My mentor (and former manager) always reminds people to “Put the cookies on the bottom shelf.” This phrase underscores the importance of simplicity in Customer experience.
His point was clear: Don’t overcomplicate things. Just as placing cookies on the bottom shelf makes them accessible to everyone (particularly children), simplifying tasks for your people and your Customers ensures that everyone can easily “reach” and benefit from your services.
This principle holds even greater significance in customer experience (CX). It’s about creating interactions that are so intuitive and accessible that Customers of all backgrounds and abilities can navigate them effortlessly. While achieving a seamless CX might seem straightforward, the numerous channels and devices Customers use often complicate it.
The Power of Simplicity in Customer Experience
According to a 2017 Forrester survey, 95% of Customers use three or more channels to connect with a company in a single service interaction, with 62% using more than one device. Despite the digital shift, a 2023 ACA survey revealed that 81% of Customers still prefer voice interaction.
By “putting the cookies on the bottom shelf” — that is, by simplifying every touchpoint — businesses can significantly enhance Customer satisfaction and loyalty, making themselves the clear choice for Customers seeking hassle-free experiences. The challenge lies in maintaining this simplicity and accessibility across the complex landscape of modern Customer interaction.
Understanding Customer Intent and Channel Preference
To create a frictionless Customer journey, you must understand your Customers’s intent and their preferred channel for each type of interaction. Customers are accustomed to handling straightforward tasks digitally, such as opening accounts, booking tickets, and checking order statuses. However, for more complex, consultative matters, they seek human interaction. Are you ready to “set the cookies on the bottom shelf” and enhance their experience? What are the key ingredients to your recipe for success?
With this understanding of Customer preferences, let’s examine how we can address common pain points in call centers to create a more seamless experience
Here are some well-known Customer pain points in call centers:
- Long hold times
- Being transferred
- Being sent to voicemail for callbacks
- Dealing with unprepared agents
Let’s explore how we can address these issues effectively.
Reducing Hold Times
Long hold times can be highly frustrating for Customers and agents alike. The average hold time for call centers in 2023 was 79 seconds, which can feel much longer in reality. Balancing supply and demand is a perennial challenge in call centers. While forecasting helps, external factors can disrupt call patterns, leading to longer hold times and increased frustration.
A practical solution is Queue Callback, a feature in IVR systems that provides callers with a virtual reservation spot. Queue Callback allows Customers to receive a callback when an agent becomes available rather than waiting on hold. This respects the Customer’s time while maintaining their place in line. This feature can reduce abandonment rates by up to 32%.
Minimizing Transfers
Customers call with specific needs, yet many call centers fail to understand their intent upfront. Integrating CRM data with the IVR or an IVA can significantly enhance this understanding. Transactional triggers (like payment due dates or order statuses) allow for a more relevant and flexible menu treatment, offering specific options upfront.
For example, more than 20 years ago, MBNA America Bank used conditional-based triggers in an IVR based on call trends. We noticed a high incidence of transfers to our fraud department late at night, so we moved the “report lost or stolen card” option to the front of the menu during these times. This simple strategy helped callers when they were most vulnerable and quickly got them to the right place. This principle of adapting to Customer needs based on data and trends can be applied to healthcare providers and municipalities to improve Customer experience and efficiency.
Avoiding Voicemail for Callbacks
Queue callbacks are beneficial, but relying on voicemail for callbacks is ineffective. Recent research by Forbes showed that 80% of callers do not leave voicemails, believing they won’t get a timely response. This missed opportunity can drive Customers to competitors who offer immediate responses.
24/7 live answer services ensure a real person is always available to handle calls, regardless of the time. This immediate human connection can significantly improve Customer satisfaction and prevent lost business opportunities and ensure every call is answered in real-time, meeting evolving consumer expectations.
Equipping Agents for Success
Contact center agents are your brand ambassadors. While companies invest heavily in advertising and brand building, they often overlook setting their agents up for success. As Will Rogers famously said, “You never get a second chance to make a first impression.” Do your agents have all the ingredients for success?
In the 2022 State of Contact Center Knowledge survey, 49% of agent respondents said they must look at multiple windows to find answers, and 38% mentioned that information keeps changing. This ‘Swivel Chair’ phenomenon creates inefficiencies and disrupts the call flow.
A unified desktop experience and AI tools like Agent Assist can alleviate these issues. Companies using Agent Assist saw a 27% reduction in handle time and a 16% improvement in Customer ratings. Additionally, Agent Assist improves onboarding times, which is crucial for maintaining consistency with remote agents.
Back to the Cookies Metaphor
Customer experience is indeed the new competitive battleground for businesses. The key to success lies in making every interaction as simple and accessible as reaching for cookies on the bottom shelf. Are you simplifying your Customers’ journey at every touchpoint? Start by identifying your most complex processes and finding ways to streamline them. Your Customers—and your bottom line—will thank you.
Karl Fischer, CCXP, is the vice president of Customer Solutions for BSD Enterprises in Wilmington, DE.