Growth creates growing pains. And often, high-growth brands struggle to scale their contact centers while also managing an influx of shopper queries, such as returns or locating an item. Balancing these forces — scale and volume — often starts with reviewing your help center software and removing manual, time-consuming tasks, including sifting through queues, escalating issues and processing transactions.
What Is Help Center Software?
Simply put, help center software enables conversations between customer service professionals and shoppers, who submit support inquiries. The software fields, stores and organizes these queries and displays them to the agent. Within this interface, staff have access to a variety of customer communications and data, allowing them to make more informed decisions. Perhaps most importantly, help center software powered by AI and machine learning can automate agent work and process inquiries without agent intervention, freeing up agent time to tackle more complex requests.
As DTC markets grow — and with them, consumer expectations and inquiry volume — technology must keep up. Modern help center software eliminates low level tasks and deflects repetitive questions, empowering customer service professionals to be more focused and reducing per-contact costs. What makes great software? Read more below.
Why Focus on Help Center Software?
Few business facets are more important than customer service. Speaking about 2021 customer service trends, Allegra Ubbes, a senior advisory specialist at Gartner, summarized the market this way:
“Customer service and support leaders face increased pressure from leadership on the role of the service function in improving operational excellence and growing the business. Given this environment, it’s unsurprising that customer service and support leaders’ top 2020 priorities are rooted in customer experience (CX), managing talent and data.”
Adding to their analysis, Gartner surveyed service executives about their priorities. Topping their lists: digital channels and functions. “Customer service leaders feel a distinct pressure to meet customers’ expectations for digital service channels and keep pace with competitors’ service offerings,” analysts write. “As a result, service leaders spend a disproportionate amount of time adding or integrating channels.”
However, research finds this creates a “costlier, more complex network of channels to manage without improving the customer experience and insufficient reduction in live volume.” Put another way: not every help center software – and the channels they facilitate – can power the sleek shopping experience that buyers want. On the contrary, that software may damage customer relations and the company’s bottom line.
Make Friends With Customer Experience (CX)
Simply sidestepping help center software all together isn’t going to solve this issue. Indicators suggest brands can anticipate a sustained surge of digital customer queries. And the National Retail Federation (NRF) found there’s a good chance 2020-based forces have permanently altered the CX industry. As such, brands should take notice.
Training their sights on the November-December holiday season, NRF found retail sales rose to $789.4 billion, an 8.3% increase over 2019. Online and other sales outside of traditional brick-and-mortar stores grew 23.9% over the previous year as well.
Greater sales activity creates a cascade effect on business operations: starting with increased urgency placed on customer service professionals and their tools, such as help desk software. How great a spike in activity? Just under 70% of respondents said they fielded more customer queries in 2020 when compared to the previous holiday season.
And there’s a price tag attached to excellent CX. Researchers found an overwhelming 86% of buyers said they’d pay more for a product when that shopping experience comes with superior customer service. When there’s demand for — and more money to be made — with great customer service, avoiding help center software isn’t an option.
Help Center Software of Your Dreams
Alright, so those are the stakes. But what factors should a customer service professional weigh when evaluating different help center software? Look no further than software that leverages the latest technology to make agents more efficient and effective.
Holistic Customer View. See the whole picture. Often answers are found by combining information from different sources. Opt for a software that uses a holistic customer view, and displays every item of internal and external data into one actionable interface.
Powerful Automation. Give your agents more bandwidth to focus their energy on pressing tasks with AI and machine learning, which completes small, easy tasks that don’t require a human touch.
True Omnichannel. Endlessly toggling between engagement channels burns valuable time and energy, which could be spent delving into customer queries. Choose a help center software with omnichannel features that empower agents to switch between channels without ever leaving the conversation.
Sentiment Fluency. Customer service can be a huge source of data. Let AI do the hard work. Software with sentiment fluency interprets shoppers’ feelings and turns them into actionable insights.
Customization. It’s a bad idea to add tools that aren’t a good fit for your operation. Cumbersome solutions burn resources, and can ultimately harm a customer’s shopping experience. Choose a software that seamlessly integrates with your existing operation.
Help Center Software Solutions
Want to see these fives pillars in action? Check out Kustomer’s customer service CRM platform for managing high support volume. When there’s a surge of customer queries, not just any help center software will do. Delve deeper into this topic, and discover how artificial intelligence can reduce time spent on minor tasks and create a more enjoyable shopping experience for customers.
Have you and your teams struggled with the transition to remote customer service, and want more control on how you’re delivering a stellar experience to your customers? The Kustomer Platform bridges the gap between addressing accountability problems (are my agents really working?), giving you a seamless way to track important data points about your customer.
What is Remote Customer Service?
With an uptick in people working from home and being online more than ever before, consumers need and expect customer support 24/7. Your remote customer service agents should do everything an in-house CS rep can do: take calls, process high-level customer questions, and be attentive to your customer’s unique needs. The good news is, your brand can offer a completely remote customer service experience and you don’t need to rent costly office space to deliver an exceptional experience.
Here Are 4 Simple Ways To Deliver Stellar Remote Customer Service:
1. Easy Access
All you need is an internet browser and standard wifi, and you’re good to go!
2. Seamless Collaboration
Through easy integrations, you can loop in cross functional teams and use tools like Notes, @mentions, followers, and more.
3. Easy Oversight
Remotely manage your CX tool with confidence.
Quickly get a bird’s eye view of customer service agent availability & capacity.
Jump into active conversations and manage queue assignments easily.
4. Stay Efficient & Effective
Finally! You can leverage a true omnichannel CRM to create a detailed picture of every customer and help them stay engaged on any platform.
Easy automation of repetitive tasks.
Access all the data you need in just one place!
