Customers today are paying heed to their most preferred channels of communication. With the growth and advancement in technology, having a well established platform for conveying your brand message to the target audience is a must.
Solving customer issues online is just an addition to the traditional calling practices. If organizations want to stay ahead in the game, they need to have a digital strategy that caters to the ongoing need of their customers. The rewards to organizations who have evolved digitally are countless. What’s more important over here is how digitalization is disrupting the current business model and the kind of benefits they are providing to their customer journey.
Digitally enabled organizations have the power to deliver true omnichannel customer experience with their advanced capabilities. So, if you are planning on a digital customer service strategy, follow this step-wise guide to execute a perfect strategic plan:
- Start by reviewing your current customer service strategy and identify those issues that needs to be served on priority
- Keep a check on those activities that would not extract any good out of digitalization and will act as stand alone entities.
- Monitor all those activities which are ready for transformation and control the overall flow of the system to avoid any future customer issues.
- Plan for ultimate user experience by targeting one touch mobile service and in-app support.
- Go out with your marketing plans and make it big by promoting it on a large scale.
- Deploy the changes carefully after a complete scrutiny done by the team entitled to control the transformation.
Now, that you are out with a strategy, it is more than important for you to understand the mistakes you should avoid when planning on digital customer experience:
Mistake 1: Reluctant and Sluggish Customer Service Channels
Consumers these days are quite impatient when it is about their service needs. If they have paid for something they won’t let it just go like that. Organizations these days target First call resolution and self service options to capture their customer’s trust. But still there are many organizations that are not proactive when it comes to customer service. Be sure that your organization is not among these slow players who are not able to effectively serve across digital channels. The channels include:
- No live chat feature to support customers who are not willing to dial out but are happy to chat while working at their offices.
- Poor response time on complaint emails received in the company’s info or feedback ids.
- Unable to monitor Social media channels where customers might be posting their bad customer experience or complaints.
Such issues can be easily addressed by deploying a customer support technology which can streamline all your channels and provide your customers with out of box integration with CRMs, 24*7 uninterrupted 360 degree customer service etc., fulfilling your digital customer service needs.
Mistake 2: Poor use of personalization tokens to address your customers
Organizations failing to personalize customer experience witness large amount of customer churns. Studies have shown that “94% of companies have accepted personalization as a critical ingredient to current and future success.” With the help of a smart customer engagement technology, organizations can exemplify their user experience. Customer support agents can track, analyze and create reports which can be useful in understanding the buying behaviour and ongoing trend in the market. Thus an agent can view the past history of the customer before the interaction which may ultimately lead to higher satisfaction and increasing resolution rates.
Mistake 3: Lack of knowledge base provided to customers online
Before reaching out to customer service channels, a customer is always keen to check out FAQs and help topics already present on the website of a particular organization. This helps them to save their time to reach out to customer service agents and they can easily search the topics that they need information on. But adding unnecessary documents without any content and need mapping results in poor knowledge base which can possibly increase customer frustration. For a simple query or a syntactical kind of issue if a customer takes more number of minutes then it makes no sense to have a knowledge base. An organization should focus on visual content, integrated chat capability, site wise map orientation (better and informed search results) and other capabilities that raise the level of their digital customer service.