely to find it with offshore agents.
Model #4: On-demand customer care. Today’s most progressive model for delivering customer satisfaction is onshore outsourcing, or entrusting your CX to a BPO that specializes in on-demand service (i.e., available when you need it and scalable to a wide variety of purposes and tasks).
What are the benefits? On-demand customer service is notable for its scalability and versatility, and as technology improves, so too does its value and price point.
- Fluctuates with service volumes, so you can scale up without sacrificing quality or incurring significant new expenses
- Gives customers instant (or near-instant) access on whatever channels they prefer
- Because it’s fully scalable, this model can meet your needs even after years of growth
- On-demand care utilizes agents who choose to work in customer care and who deliver high-quality service that earns satisfaction and loyalty.
- Outsourcing services may lead to a disconnect between your company brand and strategy.
- Even though it can be cost-beneficial, service contracts can be rigid and have long terms.
- Choosing a BPO service provider can be tricky, as you’ll hear many wonderful promises that may seem too good to be true.
- Pro tip: Look for a provider who listens to your specific preferences, emphasizes your needs and understands your unique customer base, rather than simply pursuing its own agenda.
Is it right for you? Is on-demand customer care truly the right choice for your organization’s unique needs? We can help you figure it out. Contact us today for a complimentary consultation with a customer experience expert.
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