Want To See What Effortless Remote Customer Service Looks Like?
You can request a 15-minute live intro call with one of our representatives here, or you can see the Kustomer platform in action by getting a behind-the-scenes look here.
As the direct-to-customer market grows, many brands continue to adopt traditional approaches to customer service and stumble over the same obstacles again and again. How should customer service professionals rethink client care? And where should brands even begin this process? Let’s unpack some common customer service problems and solutions.
Below, we outline common obstacles, such as adapting to new customer preferences and gauging success, and cover modern solutions.
Customer Service Basics: What’s the Problem?
Despite popular wisdom, a majority of buyers do not want to speak to a support agent. That’s according to a survey by market research company Forrester. Analysts found most customers simply want accurate, relevant and complete answers to their queries. Why does this matter?
Returning to the study, more than 50% of U.S. adults said they’re likely to abandon their online purchase if they can’t find a quick answer to their question.
Speaking to only those one-in-two shoppers for whom speed is a factor, whether or not a brand closes a sale depends on how quickly customers can locate answers related to a product.
Delving deeper into this topic, 70% of adults said valuing their time is the most important thing a company can do to provide them with good online customer service.
Customers are increasingly using self-service and agent-assisted digital communication channels for customer service, which apply less friction to the shopping experience, Forrester researchers write.
Examples of these channels include:
Web or mobile self-service.
Online forums or communities.
Of course, now’s not the time to unplug and retire the landlines. What this report points to is a more nuanced, tech-forward approach to our customer service problems and solutions — an approach that is more vital now than ever.
How Did COVID-19 Shift Customer Service
COVID-19. Social distancing. Virtual connections. With an eye on the upcoming year, Forrester suggests customer service centers will adapt to a shifting market, one shaped by the pandemic. There’s a “need for a more empathetic service experience,” analysts write. Additionally, customer service will become a lifeline for an estimated 33 million consumers.
“With U.S. unemployment peaking in April ,” they write, “millions of individuals found themselves struggling to pay for food, bills, and other necessities.” They suggest responsible organizations provide high-quality, emotionally sensitive customer support in a form that meets customers’ needs.
Concurring with the above trend, Forrester predicts a sharp, 40% spike in virtual customer support cases, placing greater scrutiny on brands and greater urgency on their support agents to meet shoppers’ preferences: namely a demand for self-service and agent-assisted digital communication channels.
Finally, Forrester projects the creation of hybrid store/contact center roles. While brick-and-mortar stores have been hurt by the pandemic and subsequent social distancing guidelines, they haven’t been erased. Assuming a hybrid posture towards customer service problems and solutions creates the greatest opportunity for brands to meet shoppers’ needs.
Tackling Customer Service Problems and Solutions
As we covered in a previous blog post, customer service agents who aim to improve their care face a unique challenge. So often, the starting points for new solutions are major issues that may be intangible and tricky to define, such as:
Immediate need to deflect conversations.
Equally challenging is gauging the benefits of your customer service. Of course, a five-star review on a public forum is a clear sign. Generally speaking, these kinds of signals can be few and far between, creating gaps of time without concrete feedback to indicate how well a service center is performing. Where should you look to get a sense of how your service is affecting consumers?
First, look within. Everyone benefits from excellent customer service, not just shoppers. When buyers are happy, that can radiate to an entire organization, boosting morale and — potentially — translating to sales. And in that way, a company’s bottom line becomes a clear, tangible gauge of customer service efforts.
And second, check your workloads. Customer service takes time to perform, especially when done well. As such, professionals may find themselves overburdened when fielding a large volume of easy to answer conversations, and unable to attend to more serious cases. Often, giving agents the freedom to deflect avoidable queries is a matter of implementing tech solutions, such as self-service and agent-assisted digital communication channels.
Customer Service Solutions
Here are just a few options that are available to customer service professionals:
Providing shoppers with resources, such an easily accessible FAQ section.
Installing an AI chatbot.
Implementing a proactive outreach strategy, allowing agents to address customer concerns before they arise.
Learning how to tackle customer service problems and solutions doesn’t have to stop with this blog post. Trust Kustomer as a source of invaluable tactics for honing your custom service center strategy. Learn more.
There’s nothing quite as exciting as growing — and scaling — your business. Along with the excitement comes an all-important need to stay focused on scaling your customer service offerings to meet the needs and expectations of your ever-growing customer base. As your business grows, it’s essential to prioritize providing the best possible service that aligns with your organization’s core competencies, without breaking the bank.
Utilizing a CX CRM platform, such as Kustomer, allows you to focus on three key areas: communication, automation and documentation. By prioritizing these three tenets, you’ll be able to successfully scale your customer service offerings as your business continues to grow.
As with any organization that prioritizes the customer above all else, accurate and instant communication is essential to ensuring that you’re able to provide an exceptional customer experience. A true omnichannel CRM aggregates all channels into one single view, so customers are able to communicate seamlessly on their preferred platform, and agents have all the information they need to provide a personalized experience. With access to a knowledge base, agents have up-to-date information at their fingertips to ensure they’re providing accurate answers to customers’ concerns.
Automation can be leveraged in many ways in intelligent platforms like Kustomer. Businesses are able to tap into the power of queues and routing to automatically route specific conversations to the most appropriate agent. Utilizing business rules ensures proper actions are taken on conversations automatically, and when combined with documentation, CX organizations can ensure that all conversations are properly tagged and ready for a thorough review at a later time.
With AI, businesses now have the opportunity to provide more self-service opportunities. Think about chatbots. They are growing in popularity with both businesses and consumers, and can be used to collect initial information, and solve low level inquiries like business hours, policy questions and “where is my order” (WISMO) inquiries. While there is always fear of losing personalization when using AI and automation, with the right data, businesses can actually do the opposite. For instance, if a business leverages customer data properly, chatbots could ask personalized questions based on an individual’s purchase or browsing history. These interventions save time for both the customer and agent, and increase the time spent on the actual issue rather than information gathering and low-level support.
