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Tips & Tricks for Building Your Experimentation Program

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From chatbots and call centers to interactive voice response and social media, customer support teams are on the frontline of every brand. They play a pivotal role in delighting customers post purchase, while also mitigating negative interactions that can have long-term impact on the business. In fact, U.S. companies lose an estimated $62 billion each year because of perceived poor customer experiences. On the flipside, 69% of consumers will spend more with a company that they think has good customer service.

The ongoing changes and long-term uncertainty associated with the coronavirus has cast an even brighter spotlight on the value of support teams today. For financial, insurance, and healthcare organizations in particular, call center efficiency and customer support are more crucial than ever. More than 150,000 companies rely on Salesforce for running their call center operations, where customer-driven teams are seeking ways to go beyond standard best practices to exceed expectations and deliver exceptional experiences.

In one case, State Farm aims to improve customer satisfaction by resolving cases faster and providing enjoyable experiences with more personalized and casual messaging. Making small changes to customer support page layouts, call scripts, or recommended actions can significantly impact both agent efficiency and customer satisfaction. The challenge is knowing if the change will have a positive or negative effect before implementing it for thousands of agents (and customers). An unintended outcome could potentially cost the company millions in agent time and productivity as well as lost customers. 

At Optimizely, we don’t think of customer service as a box you can simply check. Rather, it is another crucial touchpoint in your customer experience and requires real-time insight about customer behaviors and their experiences with your brand. And there is no experience without experimentation. 

Optimizely and Salesforce developed a new integration that enables brands to more effectively integrate customer support in their customer experience strategy and drive better business outcomes for both. The new Operations Experimentation (OpX) application for Salesforce combines the power of our leading experimentation platform with the largest CRM platform. OpX enables support teams to explore and execute Salesforce improvements to unlock time and operational cost savings and enhance customer experience. For example, support team leaders can test various call scripts and process approaches to identify with data which scripts and workflow changes allow agents to help customers faster and better, supporting overall customer satisfaction and loyalty as well as improved contact center operations.

Call Center Agent Workspace in Salesforce Service Cloud

With OpX, we’re extending our goal to embed experimentation even deeper into our customers’ business processes and across their teams, so they can harness the power of experimentation where they are working. We want to make it easier for customers to know with certainty what works — and what doesn’t — to validate ideas, measure the impact of digital strategies to improve customer experience, and deliver business value. 

We’re introducing OpX today at Opticon, our free, virtual user conference. Register here to attend and hear more about our latest integration with Salesforce, and from Optimizely customers and partners about how they are using progressive delivery and experimentation to build better products and ignite growth.

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