10 Secrets to Delivering Consistent CX

Delivering consistent CX remains a challenge for many organizations, especially as customer expectations continue to evolve.

In our recent webinar, The Secrets to Delivering Consistent CX, we had the privilege of hearing from experts Martin Hill-Wilson of Brainfood Consulting and Lauretta Campestre from CallMiner.

Alongside their insights, our audience contributed invaluable tips that further enriched the discussion. Here’s a breakdown of the top tips.

1. Design for Consistency

Consistency doesn’t happen by accident.

You must obsessively design and optimize the customer journey to ensure it runs seamlessly.

Whether in self-service or live interactions, each touchpoint must be aligned to deliver on your brand’s promise.

Contributed by: Martin Hill-Wilson, Brainfood Consulting

2. Leverage Customer Data for Proactive Service

When you have access to both solicited and unsolicited customer feedback, you can spot trends early and be more proactive in your service delivery.

The more data you collect, the easier it becomes to predict and adjust to customer needs before issues arise.

Contributed by: Lauretta Campestre, Associate Vice-President, Customer Success, CallMiner

For information on how contact centre leaders can harness unstructured Voice of the Customer (VoC) data to better understand their customers’ needs, read our article: Are You Embracing the Potential of Unstructured VoC Data?

3. Ensure Unified Ownership Across Channels

Different channels often have different owners. You have to bring them together and get buy-in from all to make the omnichannel journey consistent and joined up.

Contributed by: Jay

4. Voice Remains a Vital Channel

Despite the rise of digital and self-service, voice remains the most empathetic and nuanced channel for handling complex or emotional customer issues. Ensuring seamless transitions from digital to voice can enhance customer satisfaction.

Contributed by: Martin Hill-Wilson, Brainfood Consulting

5. Embed Customer Insights Across the Organization

Customer insights shouldn’t live solely in the contact centre; they should be shared with every department in the organization.

From marketing to product development, everyone benefits from understanding the customer’s needs.

Contributed by: Lauretta Campestre, Associate Vice-President, Customer Success, CallMiner

6. Focus on Key Channels

Focus on the channels that are most important to customers and optimize those channels. Try to resolve customer issues within that channel. For instance, don’t respond to a Tweet/X by asking a customer to call in.

Contributed by: Suzy

7. Leverage the Voice of the Customer (VOC)

The Voice of the Customer should be at the centre of every decision your organization makes. Whether it’s an omnichannel strategy or product improvements, it’s important to listen to both solicited and unsolicited feedback to remain consistent.

Contributed by: Lauretta Campestre, Associate Vice-President, Customer Success, CallMiner

If you are looking to improve your VoC programme, read our article: 20 Smart Ideas to Improve Your Voice of the Customer Programme

8. Show Empathy in Communication

Employ perspective and allow for empathy to lead your communications. This way you will consistently be able to be more thoughtful towards the customer’s needs and their journey.

Contributed by: Tara

9. Eliminate Institutionalized Failure

When frontline employees continuously apologize for processes that don’t work, it’s a sign that your organization has institutionalized failure. Fixing these broken processes can significantly improve consistency in CX.

Contributed by: Martin Hill-Wilson, Brainfood Consulting

10. Measure the Right Things

Don’t choose easy metrics that the management team can safely latch onto. Just because a metric score remains steady doesn’t mean the overall quality of customer service remains high.

Contributed by: Jay

Being mindful of the metrics you use can help you avoid falling prey to watermelon metrics. For more information on this, check out our video article: Beware of Watermelon Metrics

Achieving consistent customer experience is a multifaceted task that requires both strategy and constant vigilance.

From setting clear goals and unifying channels to ensuring empathy in every interaction, these tips offer practical steps to enhance the quality and consistency of your CX delivery.

By combining insights from industry experts and the real-world experience of our audience, you now have a comprehensive toolkit to tackle inconsistency and take your CX to the next level.

For more great information on customer experience, read these articles next:

• The 5 Pillars of Customer Experience (CX)
• The Key Elements of a CX Lifecycle and Ways to Improve It
• Top CX Methods

Author: James Groves
Reviewed by: Xander Freeman