Documentation is performed in a few ways within CRM platforms like Kustomer. First, you are automatically documenting your correspondence with your customers. This allows you to see past engagements and find areas where your team can improve while you scale. A solid QA program of past conversations is imperative for any organization scaling their customer service organization. Second, this documentation allows you to search across your interactions to find trends. Are you answering the same question(s)? If so, you can uncover those insights through reporting functionality, and then you can update your knowledge base to get that answer into your customer’s hands quicker, or adopt chatbots to automate those conversations. Lastly, utilizing pre-built messages for common inquiries allows agents to engage with customers quickly, accurately, consistently and efficiently.
Scaling a customer service organization doesn’t need to be a scary task. Business growth means you are succeeding, but you must remain focused on delivering the customer service experience that your customers expect. Prioritizing communication, automation, and documentation will allow you to succeed in this endeavor.
Great customer experiences depend on great agent experiences. Giving agents the right tools and knowledge is critical to empowering agents and facilitating customer-centric, empathetic support. And as studies have shown, good customer experiences have a direct impact on topline revenue, driving retention, loyalty, and word-of-mouth marketing.
However, according to Forrester, agents on average spend 35% of their time searching for information, and another 15% performing repetitive, manual tasks. They struggle with a complex toolset that gets in the way, rather than supports them in their moment of need.
That’s why I’m excited to introduce Agent Suggestions, predictive intelligence that supercharges agents. Available with Kustomer IQ for Agents, Agent Suggestions leverages the power of AI to streamline the agent experience, surfacing the answers they need right at their fingertips. By reducing friction and minimizing the effort agents put forth to find the right information, Agent Suggestions frees up agents’ time to do their most important work: engaging with the customer and delivering a best-in-class customer experience.
What is Agent Suggestions?
Self-learning AI models that predict agent responses based on historical conversation data
Use historical data mixed with Natural Language Processing techniques and smart filtering to suggest the three most recommended shortcuts to be used.
Learn from your organization’s usage. Based on how shortcuts are being applied, recommendations will change over time, without any manual training needed.
Show only the shortcuts that each agent has access to. Don’t worry, agents will only see suggested shortcuts that they either publicly or privately have access to.
Allow agents to choose how the preview will look. If an agent wants to check all the details in a brand new modal, or just use the existing preview, it’s up to each individual. We made the new modal skippable, just in case it’s not the right fit for everyone.
Are easy to activate. With just one click, the admin will be able to enable this functionality for all agents.
Here’s how it works.
STEP ONE: An admin will enable the Agent Suggestions toggle.
STEP TWO: An agent opens a message. Note: the message must come from the email channel and be the first inbound interaction.
STEP THREE: The agent sees the suggestions. On hover, they’ll see the details of the shortcut.
STEP FOUR: The first time an agent clicks on any of the suggestions, they’ll see a brand new modal with all the details and actions included in the shortcut. This new modal is skippable, so if you don’t need to see a detailed view and choose to skip this step, all you have to do is check a box. The next time you see a suggestion, just hover it to see the shortcut information or click to apply it.
STEP FIVE: The agent clicks to apply the shortcut.
How will Agent Suggestions evolve?
Customer service teams are constantly trying to be as effective and productive as they can, and Agent Suggestions can help organizations achieve that mission. A good first step for this feature is shortcut suggestions, because shortcuts are already a great productivity tool that allows agents to do multiple actions with a simple click.
However, our plans go beyond shortcut suggestions. In the future we plan to expand the functionality with knowledge base article suggestions, similar/related conversations, or even custom actions such as returns, refunds or discounts that could be initiated from the suggestions view.
All these capabilities, tailored to each of the agents and leveraging our self-learning models and smart filtering techniques, will become an essential tool for agents, helping them be more efficient and effective.
In today’s economy, external pressures demand that customer experience departments service more customers and solve more problems than ever before. In fact, during the 2020 holiday season, 68% of CX organizations dealt with far more issues than they did the previous year, speaking to this overwhelming new normal for service professionals around the globe. CX teams often spend immense amounts of time sorting through tickets and routing them to the correct agent, or hunting for information in disparate systems. This can be both time consuming and brain-numbing work, and takes away time that would otherwise be spent building relationships with valuable customers. A CX organization must develop a productive environment, with a proper CRM system, to make agents more effective and efficient.
The first step to lowering your CX costs is to make your agents more effective. Effectiveness means your agents do a better job of servicing your customers, delivering on ever-growing consumer expectations. Providing your agents with a CRM system that intelligently routes issues to the right person ensures that problems are resolved based on the skillset of the agent. As the agent learns news skills, routing rules can be updated based on their capabilities. Productivity improves because those issues are resolved accurately.
It’s also essential to arm your team with the information they need to instantaneously service customers. This means aggregating all information about a customer’s history into one single view, so agents can treat customers like people and not tickets. Additionally, make sure your CRM can intelligently surface relevant information from a knowledge base, so all agents are delivering consistent and high-value service.
AI support technology can also suggest messages to send to customers based off of historical conversations and customer attributes, which can become more accurate and personalized over time in conjunction with a machine learning model. Sentiment analysis is another benefit of AI technology. By looking at the words and tone in a customers’ messages, the technology can identify how satisfied, or dissatisfied, a customer is, and escalate the issue accordingly.
