By Tuula Fai on Nov 11, 2015
Want to Get Going with Modern Customer Service but you don’t know where to start? Here are 4 takeaways from CustomerThink’s webcast with Forrester Analyst Kate Leggett and Oracle CX Strategist JP Saunders.
1. Service is Vital to Customer Experience (CX)
Make service a core part of your CX strategy. Why? Customers have more interactions with your service organization than any other business function. As a result, investing here can lead to dramatic gains in your customers’ overall experience.
2. Omni-channel is an Evolution, Not a Revolution
Modernization doesn’t happen overnight. It occurs in stages where you lay foundational elements like FAQ knowledge to ensure consistent answers across channels. When you take this evolutionary approach, the efficiencies you gain in early stages help pay for future service improvements.
3. Get Going with a Multi-Channel Strategy
To ‘Get Going’ with your multi-channel strategy, you need to invest in three key areas:
- Empower customers with self-service
- Provide multiple choices of channels
- Enable customers to help each other
Empowering customers to find their own answers online is critical because web self-service now surpasses phone as customers’ most preferred support channel. A good self-service strategy not only reduces service volume and costs, it also increases customer satisfaction and loyalty.
Providing multiple channels of choice enables you to serve customers where they are. But you also need to give them the ability to start in one channel (e.g. web self-service) and move to another (e.g. chat or email). To do that, you must connect your service channels and provide answers from one knowledge base.
Enabling customers to help each other in social communities not only gives them another way to find information quickly, it also keeps your content fresh; and boosts buyer confidence as peer-generated content fosters trust. In addition, you deepen customer affinity for your brand.4. Use the Phone to Build Trust
Once your self-service site is established, you can use the phone channel for more complex inquiries requiring agent assistance. These higher touch interactions provide the kind of personalized guidance that helps strengthen customer relationships and loyalty.
To listen to the full webcast, please click here.