The document discusses how contact centers can contribute to customer experience management (CEM) by leveraging customer data and insights. It describes how contact centers have a wealth of customer data that spans interactions across the customer journey. However, data is often siloed by department or channel. The document recommends contact centers map customer journeys, identify key moments that impact satisfaction, and measure beyond surveys to consider operational metrics and customer behaviors. Integrating multichannel data provides a holistic view of the customer experience to help drive customer-centric changes across the organization.

1. www.contactcenterpipeline.com
Pipeline Articles
feature / june 2014
By Susan Hash, Contact Center Pipeline
LEVERAGE DATA TO BREAK DOWN THE
BARRIERS TO CUSTOMER-CENTRIC CHANGE.
THE CONTACT CENTER’S
CONTRIBUTION TO CEM

2. 2Pipeline Articles www.contactcenterpipeline.com
We have entered the age of the customer. Organizations are shifting their
focus away from conventional marketing and customer acquisition strategies.
Instead,they’re emphasizing customer experience and retention as the path to
business success.It’s what contact center leaders have been saying for decades,but perhaps not
with the right measures and the type of data that’s available today to make a compelling case.
While there are plenty of inspiring stories in the press and across social media of “wow”
moments for customers, these examples are mostly taking place in organizations that are on
the leading edge of the customer experience movement. For the majority, the ability to drive
customer focus across the organization is yet in the early stages with companies still trying
to figure out what it encompasses and who should lead it. To date, it has been primarily the
large-scale organizations that have supported the transformation from product-centric to
customer-centric with a position at the executive table.
According to Forrester Research’s“Chief Customer Officer Snapshot,2014,”almost half (47%)
of chief customer officers (CCOs) work at firms with $1 billion or more in annual revenue,which
means that 6% of the S&P 500 now have a CCO in place. However, while 86% of the CCOs
that Forrester examined hold a seat on the executive management team,the report points out
that the role is still “largely experimental”:
●● The majority (85%) of CCOs are the first to hold this position within the company;
●● More than one-third of CCOs are new to the job in the past year; and
●● Only 12% have held previous customer experience positions.
Forrester forecasts a bumpy road ahead for these newly minted customer experience execu-
tives “who must prepare for both increased attention and operational responsibilities as they
strive to establish their position and drive change” across the organization.
Not surprisingly, there are many overlaps and similarities between the customer experience
and contact center worlds,says Jim Rembach,senior vice president for Customer Relationship
Metrics (www.metrics.net) and principal for Beyond Morale (www.beyondmorale.com).“Customer
experience professionals and contact center leaders share the same areas of need and want,”
including defining customer measurement and metrics, building a customer-focused culture,
and driving executive and employee engagement.
Those commonalities position the contact center to be a critical contributor to the CCO’s role
and ability to break down the silos that hamper a consistent,end-to-end customer experience.
Helping the CCO to succeed at this task will ensure that the center has a C-suite champion
whose views and goals are aligned with center’s—something that many contact center leaders
have struggled to obtain in the past.
Practical Pointer: Is CCO a role that you aspire to?You can take the first steps by developing
a more holistic view of the customer experience across the touchpoints in your organization,
as well as expanding your knowledge of the customer experience discipline.A good source of
information about the specific job tasks and the skills you will need to master is the Customer
Experience ProfessionalsAssociation’s (CXPA) six core competencies required to earn a Certified
Customer Experience Professional designation (www.ccxp.org).
Leverage Data to Help Drive Customer-Centric Change
In many organizations, the contact center is a largely untapped fount of information. “The
contact center has a wealth of information about every other piece of the business—reaching
deep into the supply chain, competitors, marketplace and the opportunities,” says Rembach.
Business-savvy contact center leaders can leverage that information to help influence the
organization’s transition to a more customer-centric environment. How? By knowing what
information to capture and how to package it into a story that will help other key touchpoints,
such as marketing, sales and fulfillment, to be successful.
Susan Hash
Contact Center
Pipeline
The Contact Center’s Contribution to CEM

3. 3Pipeline Articles www.contactcenterpipeline.com
“The best way to knock down silos is with an olive branch, not a wrecking ball,” Rembach
says.“There is a massive opportunity in contact centers to influence the organization by using
data to build bridges.”
Step Outside the Center for a Better View
How do you identify the insights that will be useful to other critical customer touchpoints?This
can present a huge challenge when organizational silos create barriers to knowledge transfer,
collaboration and alignment with the customer experience vision.
“Too many companies get wrapped up in managing each silo.They conduct transaction surveys,
relationship surveys, and track operational metrics for each touchpoint,” says Cynthia Grimm,
vice president of Client Development for CX Act (www.cxact.com), formerly TARP Worldwide.
“They end up drowning in data, but they don’t have any information.” She advises contact
center leaders to take a step back and map the customer journey, what you are measuring
and how it all fits together.
Customer journey mapping is a valuable exercise that allows you to outline the customer’s
experience—through their eyes—from initial engagement with your company (e.g., a market-
ing campaign or promotion) through the buying process, using the product or service, to
renewal,repurchase or making the decision to leave.
Viewing the experience through the customer’s eyes is the key.“There is a very clear distinction
in perceptions between what the company thinks and what the customer thinks,” Rembach
says. He adds that, in journey mapping, it is critical to ensure that you are not describing the
engineered perspective, that is, how your company designed the experience to flow, but not
how it actually happens for the customer.
How can you ensure that you’re capturing the appropriate viewpoint? By forming a crossfunc-
tional team to provide a variety of viewpoints and validating their input with your customers.
It’s a three-step process, says Leslie Pagel, vice president of Customer Experience for Walker
Information (www.walkerinfo.com), a consulting firm specializing in customer intelligence.
“The first step involves gathering a crossfunctional group of employees to participate in a
journey-mapping exercise, which is designed to see their business through the eyes of the
customers,”she explains.“Through this facilitated process,employees will map out the customer
journey, including aspects such as, what is the customer trying to accomplish, what are they
doing to meet their needs, strengths and weaknesses, and the customer moments of truth or
the defining moments.
“The second step is to validate these moments of truth with customer input. Customers will
participate in one-on-one or group discussions to share their thoughts, interactions, expecta-
tions and moments of truth.
“Many companies won’t stop here,”she adds.“They will continue to listen to customer needs
by implementing a formal voice of the customer program designed to capture customer input
from the entire customer base. With this input, they will use analytics to identify the defining
moments, or the aspects of the relationship that have the greatest impact on the customer
experience.”
Define the Moments of Truth That Impact Customer Satisfaction
Once you begin to form a more holistic view of the customer’s journey, you can define the
interactions that truly impact the customer experience—which are the ones you want to measure.
Grimm recommends focusing on the key drivers of overall satisfaction. Consider: What are
the points of pain? What are the make-or-break issues in the customer journey? “A customer
can have lots of questions, issues and transactions, but there may be only a few that really
make a difference in whether they will buy from you again or recommend you,” she says. “At
the end of the day, that has to be your final measure—what issue, transaction or touchpoint
has the greatest impact on the customer’s willingness to buy again and their willingness to
recommend you.That becomes the defining moment.”
The Contact Center’s Contribution to CEM
Jim Rembach is Senior Vice President
for Customer Relationship Metrics
Cynthia Grimm is Vice President of Client
Development for CX Act

4. 4Pipeline Articles www.contactcenterpipeline.com
While companies will have different terminology, the key touchpoints to measure will often
cover the following six aspects of the journey, says Pagel:
●● Learning—creating awareness so that the company is included in the consideration
set.
●● Purchase process—giving the company the best possible chances for being selected.
●● Onboarding (or installation, delivery, etc.)—optimizing the customer’s first experience in
using the products and/or services.
●● Using—the ongoing use of the product or service.
●● Paying—making it easy for customers to pay for what they purchased.
●● Maintaining—ongoing support and services.
David Howard, director of Marketing at Bright Pattern, suggests focusing on “those touch-
points where key information is transferred,” he says. “For example, how many times did the
customer have to provide his or her account or policy number? Was information captured
or transferred correctly the first time? Did the customer get different answers depending on
who they spoke to—which is a common problem when dealing with large organizations.”
Look Beyond Customer Surveys
How do you measure a customer experience that spans multiple touchpoints? “Keep in mind
that customer surveys are not the only way to measure customer experience.Operational metrics
can be leading indicators as long as they are tied to your key satisfaction levers,” says Grimm.
“The most important thing is to find the metric that best predicts your customer repurchase and
loyalty, and stick with it. Stay consistent, and don’t worry about what the metric of the day is.”
Pagel agrees that companies often rely solely on customer survey feedback as the customer
experience metric.“While customer sentiment and perceptions are extremely important, com-
panies must also incorporate customer behaviors into the mix,” she says. She points to the
following three behavioral components that must be considered:
●● Product usage, or the way in which the customer uses the products. Product usage
metrics include things like product penetration (breadth and depth) and the change
over time.
●● Involvement, which represents the ways customers interact with the brand—has the
customer served as a reference; do they attend user groups; do they follow the brand
on social media, etc.
●● Finally, and often the most challenging area, companies should seek to understand
how the customer engages with the competition. Do they single-source or multisource?
What is the share of wallet?
“The way a customer behaves and their feelings toward the brand reflect their experiences,”
Pagel adds.
The Contact Center’s Contribution to CEM
Leslie Pagel is Vice President of Customer
Experience for Walker Information.
David Howard is Director of Marketing at
Bright Pattern.
susan@contactcenterpipeline.com
(206) 552-8831
Susan Hash is the Editor of Contact Center Pipeline.

5. 5Pipeline Articles www.contactcenterpipeline.com
The Contact Center’s Contribution to CEM
WE TRY TO EMPHASIZE TO OUR STAFF
that the customer is calling for a specific
reason, typically with a fairly finite amount
of time in which to conduct their business,
and they want to complete it in one call.
The overriding considerations for us are
respect for the customer’s time, helping
them to accomplish their goal with the call,
and doing so with knowledge, courtesy and
respect.
How does that experience translate into
metrics? The first element in delivering an
excellent service experience is answering
the phone quickly. For us, service level
is answering 90% within 20 seconds, or
80% within 30 seconds, depending on the
program.
The second consideration that we keep
in mind is that customers do not want to
have to call us back to resolve their issue
or answer their questions, or have us call
them back.They want to get it done right
then.We find that first-call resolution is a
major driver of customer satisfaction.
Third, we try to ensure that we deal with
our customers with courtesy and respect,
and also demonstrate our knowledge
to customers so that they can resolve
their issues in the first call.We need to
be subject-matter experts so that when
customers call, they can get their ques-
tions answered.While the mechanics of
the call are tracked by the WFO platform,
agent knowledge is monitored through live
and remote observations.
Customer surveys provide feedback on
how well the agent performed.The best
way to gauge the overall experience is with
the question,“Would you recommend us to
your friends and colleagues?”That is a dif-
ferentiator. If you ask,“Would you buy from
us again,” it is a lower standard because
sometimes, as consumers, we continue
to do business with companies that we’re
not entirely happy with—so that question
doesn’t always deliver the significant
feedback that we want.“Would you recom-
mend” says that you’re satisfied, you’d buy
again, and you found the experience to
be of value so that you would invoke our
name to your friends and colleagues.
The best way to gauge the overall
experience is with the question,
“Would you recommend us to your
friends and colleagues?”
—TOM CLARKE
CUSTOMER-
CENTRIC
FOCUS
STARTS IN
THE CENTER
AT Solix Inc., a BPO provider of
customer care and communica-
tions solutions, contact center
leaders have defined several key
drivers that impact customer sat-
isfaction within the phone chan-
nel.We asked Vice President of
Commercial Programs Thomas
Clarke to share his insights
on how his operation creates
and measures an outstanding
customer experience.

6. 6Pipeline Articles www.contactcenterpipeline.com
Pipeline Publishing Group, Inc. PO Box 3467, Annapolis, MD 21403
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The Contact Center’s Contribution to CEM
About Contact Center Pipeline
Contact Center Pipeline is a monthly instructional journal focused on driving business
success through effective contact center direction and decisions. Each issue contains
informative articles, case studies, best practices, research and coverage of trends that
impact the customer experience. Our writers and contributors are well-known industry
experts with a unique understanding of how to optimize resources and maximize the
value the organization provides to its customers.
To learn more, visit: www.contactcenterpipeline.com
This issue is available online at: ContactCenterPipeline.com
Online Resource http://www.contactcenterpipeline.com/CcpViewIndex.aspx?PubType=2
INTEGRATING MULTICHANNEL DATA FOR A HOLISTIC VIEW
One of the most significant challenges that companies face today is integrating the data from different channels into a holistic view of the
customer experience—especially if there are multiple survey and feedback tools being used.
“Data is trapped within components of the contact center infrastructure—typically point solutions, like IVR and ACD—and cannot be
integrated or viewed holistically,” says Bright Pattern’s David Howard.“In 1988, Phil S. Ensor coined the phrase ‘functional silo syndrome’ to
identify a common organizational problem where information is trapped within departmental, or functional, groups.We have adapted this
concept and use the phrase ‘data silo syndrome.’
“State-of-the-art contact center technology unifies what were historically point solutions, each with their own data silo, on a common plat-
form, and provides a holistic or unified view of that data from the platform. Further, the data can be exported by API to third-party big-data
systems for further integration and analysis, and modern contact acenter solutions can also integrate data from won’t-go-away legacy point
solutions, to bring that old technology into the modern fold.
But, he adds, there are organizational and technology barriers to be aware of. Specifically:
●● Each communication channel may require a separate evaluation, contract negotiation, and budget project.
●● Integration of one or more survey systems with existing systems can be costly and take months.
●● Once the integration is complete, you still may not be able to easily get the sort of reporting insight that you need to empower smart
changes.
●● Islands of information make it hard to analyze data and agree on priorities.