3 Tips for Creating a Customer-First Support Strategy
If a goal for your organization is to shift to or maintain a customer-first mantra, it should be no surprise that creating that culture requires a good hard look at your current customer journey and, of course, your approach to service and support. How do your customers get answers to their questions? Are responses fast? Are they resolved the first time? Do you have self-service options?
Developing a customer-centric service strategy goes beyond simply adding in artificial intelligence or including cross-channel data. These tactics – among others – need to be combined into a seamless, unified strategy for how customers will interact with your brand.
Here are a few ways you can get started on delivering the service customers want:
Get Your Data Together
Customers today expect the companies they do business with to know who they are, what products or services they use, and their history with the company. Bringing customer data from disparate systems together to provide that single source of truth on a customer helps agents personalize the interaction, bypass those annoying qualifying questions, and decreases the complexity and productivity for the agent and delivers a better outcome for the customer.
Let A.I. Help You (And Your Customers)
It may sound counter-intuitive, but leveraging artificial intelligence like virtual assistants and chatbots is becoming a key part of many customer-first initiatives. Why? Today’s A.I.-powered chatbots help resolve common, low-level requests quickly, helping customers get the answers they need without waiting in a queue while also freeing up agents to spend more time with those customers that have complex or high-value inquiries. In addition to helping take over front-line questions, chatbots are also great at helping to personalize engagement by pushing information to the agents in real-time about the customer’s history with the brand as well helping the agents quickly find answers to the questions at hand.
Empower Customers with Self-Service
It can be a common misconception that in order to achieve a customer-first culture, you need to hire more reps to handle more interactions. More and more today’s customers are opting for self-service. Avoiding call centers like the plague, customer’s often times look to Google for their answers before anywhere else. So if customer’s don’t want to talk to agents for common problems, why make them? Make sure you are providing relevant support documents on demand and multi-channel support when the documentation just isn’t enough. The key here is to be available to them wherever they chose to engage.
Creating a customer-first strategy does more than just save money. While the savings can be significant – cutting down the more than $10 cost per call average today – the real benefit comes in the more personalized, timely, and effective support offered to customers. With the right processes and technologies in place, agents are able to better balance their time and work more efficiently and customers aren’t left on hold.
For more on how to create a customer-centric support strategy, check out our eBook “The Future of Customer Engagement”.