The second step to lowering your CX costs is to make your agents more efficient. Efficiency means ensuring your agents have the tools in place to service more customers, in the same amount of time. Providing your agents with a CRM system that has all information in one place eliminates the need for multiple browsers and hunting for information in disparate systems. It can also provide an instantaneous view of all past conversations and the complete customer history. This means the agents have all of the information they need in one screen to resolve issues, leading to an increase in productivity.
Average Handle Time (AHT) is the average duration of the customer conversation, from the time the conversation is initiated to the time it concludes, including all hold times and transfers, as well as after-conversation work. Wall Street, investors and even corporate executives look at AHT as a productivity measurement, and organizations are often measured on handle time, against industry standards and competitors. The directive from above — more often than not — is to improve productivity, lower costs and improve the average handle time.
Imagine a CX organization with 50 agents paid at a fully burdened rate of $50,000 annually for a total payroll cost of $2,500,000. A simple twenty percent productivity improvement from more effective and efficient agents would add $500,000 in business impact OR ten additional agents! As agent handle times improve, so does the business’ bottom line.
Want to learn how Kustomer can help your business lower CX costs? Request a demo here.
Businesses Can Now Resolve the High-Frequency Needs of Digital Shoppers Faster and More Efficiently, Providing Personal, Empathetic & Helpful Chat-Based Support to More Customers
New York, NY – January 19, 2021 – Kustomer, the top-rated CRM platform for omnichannel customer experiences, today launched its next-generation Kustomer Chat platform. The intelligent, easy-to-deploy conversational messaging platform leverages AI and historical customer data to enable secure, personalized engagement from websites and mobile devices throughout their buyer journey. This reduces shopping cart abandonment, empowers customers to resolve their own issues and inspires customer loyalty with a smarter, more convenient and cost-effective support option that helps businesses stay on top of support volume triggered by the COVID-19 pandemic. It also helps businesses scale cost-effectively by replacing phone-based support that can cost over $8 per contact, with an AI-powered messaging experience at 1/10th the cost.
“Customer service has become a lifeline for consumers struggling to adapt in the post-COVID era. They need personal, informed support throughout their buying journey, and they need it on their own schedule. Unfortunately, the crushing volume and complexity of requests has left businesses struggling to keep up and searching for smarter, digital solutions to address customer demands,” said Brad Birnbaum, founder and CEO of Kustomer. “As one of the most popular and efficient support channels, chat is the answer, but it must be smarter, more personalized, and less frustrating than legacy chat experiences. That’s why we are so excited to introduce our newest version of the Kustomer Chat platform with AI chatbots powered by rich customer data to help businesses deliver highly-responsive, smart, and personalized support at a fraction of the cost of traditional channels. By allowing customers to easily resolve problems on their own and engage with CX at their convenience, Kustomer Chat provides businesses the tools to deliver on customers’ expectations and grow their business. Using AI-powered advanced triage and recommended agent actions, CX organizations can deliver faster answers to their customers’ needs.”
Brand New Kustomer Chat Platform Packed With Features
The new version of Kustomer Chat delivers benefits for both consumers and businesses by making chat-based support interactions smarter, faster, and frictionless. Businesses can now automate, deflect, or instantly resolve customer issues using chatbots powered by machine learning and customer data from the built-in CRM platform. Businesses can also improve agent productivity by using AI and the customer’s full history to eliminate guesswork, accelerate triage, and recommend or automate actions. The platform features an extensive set of capabilities, Kustomer Chat empowers businesses to deliver seamless support around the clock, dramatically improve the customer experience quality, and reduce the costs and complexity of their service operations.
Embedded Knowledge Base: Enable quick access to FAQs and deliver instant resolution with AI-Powered Knowledge Base that can be accessed from within the chat widget.
Persistent Conversation History: Keep conversations continuous even if the customer has momentarily left, with a persistent interaction history that allows anywhere, anytime engagement, without losing context or needing to repeat themselves.
CRM-Powered Chatbots: Powered by machine learning and CRM data, deploy powerful bots across the entire journey to automate routine agent interactions, deliver personalized experiences, and drive faster resolution.
In-App & Push Notifications: Reduce abandonment and churn, and eliminate frustrating waiting on hold by using in-app and push notifications to instantly notify customers when there is a response from an agent.
Multi-Brand Customization: Deliver customized experience across multiple brands. Manage unique settings to create brand-specific experiences including branding, styles, language, conversational assistant, automations, SLAs, reporting, and more.
Build Your Own Chat Widget: Create your own conversational interface and experience using turnkey tools and developer configurations.
Targeted CSAT Surveys: Collect meaningful, in-the-moment feedback by targeting CSAT surveys based on customer data.
Enhanced Performance and Reliability: Completely rewritten in industry-leading modern programming languages Swift and Kotlin, along with simplified implementation, and super-light SDKs, the new chat platform delivers top speed and reliability.
Support for the popular Dark Mode and Landscape mode.
Intelligent Agent Suggestions (Coming Soon): Using AI and entire ticket history, brands can eliminate overhead manual triage, accelerate response times, and recommend or automate actions for agents.
“Chat is the most cost-effective and fastest way to support and win over our customers,” said Becky Leader, VP of Customer Experience at Rent The Runway. “Kustomer’s chat platform is a critical part of our omnichannel support strategy. Agents can efficiently deliver seamless web and in-app chat support, quickly switch to another channel if needed, and follow up on any missed messages.”
New Research Shows Customers Want Chat-Based CX
Kustomer recently conducted a study of consumer chat preferences that can be downloaded for free at www.kustomer.com. The research showed consumers aged 18-24 rate customer service today as slower, more difficult, less personal, and less convenient than all other age groups, meaning that current customer service strategies are falling short when it comes to this generation. But their appetite for self-service via chat reveals an easy way to improve upon these negative feelings: 61% of consumers 24 and younger prefer self-service, compared with only 23% of those 65 and above.
