In the second part of our four-part series, “Why the Time for Customer Experience Centers Is Now,” we evaluated consumer behavior and workforce trends that underscore the importance of adopting a digital-first strategy. In this installment, we explore how customer experience centers (CX centers) contrast with traditional contact centers to improve customer acquisition and employee morale.
Customer Experience Centers in application
The difference between a traditional contact center and a modern CX center goes much further than the traditional client-advisor relationship. While transactional banking is made up of a disparate set of interactions that drive cost reduction metrics, modern relationship banking is driven by an ecosystem of people, processes, and technologies (PPT) that sifts through thousands (or millions) of a bank’s clients to provide a single, integrated view of each customer.
The below graphic provides examples of how contact centers differ from CX center in each of these PPT pillars.
Sample customer journey
The idea of bringing together people, process, and technologies to create a perfect customer experience may seem abstract and intangible, so what might this intersection look like when applied to an actual customer interaction? The below customer journey map shows an example where a customer (Sara) reaches out to a bank to increase her credit card limit due to an increase in spending for an upcoming wedding. The map shows how well-trained agents, integrated processes and advanced digital technologies can turn a transactional interaction into one that can foster a deeper customer relationship.
Now that we understand how people, process and technologies differs in CX centers from traditional contact centers and the benefits it brings to customer experience. In the final part of this series, “The Building Blocks of a Customer Experience Center,” we will explore the building blocks organization can use in establishing a successful customer experience center.