SECTION: TABLE OF CONTENTS
(PAGE NUMBER) (COVER) How Customer Service Solutions Enhance
(PAGE NUMBER) (SECTION) What Today’s Customers Seek from the User
Experience that Brands Offer Them
(PAGE NUMBER) (SECTION) How Automated Customer Service Enhances
(PAGE NUMBER) (SECTION) Summary
SECTION 1 – COVER: How Customer Service Solutions Enhance Customer Experience
SECTION 2: What Today’s Customers Seek from the User Experience that Brands Offer
“In the future, we see customer experience as the epicenter of brands’ success or failure. The road to excellent customer service isn’t an easy one, especially for legacy brands that were not built to be online-first. Digital customer experiences are becoming even more complex and difficult to track, as humans and devices are interacting with the Internet of Things and wearables.”
Customer service experience can make or break the success of your marketing campaign – and spread good word or bad about your brand. Even during the pre-internet days, companies invested in public relations messaging in order to quell voices unhappy about their customer service. The reasoning is sound: a happy customer who has a pleasant and productive interaction with your customer service representative will tell others about it. So will a disgruntled one who was dissatisfied or frustrated with the way that your representative handled their problem.
But here’s the disadvantage of word-of-mouth feedback to businesses everywhere: the unhappy customers will tend to talk more about their bad experience than the happy ones. Many satisfied customers will not go out of their way just to praise a competent service that they feel that they had paid for. But in contrast, unhappy customers will want to air their grievances and warn their friends in order to prevent them from going through what they went through. And the more they feel their issues were not addressed, the more they will find other avenues to take them.
Think of it as dominoes falling, one negative buzz after another haunting your brand, spreading negative information and feedback about it.
This kind of shared feedback about the quality of the customer service experience has intensified in these days of real-time uploads and social media. Back then, disgruntled customers would have to wait a week before any of their letters could be published in a newspaper or trade journal. The same holds true for watercooler gossip to leak out to business lunches and tennis games.
But today, all it takes is one complaint – said powerfully, eloquently, and with all the necessary photos – to be posted on a social media network or a blogger’s forum in order for it to go viral. Friends of the aggrieved party will share the post to keep their friends and acquaintances away from the brand – and their friends will do the same. Media outfits and review websites might pick up the complaint and repost and share it.
Once it goes viral, the damage has been done. Rightly or wrongly, the company or the brand would have fallen from grace in the eyes of millions of internet users who want to get quality service for their hard-earned money.
The statistics speak for themselves:
What makes the landscape more challenging is that it is no longer enough to deliver on your commitments at the time that you promised it and according to the way that you described it. The digital explosion has allowed customers to become more vocal and outspoken about their preferences.They want a response time that is faster and more efficient than what their older siblings of a generation ago had been used to. They want customer service available at all hours of the day and night. And in an era where information can be downloaded at the click of a mouse, they want detailed, relevant answers to their questions—and ones which will make their lives a bit easier.
The customer of today rises and sleeps with his smart device in his hand. He knows he has a lot of choices when it comes to his favorite items, dream trips, health products, and other goodies. He knows he can unleash a strong voice online that will be heard. He wants to buy from brands that he can trust and do business with companies that he knows will deliver.
These are the things that you should take note of if you want to deliver excellent customer service to your client—and keep him engaged for the long haul:
The information you provide him should be thorough and accurate. Chances are he will do a search query to confirm the precision of the data you gave him. And if some of them are false or misleading, he will contact you again. That’s a positive response. A negative one would be his posting your error on social media for everybod to read.
As Esteban Kolsky, CEO of thinkJar, points out, 64 percent of customers will not accept any info you give them blindly. Another 44 percent say that they had been given wrong data by customer service representatives at one point.
FOR ARTIST: ILLUSTRATION
How much bad customer service costs corporate America: $62 billion a year
The effects of positive customer service experience on customers:
-Source: New Voice Media
Mention automated customer service solutions, and the first thing that a business owner thinks of are chatbots that are driven by artificial intelligence (AI). That may be true, but there is more to automated customer service than smart, machine-learning software interfaces that communicate with human beings with a certain level of projected, if manufactured, emotion.
Here are some of the tools and facilities that are part of automated customer service solutions:
How do customer service solutions enhance the customer service experience? By providing more than sufficient response to their needs as reflected in the trends cited above.
There are also options where human customer service representatives immediately are notified of a request and they can call the customer by phone or respond to him through email or text. The automated customer service solution can forward the complaint or issue to the right person in charge; it spares him that frequent customer horror story that makes him wait for long minutes while his call is being bounced from one department to another.
Some of the more sophisticated customer service software have come up with standard answers to the frequent issues and can email or post back a reply pertaining to that situation as soon as the complaint or issue has been posted.
SECTION – Summary
Relevant, useful, and upgraded information. The accessibility of customer service assistance at all times and across all platforms. A more personalized approach. These are the aspects of an enhanced customer service experience that the 21st-century consumer is looking for. Automated customer service solutions provide all these and thus assist the organizations in keeping customers loyal, engaged, and willing to recommend the brand to potential buyers.