Kustomer is the top-rated CRM platform for omnichannel customer experience, helping leading businesses create customers for life. With an advanced, AI-powered, omnichannel customer experience platform, Kustomer delivers a unified single view of the customer, automates manual tasks, and scales easily to deliver the efficient and effortless CX that businesses, agents and consumers love. Today, Kustomer is the core platform of top customer-centric brands like Ring, Glovo, Glossier, Sweetgreen. Headquartered in NYC, Kustomer was founded in 2015 by serial entrepreneurs Brad Birnbaum and Jeremy Suriel, has raised over $174M in venture funding, and is backed by leading VCs including: Coatue, Tiger Global Management, Battery Ventures, Redpoint Ventures, Cisco Investments, Canaan Partners, Boldstart Ventures and Social Leverage.
In this episode of the Customer Service Secrets Podcast, Gabe Larsen is joined by Steven Maskell, Vice President of Customer Experience at Zones, to discuss how to create a personalized, data-driven customer experience. Learn how Steven does so by listening to the podcast below.
Creating a Data-Driven Customer Experience
Steven Maskell has successfully led service teams for nearly 30 years. Throughout his time in the CX industry, he has figured out how to integrate data into providing the most excellent customer service possible. He says, “I see the people have a very high expectation and a short fuse. And so what that means is that they will give you the data or they accept that you’re going to take the data, but by golly, you had better make it worthwhile.” In discussing tips in which data can be attained, Steven mentions knowing your customer, who they are, what they’re doing, and how they interact with the brand have all proven to be greatly effective when building brand loyalty and curating to the customer persona.
Data can also be used as a helpful tool when advertising to the customer. Customer data shows shopping interests and purchases. Based on this, the company can decide how to advertise to the customer in the most effective way. Rather than advertising the product a customer has already purchased, a brand could advertise a warranty on that product, ideas for how to use that product, etc. Proactively using data to shape the customer experience can ultimately lead to brand loyalty.
Starting Small Makes a Big Impact
The next step to personalizing the customer experience after finding the data is figuring out an infrastructure to store that data and to organize it to be more useful. Steven knows that it can be overwhelming and difficult for companies to change their current methodologies to becoming more data driven. He mentions, “I wouldn’t say start an Excel spreadsheet, but start somewhere small where you can just get the literal basics structured. There’s great relational databases out there. There are some really good tools out there. As I mentioned, there’s off the shelf sort of relationship management products that are out there.” The easiest way to implement this change is to start small and to invest into the basic essentials of data storage and framework. Starting small to get the basics structured into a system is highly recommended by Steven to allow for more structural growth as new data is added. Once the company figures out what they really want to gain from each customer interaction, they will be better able to configure their databases to become more data driven for a more personalized experience.
Integration of AI into CX Operations
Artificial intelligence has become somewhat of a controversial topic in the CX realm. Becoming more normalized, AI can be found in a lot of customer service organizations as an implemented aspect of daily customer interaction. On this topic, Steven notes:
You’ve got to be very flexible in my opinion about how you react to the data and what you have and really what you’re trying to achieve. So… have very realistic expectations. Please don’t think you’re going to double the company’s revenue because you’ve done AI implementations or some nonsense like that. But please know that you can have a significant impact on it.
AI, while certainly helpful, is not without flaws. At its current state of development, AI is not a perfect system, nor is it a valid replacement for human intelligence. AI can be helpful in guiding customers to finding answers to their simple questions, similarly to questions answered on FAQ pages. However, nothing can replace the genuine human connection between a customer and a CX agent. It’s this connection that ultimately builds a sense of trust between the customer and the brand.
Steven urges CX leaders to take an honest look at themselves and to reevaluate how they amplify their brand and its products. He believes that in doing so, leaders will produce better CX outcomes.
To learn more about the secrets to personalizing the customer experience, check out the Customer Service Secrets podcast episode below, and be sure to subscribe for new episodes each Thursday.
You can also listen and subscribe to our podcast here:
Full Episode Transcript:
Using Data to Personalize the Customer Experience | Steven Maskell
Intro Voice: (00:04)
You’re listening to the Customer Service Secrets Podcast by Kustomer.
Gabe Larsen: (00:11)
Welcome everybody. We’re excited to get going today. We’re going to be talking about how you can take the customer experience, personalize it, all using data to do that. And got a special guest, Steven Maskell. He’s joining us as the Vice President Customer Experience from Zone. Steven, thanks for joining. How the heck are ya?
Steven Maskell: (00:32)
Absolutely wonderful to be here. Happy days to everyone so it’s a joy to be here.
Gabe Larsen: (00:37)
We just got Steven before he’s going on vacation so I appreciate him jumping on and doing it quick before he jumps on the week long vacation. Before we jump in Steven, can you tell us a little bit about yourself, maybe your background? Give us that quick overview.
Steven Maskell: (00:53)
Background is that I’ve been in the customer experience space for about 25 to 30 years and have spent a lot of time both on the research side, on the consulting side, and now on the implementation side. So I’ve spent my career both learning what customers want and then helping other organizations better understand how to deliver on that. Then actually being a consultant and helping organizations implement that. And now as the Vice President of Customer Experience, I am on the complete opposite end of the spectrum. Designing, building, implementing and measuring against KPIs.
Gabe Larsen: (01:27)
Yeah, such a fun background. I think it’ll be a fun talk track today. So let’s dive in, big picture as you think about this. Personalization is obviously an important word that people are using a lot more. Data is something that I think people want to use more. AI is a buzz word that people haven’t figured out. How do you start this journey? How do you start to think about using data to personalize? Because I think we all want it, but we don’t know how to do it.
