Whether you’re creating a new CX technology stack from scratch, or in the midst of a digital transformation project which requires making changes to your current CX technology stack, we’ve got some points for you to consider.
What is a Technology Stack?
First, it is important to understand what a technology stack is. A technology stack is a combination of technologies or solutions a company uses to build and run a project or application. It could be a combination of programming languages, frameworks, libraries, 3d party software and tools used by developers. The projects might be of different size and complexity, including 3d party integrations such as web, mobile, cross-platform and even desktop applications. Some projects may require user-friendly and interactive UI while others are aimed to perform fast but be easy to use. It all depends on the goals your business is pursuing.
What is a Customer Experience Technology Stack?
A CX technology stack is a series of software solutions that brands use collectively to usually gather customer insight, solve support issues and run the service side of the organization efficiently. The goal of the CX tech stack is to collect, analyze and act on customer data in one place from different touchpoints. For a CX tech stack to be valuable, you need a place where you can collect, analyze, and act on the voice of the customer insight. There isn’t a perfect solution, however, Customer Relationship Management software, also known as (CRM), is the closest you can get.
Picking the Right CX Technology Stack
An innovative customer experience strategy is essential to earn loyalty and grow your market in a competitive environment. While we know technology won’t solely give an outstanding experience for your customers, picking the ideal CX technology stack for your contact center is vital to enhance business communication, keep customer interactions efficient and provide employees with the information they need using as little systems as possible.
4 Things to Consider for Your CX Strategy
1. What channels and tools are you currently using to support your customers?
It is clear that tools like knowledge bases, phone support, and ticketing systems deliver immense value to frontline agents and customers. A whopping 46% of care support leaders believe their current tech stack holds them back from achieving their goals! Analyze what channels and tools are part of your current support model for customers. You can then establish which tools you may want to incorporate into your future transformation plans to support your goals.
Check out the image below which breaks down the channels within a modern CX landscape.
2. Does your Customer Relationship Management (CRM) have the best functionality?
There are 3 features and functionalities that you should include in your Customer Relationship Management platform. First, omnichannel interaction capturing with voice, email, chat, and social should be the primary channels to capture and analyze data in your CRM. Second, a CRMs most important functionality is managing the sales process from start to finish. Implementing a pipeline management functionality should be established within this functionality. Third, your CRM should provide detailed data reporting and retrieval through insights, optimized data storage, and a retrieval structure. One thing to always keep in mind is that data is only useful if you utilize it.
3. Can your communication platform keep up with modern customer expectations?
A communication platform manages all incoming & outgoing interactions between the business and its customers. Businesses are no longer using a communication platform with a landline provider, gateways, & desk phones. Today, most of this is being handled in the cloud and with increased traffic through other channels such as chatbots and social media.
Legacy premise communication systems are often difficult to upgrade, customize or integrate and can cost you tons in maintenance. The cloud often offers a sustainable path to deliver superior customer experiences that are relevant to their journey that legacy systems cannot compete with. This gives your agents the tools to be completely connected, empathetic and knowledgeable for every customer interaction.
4. Can your landscape channels, CRM and communication platform be integrated?
There are obvious benefits in each of the channels and tools you choose to power your CX strategy, but when your call center technologies work together seamlessly, you can deliver the ultimate customer experience.
If you’re considering moving to a new CRM or communication channel or starting from scratch, ensure you can future-proof your investment, with a plan for integration. Integration delivers benefits like:
- Increases productivity, ROI and reduces overall contact center costs
- Improves call center metrics, including average call handling time, resolution rates, and CSAT scores
- Creates a seamless, single pane of glass support experience for customers
- Keeps your agents happier and reduces employee turnover
If you’re looking for more information about how to integrate your customer experience tech stack, contact a specialist today for a free consultation.