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Digital channels have provided a range of new ways for citizens to interact with public service providers - but they have also heightened their expectations. Now more than ever, people want to reach you on a channel they choose, at a time that suits them. Investing in self-service and omni-channel engagement with a knowledgeable partner is now essential to achieving citizen satisfaction.
Identifying your business priorities is the first step to identifying areas of improvement that will benefit both your brand and your customers. Whether these involve customer experience directly or not, they can all drive positive transformation.
Once you have found the areas where you can make a change, it's time to consider how they will apply to your brand and the differences they could make to your customers. Do you need to transform to get to where you want to be?
Outsourcing is no longer just a cost saver - now it is a quality driver, empowering brands to reduce outgoings by streamlining service to shape customer experiences around their preferences as well as your business needs.
Whether you already outsource services, or want to start doing so, it's important to remember that the right outsourcing relationship is always a partnership; one where everyone is equally invested in success.
Capable solution design and integration means taking an engineered approach - tailoring suggestions and plans for improvement specifically to every brand, rather than taking a "one-size-fits-all" approach.
Predictive analytics allow public sector bodies to anticipate times of peak demand, for everything from ambulance services to parking wardens. This empowers both cost-saving and a huge increase in efficiency across the board.
Harnessing Big Data means using specialist teams, dedicated to obtaining customer insight. The right customer experience provider will prioritise intelligent customer experience evolution over short-term cost-cutting or outdated metrics.
The ability to identify prospect needs, and analyse that data, empowers you to tailor your services and your sales pitch. Combined with data-led advancements like marketing automation, you can power a substantial sales and lead generation engine.
Dedicated data teams are now crucial components in the customer experience. With detailed information on how customers are interacting with companies, and where problems tend to crop up, it's possible to power positive transformation on any scale.
Transforming the customer experience in the public sector means responding to what your citizens want. Whether that's the option to pay council tax online or download information for emergencies, you can make the right changes to accommodate that.
Customer experience transformation can be effected by something as simple as a change of focus in training, or it can be achieved as part of wider restructuring that shifts customer management to outsourcers whose primary focus is improvement.
An omni-channel approach enables more client-friendly management of B2B relationships. Giving clients and leads the opportunity to get in touch via multiple channels allows for more effective communication and information sharing across the board.
Modern outsourcers focus on metrics that directly reflect the quality of each conversation, like NPS, while data and analytics enables them to identify the issues that affect customers, and use that information with a view to real transformation.
Driving customer advocacy requires reducing the amount of effort they have to put in to get what they want. Using digital and self-serve channels, and analytics to identify and resolve sticking points, means that advocacy comes naturally.
Instead of outdated metrics, outsourcers now focus on Net Promoter Scores, online reviews, and positive interactions on social media. By prioritising customer needs and wants, outsourcers can now create experience hubs that truly build advocacy.
Brands now use content-focused lead generation strategies that encourage sharing and advocacy from the beginning. Taking this approach usually means outsourcing to experienced providers, who can focus on relationship building and ongoing analysis.
Improved customer advocacy is one of the main aims of customer transformation programmes. Metrics like Net Promoter Score enable providers to get a clear idea of how the service is impacting advocacy, and build future approaches around solid data.
Moving away from traditional contact channels has been hugely beneficial for public sector bodies - investing in online self-service, for example, increases satisfaction among service users while reducing the demand for people to work on the phone.
Outsourcing creates the opportunity for businesses to test new solutions. Modern customer experience hubs segment teams that are trying out or training on new tools already, so it's entirely possible to explore new solutions with minimal disruption.
Exploring new ways to communicate with customers and clients is a significant part of today's B2B sector. These developments are most significant in the outsourced sector, where being competitive means being at the forefront with new solutions.
Transformation doesn't have to involve new solutions, but it's always beneficial toexperiment. One of the advantages of outsourcing is that it empowers businesses to try new solutions with the help of experienced customer service professionals.
Finding the right solutions means investing in expert help; ideally a team that takes a scientific approach. Using the right tools to find the answers your business needs will save a lot of time, energy and trial and error in the future.
Industry research has demonstrated the advantages of taking a forward-thinking, digital approach, making the most of new technologies as opportunities to efficiently improve the customer and client experience.
At the moment, there is tremendous potential for service transformation to align with changing customer expectations - and they aren't going to stop changing any time soon, so that improvement must leave room for you to keep evolving.
Every brand is different; but the common reality is that a customer-oriented, digitally-focused approach can drive real improvement for clients, customers and teams. Drastic changes are coming in the way that we engage with customers, and how they advocate for us. With that in mind, it's worth considering new options - like digital contact or AI - to explore how they can benefit your business.