Digitizing your Customer Engagement
Customer experience is going through a transformation. Whether it’s purchasing online, looking for information or contacting customer service, customers want better service. Customers also expect the option of a digital experience and if they don’t receive it, they will simply go elsewhere.
While this change is empowering for customers, it presents a real dilemma for companies whose teams aren’t able to respond to their customers’ needs and expectations fast enough. Although it may seem challenging, achieving the desired level of customer service is possible.
Automated self-service capabilities
With the right tools and processes, businesses of all types and sizes can use data existing within their business to create intelligent communications and generate automated self-service features, to allow for greater customer engagement and experience. If we look at the current environment, Gartner predicts that “by 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human”.
What this means, is that every communication and interaction with customers must be optimized to deliver the level of service they expect.
Forward thinking organizations have taken note of this trend and are implementing a multi-channel approach to provide multiple means of communicating with their customers – all whilst taking the pressure away from their employees.
For example, a customer can be directed to a portal to find out details about their current plan or tariff, get a recommendation for a better plan that saves them money, and then actually switch their plan through the portal itself. The cost savings for businesses through such automation can be immense.
The 4 keys to a better digital customer experience
- Giving instant connectivity: People want information quickly, so it’s important to have quick access to data, anytime, anywhere and on any device.
- Answering customer needs: With quick data retrieval comes data personalization. Once you have action ready data, you need to put in place the systems and processes necessary to perform fully personalized communications that answer your customer needs.
- Using the channel they prefer : How customers want to connect with us, and the way we’d prefer they connect with us, aren’t always the same. Design your automatic processes to fit your customers’ desired journey and efficiencies to your own processes and teams will follow.
- Ditching the routine (or Focusing on what matters: Some tasks such as customer support require human intervention. But many others like sending invoices or archiving purchase orders are routine. You don’t want to waste your time on repetitive tasks you could automate.
Essentially, much of this approach revolves around putting yourself in the customer’s shoes and ensuring that everything you do makes their interactions easier, faster and trouble free. A first step is to check how your existing processes work by testing them yourself. For example, how easy is to get answers on channels and move along the customer journey? Evaluate the interactions you have with customers to see what they are thinking and saying. This information can then be used to fix issues across the journey and increase satisfaction.
With digital customers in mind, Objectif Lune has helped numerous companies from around the globe drive greater personalization across digital channels to develop better connections with customers and a deeper sense of brand loyalty.
Say goodbye to error-prone mundane tasks and empower employees with the knowledge, training, technology, time, creativity and permissions they need –to be consistent with your customer facing digital offerings.
Let us help you digitizing your customer experience! Feel free to contact us to get a free consultation!