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ASixBestPracticesforEmpoweringtheCustomerExperienceccuracy,consistencyandcontinuityareessentialtomeetcustomerschangingneeds.byMichaelAbramowIntherushtocutcosts,manycompaniesareunwittinglypushingtheircustomersthroughinappropriatechannelpathwaysandcomplexorpoorlyexecutedinterfacesimpactingneartermrevenueandlongtermrelationships,whosevaluefaroutweighsanycostsavings.Companiesthatfailtoofferacustomerexperiencethatmeetsexpectationscanfaceescalatingservicecosts,decliningcustomersatisfactionnumbers,andapoorserviceexperiencethatcanbeamplifiedoversocialchannels,deeplyerodingcompanybrandandreputation.JohnTschohl,authorofEmpowerment:AWayofLife,definesempowermentasgivinguserstheauthoritytomakeimportantdecisionstosatisfytheirowninternalneedsandtimelines.Empowermentisaguaranteedinvestment,hesays.Whenyouempoweryouruserstomakedecisionsquicklytheresultswillbeamazing:increaseduseradoption,enhancedcustomerloyalty,increasedsales,decreasedattrition,andwordofmouthadvertisingthatislessexpensiveandmorecrediblethananythingyoucouldbuy.Herearesixbestpracticetopsforempoweringusersthroughamultichannelapproach.1.
Customerknowledge.Customersknowwhatgoodserviceisandtheydemanditfromeachinteraction,overanycommunicationchanneltheywanttouse.Thereisdifferencesinchannelpreferencebycustomerdemographicyoungergenerationaremorecomfortableusingpeertopeercommunication,socialnetworkingandinstantservicechannelssuchaschat,soyourcompanyneedtomakethosetechnologiesoptionsavailable.2.
Integratedlifecycleofcustomerengagements.Yourserviceexperienceshouldallowcustomerstostartaninteractionoveronecommunicationchannelandcompleteitoveradifferentoneforinstance,startinganinteractionoverthephoneandthenfollowingupwithanemailcontainingmoredetailedinformation.Customerserviceshouldhaveaccesstothefullmultichannelsessionhistorysoasnottorepeatquestionsorsearches,therebydegradingthecustomerexperience.3.
Consistencyinthecustomerserviceexperience.Applyingbusinessprocessrulestocustomerserviceprocessesviaselectivebusinessflowswhilstmaintaininginterfaceconsistencywillconsequentlyexpediteproblemresolutionandincreaseusersatisfactionbyallowingchoice,butwithintheguidelinesofcompanypolicycompliance.4.
Keepyourcustomersexperiencetopofmind.Notallservicerequestscanbeprocessedinrealtime.Allowingenduserstotrackissuesandbekeptintheloopregardingproblemresolutioninstillsaleveloftrust.Offeringservicessuchastracking,email/SMSalertsandproactivefixesforcommonissuesforwhichtheywishtobenotifiedwillassistwithbrandloyalty.5.
Maintainingaccuratedata.Allowinginternalstaffandenduserstoflaginaccurateorincompletecontentdynamicallykeepsuserandcompanydatauptodateandaccurate.AutomatedtoolsshouldbepushingthemostProducts
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frequentlyaccessedcontenttothetopoftheFAQlistwithusersbeingabletoselfserveviauserprofiling,knowledgebasesanduserbasedforums.ComputermakerLenovoexemplifiesbestpracticesintyingforumstocustomerservice.Asaresultoftheinformationcontainedinitsforums,Lenovosawa20percentreductioninlaptopsupportcallratesandshortenedproblemresolutioncycles.6.
Listentoyourcustomersacrossallchannels.Gathercustomerfeedbackaftereveryinteractionandaskopenendedquestionstosolicithonestopinions.Appendfeedbackformstoalluserviewableknowledgebasecontent.Empoweringuserstoalwaysratesolutions,whilstalsomonitoringsocialchannelcomments,iscriticaltooptimizingtheserviceexperience.Theseempowermenttipscanhelpfacilitateacustomerexperiencestrategytoovercomingtheongoingservicechallenge.However,theyarenotsilverbullets.Itisessentialtoconstantlymonitorfeedbackandconsistentlytrackkeyperformanceindicatorsregardingsatisfaction,loyalty,attritionandeaseofuse.Bestinclasscompaniesarecontinuallyrecraftingtheirofferingstostayonestepaheadoftheircustomerschangingneeds.MichaelAbramowisdirectorofIndustryStrategy&InsightatOracle.
