In today\u2019s business landscape, customers are more connected than ever. Technology has not only significantly changed consumers and business buyers\u2019 expectations, it has made it easier than ever for them to take their business elsewhere, faster than you may realize.Customers are no longer willing to call a 1-800 customer service number and wait for the \u201cnext representative\u201d to help them; they now expect to engage with companies across every channel of service and any device\u2014anytime, anywhere.<\/p>\n
A 2016 study<\/a> found that only 17 per cent of Canadian consumers posted negative comments online, below the global average of 28 per cent. The lesson is clear: dissatisfied customers aren\u2019t likely to let you know they\u2019re leaving, they\u2019ll just fade away and even take their business to a competitor if their needs are not met. Business leaders are now starting to see the customer experience as a key competitive differentiator, and believe that customer service is the primary vehicle for improving the experience.<\/p>\n While the impact of connected customer expectations are only beginning to unfold, customer service teams\u2014if they\u2019re agile enough\u2014are uniquely positioned to meet the demand for speed, personalization, and proactivity.<\/p>\n Here are some effective ways that service teams are shifting to accommodate this new normal.<\/p>\n The untapped potential of customer service<\/strong><\/p>\n There are no shortage of business functions that would claim to \u201clead\u201d the customer experience. In my view, however, none are as as well suited as the customer service team. They have a unique 360-degree view of the organization\u2019s impact on the customer. By the very nature of the role they are skilled diplomats, and are able to navigate between many internal departments to make improvements on behalf of customers.<\/p>\n In many ways, service is the voice of the customer\u2014so it\u2019s encouraging that forward-thinking service teams are aligning with sales to meet customer needs head-on.<\/p>\n According to the \u201cSecond Annual State of Service<\/a>\u201d report by Salesforce, which surveyed more than 2,600 customer service professionals worldwide, more than two-thirds (69 per cent) of Canadian service professionals say they proactively provide sales with intelligence on customer issues and needs. Additionally, three in four (68 per cent) believe they share common goals and metrics with marketing, and 70 per cent feel their organization\u2019s marketing and service teams are empowered to collaborate.<\/p>\n Shift to mobile support well underway<\/strong><\/p>\n Customer service teams are also moving beyond their \u201ctraditional\u201d mandate, and breaking ground into new areas\u2014building consistent cross-channel experiences and finding ways to strengthen customer relationships. In today\u2019s highly competitive marketplace, service must be social, mobile, and accessible anytime, on any channel.<\/p>\n For example, cloud-based customer relationship management solutions<\/a> can empower service teams to scale and combine with sales and marketing to deliver connected, faster, and smarter experience while providing a single view of the customer.<\/p>\n Connected customer expectations are also having a ripple effect on the number of channels that service agents are covering. Teams providing service via mobile apps grew in the past year, and well over half (58 per cent) of Canadian service professionals now provide mobile apps for service agents. Chatbot technology is also gaining traction, letting companies provide support on a 24\/7\/365 basis.<\/p>\n Reap the rewards of a performance-based culture<\/strong><\/p>\n \u201cEmpowering agents\u201d is a phrase that gets thrown around a lot in the customer service industry, but what does it really mean? In my opinion, it\u2019s much easier for companies to adopt a culture of empowerment if there\u2019s accountability and a data-driven set of processes that measure business results and outcomes aimed at delighting customers. And speed is the new currency in the digital service era.<\/p>\n An airline, for example, can arm its sales teams with information to help them proactively design the best possible packages for its commercial clients, to help \u201chumanize\u201d the company, build closer relationships with clients, and help give its sales teams the tools they need to succeed.<\/p>\n Taking a wider look at the results from the Salesforce \u201cSecond Annual State of Service\u201d report, my biggest takeaway is that top teams are giving agents world-class technology and continuous training\u2014both of which set them up to create a better customer experience. Globally, top service teams are 2.9 times more likely than underperformers to excel at promptly solving customer needs with the right information on the first touch.<\/p>\n It\u2019s clear that service teams need systems of engagement, reporting, and intelligence to create transparency, accountability, recognition, and continuous improvements.<\/p>\n Proactivity has never been more important<\/strong><\/p>\n Predictive intelligence is the foundation of proactive service\u2014and it\u2019s key to winning customer loyalty. Just over half of consumers (51 per cent)<\/a> globally expect that, by 2020, companies will anticipate their needs and make relevant suggestions before they initiate contact.<\/p>\n https:\/\/borndigital.com\/2016\/09\/16\/embracing-the-power-of-ai-in-the-age-of-the-customer<\/p>\n