Thanks to Scott Hays of Kana, Ann Ruckstuhl (#annruck), Kai Petzalt of SAP and Tim Pickard of New Voice Media for sharing their thoughts on delivering smart customer service.
Smart customer engagement leads to better customer service and a better customer experience.
An experience is something you have. Engaged is something you, or your customers, are.
To optimize customer engagement, you need to:
- enrich customer interactions;
- improve processes; and,
- optimize and empower your workforce to provide great experiences that will result in an engaged customer.
Customers expect personalized treatment. Personalization requires context -- "know me, work with me."
Customers are constantly connected via smart phones, tablets and PCs. This has resulted in a fragmented customer journey.
Touchpoints are neither integrated, nor leveraged. Each customer interaction lacks the context of an entire journey. There's tremendous dependency on historical data.
26% of a CSR's time is spent looking for relevant data. This results in an inferior customer experience.
The solution is customer journey management whereby you collect, detect and engage with the customer in real time.
A better CSR experience leads to a better customer experience, which, in turn, leads to greater lifetime value of the customer.
Smart business insights are gained by having actionable insight while engaged with the customer on the phone, via online chat, via email, on social channels. You must integrate all of these channels to provide an outstanding customer experience.
Today's customers have more choices and they are more open to making changes if the level of service is inferior.
Social media is driving awareness of customer service levels and the "wow" customer experiences people are having.
Going forward, we can expect companies to be more proactive and better informed in order to improve the customer experience.
This is especially true for millennials who have grown up with technology and smart phones.
Companies must recognize that for millennials, the customer experience is part of the product/service, as well as the brand.
Key Takeaway: Provide customers with choice and make it simple and easy for them to do business with you digitally.