A new era in Customer Service
Customer Centric support is more than just the latest trend in customer service. It symbolizes a significant shift and a new balance of power between consumers and enterprise organizations.
Fundamentally, it proves that businesses have finally acknowledged that fierce competition and a plethora of options available to consumers require enterprises to over-deliver in order to provide a superior overall customer journey.
Last week’s survey by The Independent about the customer service ranks amongst UK mobile providers noted that 25% of mobile customers switched providers this year. Add to the latest proposal to allow customers to transition between telecom carriers with a simple text message, and service providers find themselves facing a new reality -one that caters fully to the customer.
Customers expect a product to be presented to them in the way they want at exactly the time they need it. From the purchase process, to quick and convenient delivery, to 24-hour customer service availability and swift tech support – customers today want it all. And more often than not, they will get it.
For decades, tech support was the weakest link in the chain. The department created high costs and friction for the operation, but generated no direct revenue. Today, organizations have come to realize the value of an efficient, customer-friendly tech support center. As quality service and a solid brand reputation are increasingly proven to be game changers in the customer decision-making process, organizations recognize the direct effect their after-sales support has on their bottom line results.
Focus on the Customer’s Experience
Call centers are often the first line of defense when interacting with customers post purchase. Customer dissatisfaction can happen for many reasons during their interaction with tech support.
– Difficulty finding the relevant contact information for the support center
– Long hold times on the phone or chat
– Having to repeatedly explain themselves after being transferred from one agent to another
– Finishing a call with a disappointing result and an unresolved issue
Without a positive call center experience, a struggling customer may very well become a frustrated one – or worse, a past-customer.
The customer centric approach has finally reached support centers. Management has realized that the past focus on call efficiency and agent routines did nothing by way of customer satisfaction. Instead, upping the level of attentiveness to customer needs — especially to those customers with a complex product or service issue — fosters a more pleasant customer experience, builds trust and the foundation for a long-term relationship… the holy grail of the customer centric philosophy.
Simultaneously, this new emphasis on customer-centric processes have given rise to a new line of technologies that are emerging with the clear goal of improving the customer experience.
Customer Centric Solutions
To help you navigate through the multitude of tools available on the market today, we’ve highlighted a list of five technologies that have been proven to offer your customers a positive support experience time and time again. These must-have technologies can be implemented in your tech support operation today and have your call center be customer-centric tomorrow (almost!).
1. Intelligent Call-Back: An automatic call-back feature allows callers to select the call-back option, avoiding the need to wait in a queue on the phone. Instead, the caller can return to what they were doing, and an agent will call back when available.
2. Omnichannel CRM: An omnichannel experience considers all channels and devices that a customer might use to interact with an organization – including website, social media channels, customer service call center, etc. It delivers real time inquiries to your support team, and gives them tools to respond, manage and escalate from a single dashboard. This streamlines the multichannel support process, aligning the customer experience with every touch point, device or platform.
3. Visual Support: A real-time video communication technology that allows agents to see the customer’s physical environment via their smartphone and visually communicate with him. The ability to visually identify of the source of a technical problem and point at the required action instead of describing it, is a game changer in Tech Support call center.
4. Call Center Analytics: Big Data is the ultimate tool to help call centers better understand their customers. By recognizing patterns in the call center work flow, customer service execs gain insight into optimizing resolution processes. A good call center analytics system can carry a call center to peak performance, while optimizing each customer’s experience and interactions.
5. Predictive Support: These services use continuous monitoring and trend analysis to predict malfunctions and provide real-time intervention in order to prevent service-impacting incidents and ensure continuous performance.
A positive post-purchase customer experience has been equated to bringing flowers to your wife after ten years of marriage. It strengthens the relationship and helps it endure the difficulties. It ensures you a loyal customer – one that will come back again and again for your service or products, and one that will spread positive word-of-mouth about your organization.
Customer-centric support center is a worthy goal. To achieve it, spend the time necessary to research and identify the soft spots in your service operation and determine which call center technologies will fill that gap. Then implement the right technologies for your organization – you will find yourself immediately providing better service, utilizing resources more effectively, and giving your customers the call center experience they deserve. Then sit back and watch your customer loyalty and revenue skyrocket.