Steven Maskell: (01:54)
Yeah. It’s a great place to actually start this conversation. Here’s the thing about personalization and about customer experiences as a data-driven methodology or practice, you have to, first of all, have the data. You have to know who that person is. You have to be capturing the data. You need to be in a place that they want to give you their data because there’s value in giving it to them, by giving it to you. So, where do you all start with it is what do you know about your customer? Are you able to actually see how they are interacting with you or is it anonymized? Are they sharing with you information that’s important that you can use? We can talk a lot about that in a little bit, but all of us are doing our level best to understand how to really drive a customer experience and make their lives a whole lot easier. And customers are doing their level best to say, “I don’t want you to know too much about me.” So it’s balancing that and making sure that they understand what they’re giving up and what they’re getting, but then you also have to have a robust set of data so that you don’t recommend the completely wrong product service, a path to someone just because you’re trying to put them in a persona that doesn’t make any sense.
Gabe Larsen: (03:05)
But this collision, right? Where do you typically stand? Do you feel like people are more open to give you more data nowadays, or you feel like you’re seeing kind of this tightening up where people are saying, “I don’t even care if you give me value, I don’t want to get the data to you?” What’s the trend you’re kind of seeing there?
Steven Maskell: (03:25)
I see the people have a very high expectation and a short fuse. And so what that means is that they will give you the data or they accept that you’re going to take the data, but by golly, you had better make it worthwhile.
Gabe Larsen: (03:42)
I love that.
Steven Maskell: (03:42)
If you go on a website, you do something and then you start seeing an advertisement for the item that you were looking for. Yeah, I kind of expect that. But then you show that to me six months later, no. I’ve moved on. You look really, really ridiculous. Or the next step on that will be, let’s say there’s a product that you purchased and really, stop advertising it. Start telling me what a warranty is or how to use it, or really taking it to the next step. You’re using my data, make it worthwhile. Inspire me. I bought something, now give me a recipe to make with this unusual ingredient that I might’ve purchased off of an obscure website. So people have a short fuse and then if you don’t do it right once, they can be bothered with you. You’ve lost credibility pretty quickly.
Gabe Larsen: (04:33)
Isn’t that true? I can’t argue that point. And maybe I’m acting the same way. I just, short view’s a good way to say it. It’s like people don’t, we just don’t tolerate. It’s that effort word? I just don’t deal with high effort anymore. You’ve got one chance and if it was hard, I’ll go to somewhere else. I don’t care if you’re a big brand name like Nike, I’ll go somewhere else to get my shoes. When you look at the different data sources and trying to create a customer experience that does matter, are there certain things you feel like they’re either the basics or they’re the must haves? It’s kind of like, look, if you’re going to start to take advantage of that one opportunity, that short fuse, it’s this or that type of data to really start to build that personalized experience.
Steven Maskell: (05:21)
Yeah. There’s a lot that goes into it and they fall into, I would start with two large buckets. Bucket number one is who is the person? And bucket number two is what are they doing? What’s the intersectionality of those two things? So is this person a procurement person? Are they a legal professional? Where do they sit within their profession? Where do they, who are they overall? We’re not talking about highly granular, but if you have a procurement person they’re looking for X. Generally, they’re looking to get the best deal and the best whatever. If they might be a lawyer, they might have something specific, a highly unique need that they want. So now you have an understanding of who they are a little bit about what their drivers are. The second would be then, what are they actually doing? How are they actually purchasing things? How are they actually interacting with your brand? Are they looking at your advertising? Are they responding to your blog posts? Are they actually making purchases? Are they open to conversations? What are their actual behaviors so that you can start building a good understanding of who they are? So you also want to keep testing your hypothesis. This person is A, and so this is what’s important. Their data suggests that that’s what they’re going down. That then would drive you as a deliverer of consumer or customer experience to follow that path. But the second you start seeing them doing something different, now’s the time that you have to pivot. You have to understand what’s going on. And so the two areas where I would say the best understanding is, is frame it around, who are they? And then what are they doing? And then how are they influencing each other?
Gabe Larsen: (07:01)
Yeah, I think those are great big buckets that you can kind of build around. I think as soon as you start talking about data though, the word technology kind of comes into play and you start to think about, “Okay, that makes sense.” Behavior, who they are. I don’t know how to store that stuff. I don’t know where to store it, or it’s stored in so many disparate systems that I don’t think I can bring it together to make a difference. I don’t necessarily want you to be, sell some technology with this question but, quick thoughts on building that infrastructure to actually do something with it or capture it from a technology standpoint? Because it seems like once you know what data to get then you’re going to say, “Well, how do I get it? Where do I store it?”
Steven Maskell: (07:48)
Let’s just take a deep breath on that one, because there’s so much that happens. There’s some great off the shelf products. There are bespoke products. There’s custom work that people do. The thing that is most intimidating is there’s just so much data. And it comes down to a point of taking a deep breath, in my opinion, and saying, “What do I really want to drive with this? There’s so much that I can and so many interactions.” Well, there’s these silly things like, how do you eat an elephant? One bite at a time. You boil it, you can’t boil there. So we all have these things. The exact same thing applies. You know, I wouldn’t say start an Excel spreadsheet, but start somewhere small where you can just get the literal basics structured. There’s great relational databases out there. There are some really good tools out there. As I mentioned, there’s off the shelf sort of relationship management products that are out there. But once you start actually figuring out what it is that you want to learn about, someone build that and feed it and keep it going. Then something will come along where you want to add a new entity or a new attribute, or something that’s a little bit different that’s associated about that person. Grow with them and only them, don’t try and build this behemoth of, “I want to know everything about everyone and everything.” You’re never going to succeed. Rather, just get the basics. Who are my top customers? Why are they my top customers? What do my top customers look like? What do my top customers buy? What do my top customers not buy? That’s enough. That really is enough because now you can start saying, “Okay, these seem to be my large product central services. Now I can look at my other customers that look like my top customers, maybe from two years ago, are these the same things that I should be sending to them? Should I be nurturing them in the exact same way?” Let me tell you something, that’s more than enough.
