Customer Service/Support

Customer Insights & Feedback: They need the strategic CX team to provide the "big picture" context. This includes trend analysis, customer persona details, and journey maps, which help agents understand the situation a customer is in before the interaction begins.

Journey Mapping Contributions: Access to end-to-end journey maps that show how and where customer issues originate. This context allows agents to move from simply solving a ticket to having a more informed and empathetic conversation.

Advocacy for Customer Needs: The support team needs the strategic CX function to act as their amplifier. CX can take the recurring issues and pain points identified by agents and champion fixes with other departments like Product or Operations, addressing the root cause of contacts.

Process Improvement Suggestions: Analysis and recommendations from CX on how to improve internal support processes, escalation paths, and knowledge management to make the agents' roles easier and more effective.

Data & Analytics: Tools and analysis from CX that connect their interaction-level metrics (like CSAT and AHT) to broader business outcomes like customer loyalty, retention, and lifetime value.

Regular Communication Channels: Establish a formal, structured feedback loop (e.g., a weekly "Voice of the Agent" sync) where CX and Support leaders review top contact drivers and agent feedback to identify systemic issues.

Joint Initiatives & Projects: Partner on the continuous improvement of the agent toolkit. This includes co-designing training modules on empathy and problem-solving, optimising the knowledge base, and creating shared goals for reducing negative customer interactions.

Data Sharing & Reporting: The strategic CX team must analyse and synthesise the rich data from support interactions and present it back, not just to other departments, but to the support team itself, validating their on-the-ground experience with data.

Cross-Functional Training/Workshops: CX can run workshops for support agents on journey mapping and customer empathy. Crucially, CX can also facilitate sessions where support agents share their direct insights with teams like Product Development, creating a powerful link between the front line and the core business.

Attending Their Meetings: Strategic CX team members should regularly shadow agents and listen to live calls to maintain a direct connection to the customer reality. Attending team huddles allows CX to share insights and gather immediate feedback.

Active Listening & Empathy: The CX team must act as a true partner and champion for the front-line staff. This means understanding their high-pressure environment, advocating for better tools, and ensuring the valuable insights they generate are listened to and acted upon.

"What are the biggest blockers and frustrations our front-line agents face, and how can the strategic CX team remove them?"

"How can we effectively capture the invaluable insights from our support team and ensure they are used to drive meaningful change across the business?"

"Are we arming our agents with a clear understanding of the customer's full journey, or are we forcing them to work without context?"