CX Network, one of the global leaders in premium content for customer experience professionals, recently announced the winners of the 2021 CX Elite Awards 2021 at the Experience Forum 2021.
The CX Elite Awards 2021 is a celebration of all the hard work and dedication CX professionals have shown over the past year.
In this exclusive interview, CX Network talks with Anthony Brown, senior CRM developer at NatWest, about combatting data and tech silos and rolling-out seamless data migration.
NatWest was crowned with this award thanks to their project to make internal Case Management more efficient by supporting the frontline (who are time poor) with a more effective and user-friendly reporting tools.
CX Network: As part of your award winning CX initiative, you migrated customer data to FieldCX. What would your top tips for seamless data migration be?
Anthon Brown: Plan, plan and plan – it was key for us to work with the frontline teams who serve customers each day to understand their challenges and what they needed to make their job more effective.
This was crucial in the development of the dashboarding tool, FieldCX, to ensure we had the best solution to help our team interact with customers and improve their experience.
With InMoment’s help we migrated our retail network of agents to FieldCX so frontline staff had access to analyse and take action on Closed Loop Feedback, and raise escalations in a timely manner. By using customer feedback to uncover customer stories and unlock value in customer data natwest was able to create more engaging, meaningful and relevant customer experiences.
CX: Data and tech siloes can cause real issues when collecting and analyzing customer data. How did you avoid creating or address existing siloes?
AB: In our model, data is collated and analyzed at every level in the organization so that there is a joined-up approach across all levels and networks within the branch. Every week our individual branch and telephone teams will review the data and the interactions they have with customers through closing the loop. Regions then get together once per month to share best practices across the group.
Our central insight teams also utilize all data points from customer insight and our internal customer information to allow us to focus on how to improve our customer experiences across our customer journeys.
CX: One of the aims of your CX initiative was to gather data for customers at every stage of the customer journey. What problems did you encounter when implementing this, and how did you overcome them?
AB: One of the key aspects to be aware of is survey fatigue, so it’s important to have rules to avoid this both in terms of frequency but also priority on what surveys customers get.
The key is making sure you work with data and analytics in the planning stage to create the data points that make up the starting point, then develop the correct measurement architecture.
CX: Our readers have labelled understanding customer behavior across digital channels as one of the biggest challenges they face. Can you provide any tips for decoding consumers’ digital behavior to improve customer retention?
AB: We found that using an analytics program to join up our CX data with our event stream data gave us a better picture of our customers and allowed us to better understand their behavior across digital channels.
Read more about the CX Elite Awards and the Experience Forum 2021.