Nowadays, it has become much easier to communicate with prospects and customers of its competitors, for example, via retargeting on Facebook Ads, via the identification of fans on social media (Twitter, Facebook, Linkedin.). The same applies to Google Ads with visibility on your keywords in the results in the Google search engine and via natural referencing, when one of your customers searches for information on a product or brand on the web as shown by Business Consulting Services.
There is a double trend: On the one hand, automate a number of tasks and actions and define standardized processes (typical responses, chat bots, interactive FAS). Automation to process very simple requests without added value (eg schedules, simple requests.), or to offer a first level of commitment (eg pro-active chat on the site to offer help).
On the other hand, put the human in the center, because if you use too much robotization and automation, it is no longer possible to create the emotion essential to the act of purchase and retention. you also note that customers are now becoming data (they become exploitable data that allow analysis and scoring), and it is the same for most of the communication channels that have become digital (emails, sms.) and interconnected.
However, in view of this multiplicity of communication channels, offering these new channels of communication becomes almost a fundamental for prospects and customers, knowing that before putting them in place, they must be mastered and unified to avoid to create new data silos. Another observation that demonstrates the importance of looking after the customer experience is that customers are no longer your exclusive property.
You must learn to get their loyalty (and not try to retain them, because just like love, fidelity can not be bought), because the competitors are now only 1 click that it is on PC or on smartphone. Indeed, it is clear that a few years ago, your customer base was protected and inaccessible, but this time is over.
The customer service is not there just to take calls but to ensure that the customer is satisfied and that there is an experience that meets the minimum expected (before even thinking of offering an extraordinary experience). But for customer service to be a factor of differentiation from the competition, it is necessary to change the way it thinks of customer relationship as shown by Business Consulting Services.
In order to convince senior management, it is also necessary to prove the financial profitability of investments in improving satisfaction. The United States is upstream of this trend, with the introduction of ACSI (American Customer Satisfaction Index). ACSI is an indicator published by all major companies that measures customer satisfaction.
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