10 CX Tips in 10 Slides

10 CX Tips That Keep Customers Happy &
make you more money
From the CX People at Fifth Quadrant
Customer Experience Consulting, Research and Design
www.ﬁfthquadrant.com.au

1. Clearly articulate your CX objectives

What are the commercial and organisational objectives of your channel
strategy? It’s important to align your organisational and channel strategy goals.
Are you looking to reduce costs in more expensive channels? Improve the
customer experience to improve advocacy/retention? Or improve sales
conversion?
1. Clearly articulate your CX objectives

2. Design the experience with your customers
(Note: you must first know your customer)

Understanding who your target customers are is critical. Are there new customer
segments you want to attract?
Draw on research with customers to understand their needs and expectations.
Involve your target customers in designing the experience through co-creation and
collaboration
2. Design the experience with your customers
(Note: you must first know your customer)

3. Understand customer channel preferences at an interaction level
When do you need to provide support via traditional channels?
Which interactions are best completed via self service?

Channel preferences are different depending on the interaction type and
potentially for different customer segments. For simple transactions customers
may prefer self service channels for lower effort however, when a customer
needs help to resolve a problem or an enquiry is complex, using human touch
channels may still be preferred.
3. Understand customer channel preferences at an interaction level - When do you
need to provide support via traditional channels? Which interactions are best
completed via self service?

4. Not all channels are equal: Be careful which
interactions you push to which channels

Conﬁguring channels at an enquiry level is complex. Balancing customer
needs and channel preferences with commercial drivers is critical. Be aware
of and understand costs per channel
4. Not all channels are equal: Be careful which interactions you push to which
channels

5. Workforce planning and contact forecasting are critical
for all channels to ensure response time targets are
achieved

To maintain the customer experience as diﬀerent contacts are migrated to other
channels, reporting and monitoring of take up and usage is critical in addition to
forecasting contact volumes for all channels to ensure staﬃng in human touch
channels is optimised over time. Forecasting and monitoring channel usage
shifts also enables HR and training planning to re-assign resources to other
channels as channel usage changes over time.
5. Workforce planning and contact forecasting are critical for all channels to ensure
response time targets are achieved

6. Measure performance versus target for all channels:
decreases in performance causes ‘channel bouncing’ and
increases overall contact volume

There are so many internal KPIs in the contact centre to measure performance
however the same reporting is required for all channels. To truly understand
contact demand changes per channel and cost impacts, it’s important to
measure First Contact Resolution (FCR) for every channel. It is also essential to
measure the eﬃciency and response times for each channel to monitor if low
performance in one channel is causing peaks of contact in another (and
therefore additional cost)
6. Measure performance versus target for all channels: decreases in
performance causes ‘channel bouncing’ and increases overall contact volume

7. Conduct regular customer research to understand customer
experience post interaction and utilise feedback for continuous
improvement

As customer expectations continue to evolve, so should your channel strategy.
Conducting regular research with customers with regard to their channel
preferences is important as is understanding the actual experience for each
interaction channel.
7. Conduct regular customer research to understand customer experience post
interaction and utilise feedback for continuous improvement

8. Measure cost per channel

Cost measurement is key to understanding the overall cost to serve across the
channel environment and the commercial impact to proﬁtability. In order to
understand the commercial impact of channel strategy it is critical to ﬁrst
know your cost base by understanding and monitoring cost per interaction at a
channel level
8. Measure cost per channel

9. Monitor channel shift to identify channel
usage changes over time

How will you know if your channel strategy is working? Monitor changes in
channel usage over time and also ensure actual performance per channel is
monitored so all factors inﬂuencing channel usage are understood eg. website
outages or long wait times in contact centre causing shifts in channel usage.
9. Monitor channel shift to identify channel usage changes over time

10. Correlate channel changes with measuring key commercial
KPIs - Are you impacting revenue, acquisition or customer
churn?

Finally, it’s critical to correlate channel usage shifts to your primary
commercial KPIs – customer acquisition / retention / churn, revenue and
proﬁtability.
10. Correlate channel changes with measuring key commercial KPIs - Are you
impacting revenue, acquisition or customer churn?

Need a CX Solution?
Fifth Quadrant
Level 6, 107 Mount Street
North Sydney, NSW 2060
+61 9927 3399
info@ﬁfthquadrant.com.au

10 CX Tips in 10 Slides

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