Gabe Larsen: (09:38)
Yeah. Yeah. I really appreciate the crawl, walk, run strategy. I’ve often referred to it as it does get overwhelming fast and narrow it down to some of those key points and to start to manually capture. I’ve always found if I can build it and get it in an Excel spreadsheet first, or you’d mentioned that, that’s just, I got it. I’ve kind of felt it. I’ve tasted it. I’ve touched it and may only be three data points then it’s like, “Okay, how do we automate this?” And then pretty soon I’m moving on to kind of phase two. I think that’s really important. So you kind of frame that, but I’m curious as people go down this journey, what are some of the other gotchas? We know it intuitively the data, we need it. Personalization, do it. We’re not, a lot of us aren’t doing it very successfully. Is there a couple of gotchas that, and maybe one of them is, it’s that crawl, walk, run, you don’t try to boil the ocean to start with the day. Anything else you’re seeing where people are kind of stumbling on this journey?
Steven Maskell: (10:36)
That’s like a two year podcast to have conversations around that. And I’ll just hold –
Gabe Larsen: (10:43)
Of course you’re going on a vacation tomorrow, so we don’t have to –
Steven Maskell: (10:47)
Yeah. Look, there’s so much that the people botch. I think some of the things are expectations and it’s having very realistic expectations. We hear a lot of mumbo-jumbo around machine learning and AI and all these sorts of things. And it took IBM a really long time to build Watson and Watson still screws up. And what I would say is this, don’t expect that it’s going to solve everything. Really what it’s going to do is it’s going to help you understand a little bit better, a little bit better. That’s what you’re trying to do each and every time. There’s also going to be some gotchas especially in a B2B sort of environment where the user or the person you’re trying to interact with is anonymized. And so you then have to switch your mindset around, “Okay. I was trying to do a one-on-one between me and you, Mary the buyer, or Jane the seller, but now it’s just a buyer. And how do I understand that?” That’s a bit of like, “Oh wow, I can’t succeed.” Actually, you really can. You’ve got to understand that someone’s making a purchase, and you have to switch your mindset. You’ve got to be very flexible in my opinion about how you react to the data and what you have and really what you’re trying to achieve. So the gotchas would be, have very realistic expectations. Please don’t think you’re going to double the company’s revenue because you’ve done AI implementations or some nonsense like that. But please know that you can have a significant impact on it. Two is also making sure that you have a lot of people on board with you on this data amalgamation and centralization and then pushing out of insights and, or next steps is fantastic. Yay. But really what it comes down to is you’ve got to have everybody understanding how to use that. How are you actual sellers? What is your salesforce using this information for? The wisdom for them, you’re going to make more money by knowing more about your customer, which means you have to get more so that I can help you and all that sort of thing, would be some of the other things to really consider in the entire equation. And it is an equation where one plus one plus one, there’s a lot that goes into the chain versus, “Okay, pull a lever and then suddenly something will happen,” but that’s human interaction. And my data also may suggest something, but then I’m having a bad day and I completely throw a fly net on them. So I would just keep the realistic expectations. Know that you’re not always going to get the data and that you also need to make sure that everyone’s, there are a lot of people are on board with the entire process of getting it. And please don’t think that AI is going to be the solution. Please don’t think that machine learning is going to be the solution. We’re a ways off on that. There’s some great stuff that’s being done, but it’s not perfect. And it’s never going to get rid of, never’s a strong word. It’s never going to get rid of people actually understanding someone else.
Gabe Larsen: (13:45)
Yeah. I mean, I’m guilty. I actually was one of those people who was like, “Oh, I’ll just deploy a chat bot and it’ll run itself.” And it didn’t require a full-time person to program and integrate. So I’m smiling you bring up kind of like the AI thing. So I’m guilty on that one. You’ve talked about it a lot. We hit a bunch of different topics on the data front. If you had to kind of simple it down and just mentioned starting on this journey, where or how would you recommend a CX or CX leader start?
Steven Maskell: (14:25)
When would I start? When would I recommend the CX leaders start? I would recommend that a steep CX leader needs to have a good, honest assessment of where they’re at. The function that I had the delight of being in is the result of that assessment. Where there was a goal, there was a big, hairy, audacious goal. And the bottom line is the infrastructure, the platform, the knowledge, it just wasn’t there. And that’s okay. And you know, so the first thing is the CX leader is what’s there, is there a CRM solution in place? Is there a, is there some way that it’s being fed? Is there a mechanism to better understand, are we engaging with customers? Do we have a way of solutioning and being standardized and how we try and solve for things? It’s looking at your landscape and wondering like, “Okay, what do I know about my customers?” And if it’s sitting on the backs of napkins at the end of the long night of drinking, then it’s not going to do a whole lot of good. But if it’s codified and solidified, and if I use the right nomenclature and no matter how many times I say a certain word, everyone understands exactly what that word means, now that we’re heading in the right direction. And so those would be the things that that would happen. I would also argue that you have to understand that a business, the CX leader is in a place to amplify what a business is doing well. So businesses are the results of delivering of services, goods, and products and they do that really well. So please don’t think that customer experience is going to change your product. You have to remember what your product is and you’re there to amplify it. So, I’m not going to change how airlines fly. I am going to make the whole process of engaging with, in this case an airline, as delightful as possible. I’m going to leave the wings and all that to them. And so that would be the other thing as a CX leader is I am responsible for amplifying what my business does and understanding you also have to be able to really, this is one of the hard things, you got to be able to suck it up when someone says you suck. And understand that they’re right.
