UK How does your CX measure up? Use this free tool to quickly evaluate how your contact centre’s customer experience (CX) measures up.
Table of contents Get started 3 Rate your customer experience 5 Rate your agent productivity 9 Rate your overall strategy 14 Your overall score 18 Your next steps 19 RINGCENTRAL® UK | HOW DOES YOUR CX MEASURE UP? 2
Get started If you’re curious about how your contact centre is really performing day-to-day, you've come to the right place. Work through the questions in this handy guide and find out where you’re excelling and where you’re falling short to determine your strategic priorities. How to use this guide There are three core chapters in this assessment.
CHAPTER 1 RINGCENTRAL® UK | HOW DOES YOUR CX MEASURE UP? 4
Rate your customer experience Self-service options What tools and capabilities do you provide for your customers to solve simple issues themselves? Choose a rating: • Basic – We have a static interactive voice response (IVR) choice tree with a finite number of ports. (1 point) • Standard – We have unlimited IVR capacity and context-based phone tree logic. (2 points) • Advanced – We can redirect voice calls to digital channels through omnichannel self-service, bots and IVR.
• Advanced – Our agents use a single window to access all digital channels and handle voice interactions (Facebook, Twitter, email, chat, in-app messaging etc) with unified routing and reporting. (3 points) • Optimised – We use AI to analyse the content of enquiries and then skillsbased routing to connect callers to the best teams and agents.
• Optimised – We can proactively reach out to meet customer needs before they call, using outbound dialling that combines analytics with actionable insights. We can also make the right self-service answers easy to find. (4 points) Points for frictionless interactions: Measuring customer satisfaction How well do you evaluate customer satisfaction in your contact centre? Choose a rating: • Basic – Our stand-alone survey tools make it difficult to correlate survey results with specific interactions.
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Rate your agent productivity Solutions that agents use How good is the solution and infrastructure your agents rely on? Are they able to easily meet customers on their preferred channels? Choose a rating: • Basic – Our agents have to toggle back and forth between separate solutions, which have little or no integration. (1 point) • Standard – There’s a unified platform for voice and basic digital (chat, email, text), which integrates with the CRM to reveal relevant customer information.
• Advanced – We use skills-based routing that leads the client to the right agent based on agent training, previous evaluations and interaction results. (3 points) • Optimised – We help our agents continuously improve, with content analytics of their interactions (voice and digital) and tailored training recommendations.
• Advanced –We generate staffing forecasts for all channels based on historical call and digital interactions. Agents can trade shifts, request days off, plan for training, etc. (3 points) • Optimised – We use AI and machine learning to optimise staffing. Our contact centre is fully staffed with little to no agent downtime and no long customer queues.
• Advanced – We have a unified digital and voice support platform, with integrated business communication tools and data sets. (3 points) • Optimised – We have custom workflows to automate tasks, which integrate easily into our communication and customer support platform. This improves our productivity. (4 points) Points for open APIs: What’s your average score for agent productivity? (1 = Basic. 1.1 to 2 = Standard. 2.1 to 3 = Advanced. 3.1 to 4 = Optimised.
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Rate your overall strategy Growth plans What is your contact centre’s overall growth strategy including cloud, vendor management and futureproof technologies? Choose a rating: • Basic – We have multiple vendors. Each vendor provides a technology that is deployed across multiple sites and needs to be physically installed and upgraded. (1 point) • Standard – We’ve consolidated our voice unified communications and contact centre platforms into the cloud.
• Standard – We train our agents in customer outreach (inbound/outbound/ blended) and our KPIs incentivise customer satisfaction and business outcome. We use outbound in low-traffic periods for potential up-sales. (2 points) • Advanced – We decrease our costs by deflecting calls to digital channels, and use NLP for automation. We invest in agent training and tools to solve advanced problems, such as access to experts, real-time knowledge bases, etc.
Support for remote agents How well can you support remote or work-from-home (WFH) agents with your current contact centre solution? Choose a rating: • Basic – We’re unable to support remote teams. (1 point) • Standard – We can support agents who have a simple data connection, through cloud deployment and voice over Web Real-Time Communications (WebRTC).
Security How well do you protect your customer data and maintain security and compliance? Choose a rating: • Basic – It’s hard to maintain compliance. We have yearly certification assessments and invest in experts to maintain the security of our onpremises equipment. (1 point) • Standard – We get the latest certifications for compliance from the cloud, such as Payment Card Industry Data Security Standards (PCI DSS), General Data Protection Regulation (GDPR), etc.
Now it’s time to tally up your points and find your average score. Add all section points up and divide the result by three or use an online calculator to find the average. Once you have your score, see how you measure up to your peers in the table below. Your overall score Industry type Average peer score (/4) Industry type Average peer score (/4) Aerospace & defense 2.5 IT services 2.5 Agriculture forestry & fishing 2.6 Manufacturing 2.5 Automotive 2.5 Media / entertainment 2.
Your next steps That's your evaluation done. Now you can see where your strengths and vulnerabilities lie. Did you get the score you imagined you would? Perhaps a bit lower than expected? Or did you discover your contact centre is way more capable than you thought it was? Now you know how you measure up, the next step is considering what your business priorities are. These should be the things that matter most to your company and your customers.
About RingCentral RingCentral, Inc. (NYSE: RNG) is a leading provider of business cloud communications and contact centre solutions based on its Message Video Phone™ (MVP™) global platform. More flexible and cost effective than the on-premises PBX and video conferencing systems it replaces, RingCentral helps employees communicate across devices from wherever they are. RingCentral offers three key products.
