Customer Experience as a Service

Customer Experience as a Service (CXaaS)

What is Customer Experience as a Service (CXaaS)?

Customer experience as a service (CXaaS) is a fully managed approach to customer engagement that combines service talent, customer experience (CX) expertise, and CX technology. This managed services approach empowers organizations to deliver the CX you want with the speed, reliability, and efficiency your customers demand—without breaking the bank. CXaaS eliminates the need to manage multiple vendors and helps organizations deliver the kind of experiences that today’s customers expect—easy, effective, and satisfying—in a quick, efficient, and inexpensive way.

Core components of CXaaS:

  • Service talent includes a company’s delivery footprint as well as talent management solutions and practices
  • CX expertise includes CX consulting, journey orchestration, design thinking, data science, and core contact center processes
  • CX technology includes a SaaS platform, core contact center applications, CX analytics, automation, and artificial intelligence (AI)

CXaaS can help companies improve CSAT and NPS, unify your strategy across departments, deliver differentiated experiences, and accelerate CX transformation. In addition, this approach can reduce operational costs by 20% or more, help you make the most of your existing technology investments, improve agent productivity, and decrease risk around things like regulatory compliance. And it can help your business overcome both internal and external roadblocks to service automation, ensuring access to the latest technologies, innovations, and advances.

As business needs evolve, CXaaS can continually optimize for both self-service and agent-assisted experiences, finding new ways to increase automation and containment.

What’s Wrong with CX Today?

Most companies are still using siloed solutions to deliver CX. Much of the problem comes down to how companies organize. Self-service channels, such as chatbots and IVR, as well as assisted services like contact centers, are often managed separately, with little connection between the two.

Within technology solutions there’s also a division between digital (text, chat, messaging) and non-digital (voice-based) channels. Further dividing the digital side, you have conversational AI (digital), self-service tools, FAQ management, and your knowledge base. On the voice side, you have IVR and AI-based conversational IVR. However, there’s rarely anything uniform about these solutions or the way their performance and outcomes are measured.

Organizational division also matters when it comes to implementing new strategic initiatives, including in the realm of CX. For example, when one part of a company issues an RFP, oftentimes leaders from other divisions are neither involved nor aware. When departments don’t keep each other in the loop, it’s very difficult to determine what’s truly important to the business as a whole. Each department or division operates on a different set of policies and procedures, often juggling multiple vendors with different SLAs. This results in additional operational expenses and disjointed experiences for customers.

While customer satisfaction and NPS are important metrics, companies should also be measuring the total cost-per-resolved-conversation (CPRC). Only by looking at the total expense across channels can you understand what it really costs to serve a customer.

In a 2021 Everest Group report , analysts cited the following key challenges enterprises face with current CX approaches:

  • No ownership of end-to-end CX innovation
  • The enterprise is responsible for risk
  • The enterprise must manage multiple service vendors
  • Legacy solution scalability is limited
  • Employee experience is poor
  • Lack of alignment with operational goals
  • Lack of alignment with long-term strategy
Video: What is CXaaS?

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