CC/CX
CONTINUED
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answers to common questions, so customers don’t always have to wait for a human agent. Automated ticketing systems help prioritise urgent problems and send them to the right people quickly. Companies should match staffing levels to customer demand, especially during busy times, and give agents enough authority to solve issues right away. Using tools like an omnichannel contact center and a customer relationship management (CRM) system allows support teams to see all customer interactions in one place, ensuring nothing is lost between live chat, phone, or email. Companies should be upfront about costs, with clear pricing details and no hidden fees, as well as flexible payment options to avoid any surprises. Security should be strong but simple, such as, for example, using biometric verification or single sign-on, making it easy for customers to authenticate without hassle. Kazmi notes that customer support should always be improving. Companies should collect feedback and use quality assurance tools to spot areas to get better. Training should be consistent, so every agent offers the same high-quality service. Personalisation also makes a customer’s experience smoother, AI can help suggest products or solutions based on a user’s previous behaviour, so customers feel understood and valued. Together, these steps create a seamless, efficient, and satisfying experience for everyone, and lowers that CES.
Repetitive verification and authentication steps. 9 Hidden fees and unexpected costs, especially at checkout or during service usage. 10 Lack of personalisation by taking a one-size-fits-all approach. Getting to low CES To create a better customer experience, Kazmi suggests companies should start by making their websites and apps simple and easy to use. This means having clear menus, logical structures, and clearly defined categories, so users can quickly find what they need. A good search function also makes information more accessible. It’s important that the website works well on mobile devices, with responsive designs, fast load times, and interfaces that are easy to tap. Regular usability testing is key, as it helps identify what is confusing for customers, so companies can keep making their websites and apps easier to use. Self-service options are another big win. An extensive, easy-to-read FAQ section, a helpful knowledge base, and articles written in plain language allow customers to solve problems on their own. Providing multiple formats for this information, like step-by-step guides, video tutorials, and infographics, means customers can pick what works best for them. AI-powered chatbots can give instant
AI-powered chatbots can give instant answers to common questions, so customers don't always have to wait for a human agent.
Kazmi’s key tips: 👍 Measure and analyse CES regularly
👍 Collect real-time feedback using a customer feedback survey 👍 Train teams on delivering low-effort experiences across all customer touchpoints. 👍 Leverage automation to streamline workflows and reduce friction in the customer journey.
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