CX Education 02: How focusing on customer experience can take your business to the next level with Eric Carrasquilla from CSG
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The business world is changing — customers' wants and needs have changed, and so have employees' perspectives about their rights and obligations. But not many companies know how to deal with these shifts and how to meet the needs of both customers and employees.
The key is to first create a culture that resonates with your team and projects your vision. Then, your employees become your brand ambassadors and help you provide an excellent CX.
In this episode of CX Education, host Amber Peters talks with Eric Carrasquilla, the SVP of Digital Engagement Solutions at CSG. They discuss customer experience, its drivers, the challenges companies face when they start focusing on these areas, and the ways to do it successfully.
Guest speaker
Eric Carrasquilla
Key insights
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Companies don't lack data; they struggle with leveraging it to provide an exceptional customer experience
However, the key to this challenge is establishing a unified system, a tool, and a solution that will gather all your company's data in one place. Customer experience should be seen as a journey with lots of information, from when prospects became customers to when they started using your product, and everything in between. ''So for companies, the issue isn't, 'Hey, there isn't enough data there for me to make sense of.' The problem is that there's too much of it, and it's fragmented. So to be able to bring that stuff in, make sense of it, and do something in real time, that's another reason [CX] is tough.''
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Focus on what you could do rather than what you should do
Another thing companies find challenging is figuring out where to start with CX. They may have technology, processes, and people, but they don't know how to use data coming from these resources to start measuring and evaluating CX. As Eric explains, focus on the end goal or the north star of your business. ''Within customer experience, [...] look at happy delivery. When you start to break that down and work backward from a happy delivery versus just orders through the app or revenue, the app has to be usable and discoverable. Then people are going to use it more, or you're going to have a higher average selling price, more frequency, and more openness to using other applications on the platform.''
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Positive results can come out of undesired situations
Regardless of the company's efforts to provide a flawless customer experience, there’s always some friction. However, it all depends on the management and the entire team's approach to it. Friction doesn't have to be a bad thing. If managed properly, it can result in an even better relationship between a company and an unhappy customer. ''You're never going to be able to avoid the friction a hundred percent. The key is understanding where those hotspots happen and to be able to do the right thing quickly.''
Episode highlights
CX Education
