4 steps to elevate CX for employees

As you evaluate where you are in your CX efforts, here are some steps you can take to make sure you are not just meeting client and employee expectations, but exceeding them:

Ask, don't assume. While it's important to empathize with your customers, it's not enough. You have to ask them what matters, what they're going though. The whole nature of our team's work is to constantly gather insights and data from our brokers, clients, attorneys and members, because we are trying to monitor their expectations, and anticipate the types of experiences they're looking for. That involves regularly conducting consumer panels, surveying members' satisfaction, holding focus groups and creating new opportunities to interact with customers.
Keep customers informed, but time it right. Help clients strategically communicate the advantages of their benefits with the right message, in the right medium, at the right times in the customer journey. This means testing messages and delivery methods, then providing employees with the information they need – when they need it – to make informed, confident decisions.
Simplify the customer journey. As part of your journey mapping process, identify potential pain points where customers may get frustrated, lost in the process, or simply give up. It's a great chance to eliminate unintended redundancies, inefficiencies, or confusion. This can be at the point of enrollment, but could also be when they are seeking help, need to utilize their benefit, or even when they leave the company and need to understand their options. One of the pivotal CX points that ARAG identified in the customer journey is when members are searching for and selecting a network attorney to work with. We know it can be intimidating and sometimes overwhelming for members to initiate contact with an attorney. So, we've worked hard to make it as seamless and painless as possible by offering them information (like attorney ratings and reviews) and empowered choices at that step.
Measure results. It's absolutely critical to continuously monitor feedback from all your audiences (e.g., clients, employees, etc.) to look for trends and stay on top of concerns. Plan to allocate a portion of your budget to gauge the impact of your CX programs. In addition to quantifying value, it's also a great way to identify emerging customer needs and an opportunity to provide innovative solutions.

CX is a constantly moving target; a never-ending endeavor that takes work, focus and commitment to pinpoint. But it's also an opportunity to provide distinct value to your clients. And in today's world, can you afford not to know what's on your customers' minds?

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Keeping up with evolving expectations: elevating the client experience

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