How to improve outdated Customer Service Experience (CSX) Models.

If you’re a regular reader of the HOED Research blog, then you know that we explain how important it is for businesses to provide outstanding Customer Experiences (CX). However, despite some of the amazing advances in CX technology (e.g., AI, chatbots, sentiment analysis, speech recognition, speech and text analytics etc.) a lot of organisations are simply building technical debt on top of their already dated CX programs, which essentially means that the customer journey incrementally will become more frustrating and harder to understand.

Why is this happening and how do we fix it???

We have found that the difference lies in “Customer Service Experiences (CSX)”, and a lack of innovation or effective implementation of a CSX model. As previously mentioned, there have been some amazing advancements in CX technology, however, the ‘tech’ is but an enabler only and there are very few examples of an overarching and robust end-to-end CX framework.

What Is Customer Service Experience (CSX)?

“Customer service experience is how customers feel when they get help from your company, for example, purchasing a product or service or any transaction or interaction taking place. Is the customer satisfied with a response received? Was the response timely? Was it frustrating trying to contact you? All of these aspects and more combine to make up the customer service experience”.

  1. CSX focuses on creating positive customer contact options across ALL channels, for ALL customers at any time.
  2. CSX focuses on resolving ALL customer service requests and issues in the best and most effective way possible.
  3. CSX inspires and drives change throughout the whole organisation.

So, what should great customer experiences look like?

Here’s an example of what ‘good’ online CX experience looks like, versus what ‘great’ CX should look like. Situation: 

  • I received a pair of pants that, don’t fit/don’t like AND I want to return them.
  • I might also be interested in different sizes and a pair of underwear, which is already in my cart.

Standard – “GOOD CSX Journey” Currently Available.

  1. Go to App / Website and sign-in
  2. Go to the My Orders / My Returns page
  3. Click on Item to Return
  4. Give Reason why
  5. Select Refund to Original Payment method / Credit / OR Exchange
  6. Confirm the return.
  7. Confirm collection address
  8. Confirm collection date from a list of options

If you’re lucky, you won’t have to print out the shipping label and attach it to the package, however, there are a lot of organisations that do not offer this option which means that customers must go through the frustration of finding a printer.

To replace an item, the most common ‘Good’ practice is to either:

  1. Place a new order, and wait for the original to be refunded OR
  2. Wait for the original order to be returned and use the credit to place a new order – Customers are left to wait and hope that the item will still be in stock by the time this process is completed (i.e., time delay between, pick up, delivery, return and processing of the customer’s credit)

Yes, you can contact the company contact centre, but let’s be real, how often do we receive a good customer experience these days? 

Our team put together their idea of what a GREAT CSX example would look like.

GREAT CSX – Future Thinking:

  1. I pick up my device of choice.
  2. Visit the company website, app, or social media channel to access your account.
  3. Select “I need CSX Assistance”
  4. Utilise speech or text recognition: “‘Hey (company name), the JBL Headphones I just brought are too small, and I don’t like the colour. I’d like to return them and try the Sony Wireless Headphones Instead, I’ve just placed them in my cart now. I’d prefer the collection of the JBL headphones to be made from my work address, and please deliver the replacement Sony Headphones at the same time. Thanks.”

Our team have found very little evidence of organisations offering this approach, but it is a compelling example of where CX and CSX should be heading right now. This is a very simple example, the opportunities to innovate are endless!

CSX benefits

  1. Easy for customers to express their wants and needs.
  2. No waiting, or queuing. Just speak or type, & you’re done.
  3. Currently, a large majority of customers will leave businesses because they can’t speak to or communicate directly with someone.

Here are a few points to take away to help you become great at CSX.

  • Stop deploying innovative CX tech into outdated CSX models.
  • Build your company voice & text input CSX channels & publish the CSX help option on every channel that customers utilise. 
  • Utilise the data you already have but join it together to seamlessly authenticate the customer’s identity and associated history with your company.
  • Create empowered CSX employees whose purpose is to intervene when needed, own issues and provide the best possible outcomes. 

And then regularly measure (or audit) just how well your business is doing. Use a third-party provider such as HOED Research to provide unbiased and independent feedback. Share the results with your wider team, for continuous improvement. 


“93% of customers are likely to make repeat purchases with companies delivering excellent customer service.” (HubSpot)

The team at HOED Research will be happy to discuss your CSX requirements with you.

Richard (Managing Director) Email: