So you’ve developed your CX strategy and tested it in a real world context. Job done. Right?
Well, not quite. The real proof of your CX strategy isn’t in how good it looks on paper—it’s how well it scales up to drive sustainable growth.
Many businesses turn to a customer service outsourcing partner to scale up their CX strategy. But there are risks here. Uncritically scaling up a pilot CX strategy that’s out of pace with your organization’s growth can destabilize progress and undermine performance.
Grow too much too fast, and great CX ambition won’t keep up with reality. You might burn out your resources (and cash flow) trying to maintain a high standard of customer satisfaction.
Grow too little or too slow, and your CX gets stuck where it is—and may not make much impact with your customers.
Here’s how you can scale your CX strategy to have your cake and eat it—for both stability and satisfaction that drive your company’s long-term growth.
The two ways to scale your CX strategy
There are two ways to approach scaling your customer experience.
The first route is to look inwards: take your broad business processes and find ways to personalize them to satisfy the individual needs of your customers.
The second route is to look outwards: to use real interactions with your customers as source material to drive business process improvements.
Importantly, you can’t just take one of these routes. You need to take both—simultaneously. You’ve got to optimize processes and integrate feedback. Combining both routes creates a virtuous circle of customer feedback and business action.
This is your engine to successfully scale your CX strategy—a cycle of continuous improvement that grows your business and that increases your customers’ loyalty and lifetime value.
With this in mind, you can create a stable, flexible approach to scale your CX strategy to suit the pace of your business, thrive against competition and stay adaptable in a turbulent, unpredictable customer landscape.
Next, we’re going to dig into those two routes and explore how to advance both together.
Optimize processes to satisfy customers
A process is only as effective as the team of motivated employees and agents empowered to manage it. When your people own processes, they’re more likely to deliver.
For example, agents can be trained to respond the right way to different conversation scenarios or have the right information at their fingertips to deliver immediate, relevant service.
We believe in empowering agents—and we help them achieve this with empathetic training and with customer service technology. For example, Aigent supports conversations between customer and service agent by equipping agents with helpful, relevant personal data and AI to help guide the experience towards positive outcomes.
Meanwhile Interactive Voice Response (IVR) helps automate and clarify your brand’s interaction with customers—getting them where they need to go with lower costs and much less humanpower.
(Curious about these tools? You can read more about our technologies that improve processes)
The key to scaling a world-class CX strategy is finding the balance between people and technology. Unlike many outsourcers who believe in throwing tech at every problem, we believe it pays to keep a human touch in your CX loop.
Then you can make every experience with customers feel individual, intimate and in-tune with their exact needs.
Want to know more about this? Here we go deeper into processes and strategy.
Gather insights to optimize processes
Understanding the reality your customer faces is critical for serving their needs—and for making your brand helpful and relevant to their situation.
Imagine someone engaging with your customer support team to find answers to a source of frustration. Maybe they can’t complete a service request on your website or get repeated errors using your product.
Good customer service agents might simply resolve the complaint there and then. But great ones will think long-term. They’ll keep their eyes open for any patterns as they help customers every day, and feed such moments back to others in their team who can find ways to solve those problems further upstream for a better customer experience.
Also, reporting and feedback mechanisms, such as NPS and CSAT scores, are a reliable barometer for your customers’ view of your brand and immediate customer experience. They provide valuable insights to tell the full story of your CX efforts.
That’s why continuous improvement is important for your organization. The more insights you can gain about your customer, the more your brand can improve processes and provide resources to really help them out. And in return, they’ll stick around.
Put the customer at the front and center
Outsourcing firms often end up prioritizing business demands at the expense of customers’ needs. Cutting costs and expedient measures to handle service can lead to a decline in growth and service quality that’s hard to get back.
But by following this virtuous circle of ever-optimizing processes and building on valuable customer feedback, your company is in a better position to scale.
This is what we encourage brands to embrace as part of our CX-first approach. We call it Relationship-based Outsourcing™.
Instead of taking the expedient approach to outsourcing, focus on properly implementing a CX strategy that gets you stability, customer satisfaction and scalability.