How to Build the Foundation for Digital Customer Service
As digital customer service channels continue to expand and be used more by consumers, so does the need for a strong, foundationally sound CX strategy. Building that foundation needs to be done thoroughly and accurately in order to provide customers with a consistently great experience, especially when customers switch their methods of contact. These changes can occur from one digital channel to another, or from a digital channel to voice. Below are key impact points when building the foundation of your digital customer service.
- Create a Single View of Your Customers (SVC) This involves presenting a clean view of your customer data. It should be linked seamlessly across contact channels and create a comprehensive, consistent view of the customer across your organization. It should also provide an accurate view of your ideal customer through the fusion of both external and internal customer data. When trying to meet the rising expectations of customers, it really is a critical piece of any foundational strategy. The purpose is to give your company a 360 degree view of your customers so that actionable goals and initiatives can be developed around it. Without an SVC, decisions may be made which have negative impacts on customer experience from the lack of completely understanding your customers.
- Have a Customer-Centric Focus Above Anything Else Decisions, goals, strategies and initiatives should always be made with a customer focus over anything else. When creating strategies or taking action, it’s important to always think of how the outcomes will affect the customer’s experience. By focusing on your customers and their experiences, you will be placing precedent on positively impacting brand loyalty, customer retention and customer satisfaction. These metrics should lead to continued growth and success for your company.
- Customers #1 Expectation: A Quick, Effortless Experience The most important thing for a majority of customers is not to be catered to or have an ultra-personalized experience – it’s just having a quick and effortless one. Customers should be able to transition from one contact channel to another with ease, especially when going from digital channels to voice, and always have an effortless way to speak with a customer service agent. Agents should have customer information readily available, updated in real-time, especially when it’s coming from digital channels. Also, don’t make the mistake of forcing customers to wait on hold if they decide they would like to speak with an agent. Implement technology, such as a callback system, so there is no wait time and they can choose to be contacted when it is beneficial to them.
- Technology for Building the Foundation A strong digital service foundation is reliant upon well-made, useful technology. This technology should help both customer service agents as well as customers. On the company side, agents should be supplemented by AI and chatbots, which can handle commonly asked questions. This will allow the agents to be more productive and focus on complex issues from high-valued customers. These agents need easy access to real-time information so they can proactively assist customers and save time in their interactions.
On the customer side of the operation, technology should assist in making their experience easy and smooth, taking away the chance of confusion or frustration. Technology will help to create a unified experience across all contact channels, and give customers the option to effortlessly speak with a customer service rep at any time during their digital journey. Lastly, technology will help customers avoid actions that will create negative experiences, such as waiting on hold. This technology, referred to as Callback, will give customers the option to request a call at a time that works for them instead of being forced to wait on the line for the next available rep.
The main foundation for digital customer service starts and ends with the customer and their experience. Making digital interactions and transitions to other channels seamless will provide customers the experience the expect. In order to build the digital foundation, it’s important to leverage tools and technology which promote the best possible customer experience.
If you’d like to hear more about our industry-leading technology that can help you to build a digital customer service foundation, contact us.