Establishing trust in digital systems to drive performance
A large part of customer experience is based on the quality of service that agents provide. Customer service, in fact, is such a critical aspect of CX that a large part of ROI calculations revolve around the agents in the experience.
CX ROI calculations involve a mixture of:
- Productivity (volume) Metrics: Efficient agents save the company money by doing more in a shorter amount of time.
- Quality Metrics (like CSAT, NPS, LOE): Happy customers (as measured by the surveys they complete) churn less and spend more.
- Retention Metrics: Satisfied, motivated employees stay longer, saving recruitment and training costs as well improving the other experience metrics.
CallidusCloud CX delivers agent-centric products that target these metrics by appealing to the psychological needs of the agent, validating them in authentic ways for core behaviors that help them improve performance and better service the customer.
While these digital motivation products and solutions are designed on sound principles, they really only work if the agents buy in to the benefits of using the system. The key to buy-in is trust, and trust must be established on multiple levels (system to employee, company to employee as well as manager to employee). While the human aspects of trust are fascinating topics, I will put them aside for now to talk about trust in digital systems.
How do we establish trust in digital systems?
In order to establish trust in a digital system the system must:
- Have rules that are understood by all involved (employee and management). What is expected of me and what do I need to do?
- Record information accurately (it is my job and this system may affect my career so it better be right)
- Provide feedback in a way that is useful for the agent and all involved. The feedback must be delivered in a timely manner and be presented in a clear understandable format.
- Have the right level of transparency with the right levels of access (employee, management, and the community), so critical information doesn’t go to the wrong people.
- Adhere to fair rules for success and advancement.
- Not use information garnered from interactions to exploit agents in an unfair way.
With these factors in place the ability to establish trust with your agents goes up. With trust in place, the goal of connecting with your agents to driving meaningful change is within reach. Without it, it could be a rocky road with agents underperforming, disengaging and churning. The choice is yours.
Stay tuned for much more information on the subject of trust in digital systems in the coming weeks. We have a lot more to say about it and look forward to hearing from you as we develop this important dialogue.