The Ultimate CX Design Automation Checklist
Automation maximizes results. Manual processes minimize results. This is a big roadblock in the primary driver of campaign success—the data.
Here is a list of what should be automated, as well as places where manual processes make sense:
- Transaction Data Integrations (point of survey) – The interaction should be measured as close to real-time as possible, pulled from your transaction management system. The perfect integration would be an API connection that automatically sends requests within minutes of the completion of the transaction. The next best integration would be an hourly, twice-daily, or daily. More than daily, and you start to impact results and response rates. Frontline employees also really appreciate the prompt feedback from their customers.
- Reviews Request – Never allow employees to decide which customers they want to review. You want and need the good and the bad. Often, the most valuable outcomes surface from interactions with unhappy customers.
- Social Sharing – Sharing reviews on social media sites like Facebook, Twitter and LinkedIn can be automated via APIs and will drive new business. But, it can be throttled if there are too many shares on an account.
- Third-Party Sharing – Where possible, integrate with relevant sites and share the review data. What sites in your industry do consumers trust? Find a way to push data to them automatically via API.
- Secondary and Tertiary Workflows – Other third-party reviews sites like Google may not allow you to share review data directly. Add secondary workflows. Ask all customers to complete reviews on other sites. You can also ask customers to upload photos, connect with you social or even ask for a list of referrals as an additional automated workflow.
- Complaint Resolution – Collecting feedback, apologizing, escalating to management with alerts and integrations, emailing customers and creating resolution reporting should all be automated. Since service issues come in many different flavors, you will probably need a manual workflow, but automate everything as much as possible.
- Scorecards – Create real-time scorecards that update and rank employees.
- Reporting – Individual, location, region and company dashboards, rankings, stats and reports can be automatically rendered to drive behavior.
- Audience Building and Retargeting – By using a simple pixel or retargeting code, happy customer audiences can be built automatically. Use these audiences to build further engagement, collect more customer stories, or encourage direct referrals to your brand.
- Listings – Even for a single location, it is difficult to update you name, address, phone, website, hours, photos and category information across over 100 online listing sites (Google, Yelp, BBB, YP, Yahoo, and more). It is nearly impossible to keep them consistent if you have multiple locations. This is a publishing exercise that must be automated for all locations.
- BackLinks – When you automate sharing, add backlinks into the shares to drive traffic to your websites.
- Sites – The same publishing method used in “Listings” above should be used to build location websites on your domain. A single place for updating name, address, phone, website, hours, photos and category information across the internet and your website will make your team’s job much easier.
- Monitoring – Set up automated alerts and monitor the internet and listings for reviews and mentions of your brand, products and people. Thank the happy customers for mentioning your company online. Connect with any disgruntled customer to let them know their voice is being heard.
By now, I assume you are getting the point. Automate everything you can. However, there are things you should do manually, as well:
- Complaint Resolution – When a customer is unhappy, automation should kick in and give them a forum to communicate their displeasure. Within moments of the feedback, someone from your team should have them on the phone resolving their issues. Manually responding to unhappy customers doesn’t scale.
- Reply – Reply to reviews. Make it personal. Show empathy and understanding to unhappy customers and encourage them to reach out. Never use canned responses or automated workflows to reply to customer reviews.
- Motivation and Reward – Mention great customer stories in daily meetings. Offer daily and weekly prizes for customer satisfaction results. Make a deliberate effort to celebrate top performers and locations.
- Compensation – Customer satisfaction scorecards should impact the employees’ compensation. It can be complicated to map the automated scorecards to payroll without manual intervention. And, don’t just reward the frontline employees. Find ways to get the support staff involved. It takes a team to deliver great customer experiences.
- Marketing – While you can automate the connection of relevant marketing systems, adding the best user stories as graphic and video marketing pieces adds credibility and increases conversion. Every business is different, and you may not be able to start with complete adoption and/or a complete strategy. But where possible, require that:
- Every interaction is measured
- Every relevant employee is a part of the program
- Every relevant location is included in the program
- Reviews are never deleted unless it is actually abusive
- The data connection is automated so it is consistently implemented