The future of customer service can be summarized in one phrase: omnichannel customer contact.
Allocate spend toward the right omnichannel technology
Too many customers are dissatisfied with organizations because they deliver inconsistent cross-channel service, according to the report. The reason for this inconsistency can be linked to the fact that customer service organizations, on average, allocate only 15 percent of their budgets toward investing and improving technology.
Although many companies still struggle with reducing costs and increasing efficiencies, it is vital that you deliver omni-channel service that is in line with your customers’ expectations, and that starts with investing in the right tools and technologies. For example, a cloud contact center solution can help ease omnichannel integration as it makes communicating over multiple channels less complex and more affordable, as you can add or drop new channels depending on how they perform with your target audience. At the same time, you’ll be lowering upfront capital and won’t have to deal with integration headaches.
Abide by the Four “P’s”
Pain-free, proactive, personalized and productive—the four P’s—omnichannel service is the key to success (“success” being defined as “increased customer satisfaction and lowered operational costs”). So ask yourself:
- How seamless and “pain free” is your omnichannel service, and how does your current technology help facilitate this?
- How personalized is service across every type of channel available to customers? Consider everything from the basics of scripting to simple new ways that your brand can take service to the next level (for example, providing two-day shipping on an item that never came through in the mail).
- How proactive are your service representatives? Ensure the most proactive customer service. You might consider notifying customers in real time of such newsworthy items as, for instance, a new software patch that is available before the software problem is detected by consumers.
- How productive are your contact center agents? Most companies fail to empower their agents with the right information or do not make this information available in a way that is easily accessible. Customer service agents must often use disconnected applications to resolve a single customer issue, which greatly impacts handle time.
Failing to provide great service comes at a price; your loss will be a competitor’s gain. Research from consulting firm Accenture shows that 51 percent of U.S. consumers switched service providers due to poor customer service, putting $1.3 trillion of revenue at play in the U.S. market due to this “switching economy.”
Interested in learning how Aspect can help support your company’s omnichannel service needs? Contact us today.