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“For patients to be safe, we need doctors to be able to reflect completely openly and freely about what they have done, to learn from mistakes, to spread best practice around the system, to talk openly with their colleagues.” — Jeremy Hunt
This quote fits the customer experience delivery system perfectly: To succeed in serving customers, teams and stakeholders, you must know and work with best practices. The challenge for many, though, is defining those best practices in the first place — and then identifying the current ones in customer experience delivery.
Defining Best Practices
Widely available definitions of best practices on Wikipedia point to:
- Commercial or professional procedures that are accepted or prescribed as being correct or most effective
- A technique or methodology that, through experience and research, has proven to reliably lead to a desired result
Identifying Best Practices in Customer Experience Delivery
The International Standards Organisation issued ISO 18295, a customer service delivery standard that provides a framework for defining areas required to offer service and appropriate measurements. To help organizations understand and identify practices, including the use of technology, the Snapshotz App has broken down customer experience practices that align to the areas prescribed in ISO 18295. These are covered by over 800 checkpoints and divided into eight main sections and 30 subsections.
When organizations use best practices to deliver customer experience, results can be substantial, including the ability to serve more customers, increased customer satisfaction, reduced complaints and customer churn, the ability to retain highly motivated staff, maximized use of technology, increased revenue, reduced costs, and productivity improvements.
Following are results from the 2019 Snapshotz database, showcasing examples of companies that followed best practices — and those that didn’t.
Individual results for companies that followed best practices report:
- Improved service levels, with a direct 55% rise in customer satisfaction rates (retailer)
- Marked 33% increase in team performance and productivity (financial services)
- A record 99% of customers served (public sector organization)
- A staggering 38% below industry average in customer complaints (insurance)
On the flip side, organizations that didn’t use best-of-breed practices saw:
- An average of 17% of centers didn’t align to organizational and customer goals
- Nearly 67% of organizations don’t have a digital customer experience roadmap for 2020
- Over half (57%) of organizations lack a full understanding of which process interactions are the highest value to their customers
The cost of not being aligned with best practice means these organizations face disconnected service delivery, reduced customer and employee engagement, and a reduction in ROI on technology and other resource investments.
Assessing and Tracking Continuous Improvement
“Without continual growth and progress, such words as improvement, achievement and success have no meaning.” — Benjamin Franklin
Organizations that understand and evaluate best practices — and then implement, monitor and measure the impact of these practices — see continual growth and progress. They understand what needs to be done to be more successful.
The Snapshotz App lets you assess current state services against ISO 18295 and other internationally published standards. It also provides a benchmark across each of the practices identified. The app also tracks performance over time, providing a comprehensive progress report.
To find out more, check out our FAQS or download “CX assessment made easy,” for a quick look into the benefits of Snapshotz. Find us in the AppFoundry Marketplace or contact us directly. Snapshotz can assist with best practices customer experience delivery in 2020 with a special self-assessment package that’s available for a limited time.
This blog was co-authored by Deepak Selvaratnam. Deepak is the CEO and cofounder of Snapshotz. Combining deep technical knowledge with vast operational experience Deepak has visited over 1,500 centres across the world over the past 15 years, overseeing operational practices, technology development and vendor offerings. A key believer in supporting improved citizen service delivery and better government. Deepak’s expertise is called upon by several countries to review and advise on government service delivery.