Gabe Larsen: (16:37)
Yeah, yeah, yeah, yeah. Sometimes those are hard words to swallow. Sometimes those are hard words to swallow, but well said. Well Steven, appreciate you taking the time. I know you got fun stuff coming up ahead over the next couple of days. If someone wants to get in touch with you or continue the dialogue, what’s the best way to do that?
Steven Maskell: (16:56)
Find me on LinkedIn. Steven Maskell. Happy to have a conversation.
Gabe Larsen: (17:01)
Awesome. Awesome. Well again, Steven, really appreciate the time. Fun talk track on thinking through how to use data to personalize that customer experience. So thank you again and for the audience, have a fantastic day.
Exit Voice: (17:18)
Thank you for listening. Make sure you subscribe to hear more Customer Service Secrets.
The pandemic essentially caused a meteor storm of change, crisis, chaos, and challenges that created unprecedented customer service issues. Consumers sought out new, more convenient ways to connect with brands. Brands were forced to keep up to maintain trust, earn a reputation for excellence, and serve customers in the ways they now expect.
At Kustomer, we strive to help brands effortlessly keep up with quickly shifting trends, and work to deliver products and features that have helped them orchestrate an intimate, effortless connection with customers.
We launched more than 80 products and features in 2020 — here are some highlights of what we’ve launched this year, followed by an introduction to our product team that made this possible.
New Channels To Meet Customers Where They Are
Instagram Support: With the rapid growth in social commerce, we launched support for Instagram Messaging that allowed you to respond to @replies, Direct Messages, Stories and Comments directly from the Kustomer platform.
Turnkey Integrations for Voice Apps: With voice still being the top channel for support, we launched turnkey integrations with various voice contact centers such as Aircall and UJET, to help you deliver hyper-personalized support for those users.
Spam Filters: To keep spammers at bay and your teams productive, we released spam filters to block emails from certain addresses or domains.
We welcome your ideas for new features, so we can make the Kustomer platform even more useful to you. By popular request, we’ve released Dark Mode for Kustomer to help reduce eye strain and screen fatigue. To submit your idea, head to Feature Requests in Settings.
Top Stories of 2020
Kustomer to Join Facebook: Kustomer has signed an agreement to join Facebook, pending regulatory review. Both Kustomer and Facebook are committed to helping brands extend the value of the Kustomer platform as part of their omnichannel customer service strategy. Learn More
Kustomer Acquired Automation Technology Company Reply.ai: We believe artificial intelligence is essential to helping today’s enterprises scale customer service and efficiently deliver exceptional results. We rolled out Kustomer IQ to meet the growing need for companies to have access to the power of AI, and continued our investment by acquiring Reply.ai to bring self-service tools and intelligence capabilities to our clients. Learn More
Kustomer Joined the Shopify Plus Certified App Program: The only enterprise customer service CRM platform in the program, Kustomer seamlessly integrates with Shopify in one click, empowering e-commerce businesses to efficiently resolve conversations across all digital channels in a single platform. Learn More
I would say that 2020 has been unprecedented, but let’s face it — we all want to permanently retire that word. From both a personal and professional perspective, it is undeniable that the past year has brought immense challenges, and you wouldn’t be alone to wish it was all just a fever dream.
While we are literally counting down the seconds until the clock strikes midnight on January 1st, 2021, it goes without saying that there are some permanent lessons that can be learned from the hurdles we faced in 2020. It was a year of success for Kustomer, with immense product developments, award wins and acquisitions, but customer service was also more important than ever before.
Without further ado, here is Kustomer’s look back at 2020.
Lessons From a Challenging Year
Many organizations are struggling to understand when they’ll go back to “business as usual”. And the fact of the matter is, they likely never will. The new way of working that 2020 forced upon CX teams will have lingering effects, and consumers are now used to doing business in a whole new way.
Changing Consumer Attitudes Means More Digital Commerce
While it is inevitable that commerce will partially shift back to brick and mortar once things go back to “normal”, there is now a massive new pool of consumers that are comfortable shopping online, and you can expect this increased volume of e-commerce and digital inquiries to continue. Consumers that perhaps would walk into a store to ask a question, or call a customer service number for assistance, now may find it more convenient to click on a chat widget while they browse your site online, or reach out to you on social after seeing your ads.
In fact, according to recent consumer research conducted by Kustomer, live chat continues to grow in popularity with consumers, now ranking as the second most popular channel to get customer service problems solved. Consumers are also more open to self-service options, with 53% of consumers preferring to self-serve versus speaking with a company representative. The same percentage of consumers also think that chatbots improve the customer experience, with that cohort growing to 62% among consumers aged 18-24. It’s therefore important to consider new, digital-first service options for 2021 and beyond.
Speed and Efficiency Beat All
Many CX teams were forced to do more with less during the global pandemic. An unfortunate result of forced closures meant that the economy shot into a depression, and organizations needed to be scrappier than ever. Kustomer research revealed that 63% of CX organizations needed to cut costs during the global pandemic, and 46% reported a need to reduce staff. At the same time, the volume of customer inquiries was rising (by 17% on average), and 57% reported needing to deal with more complex problems than usual. Sixty-four percent of respondents reported an urgency for more efficiency, and 59% reported the need to adopt more automation to achieve efficiency.
While it is true that some organizations have seen digital inquiries somewhat normalize after a spike earlier in the year, the pandemic has revealed significant gaps in CX strategies. What seemed like a nonurgent need—adopting new technology to increase efficiency—is now staring CX organizations directly in the face and preventing them from being successful. Whether it’s a similar unthinkable event that shakes the economy to its core, or simply a busy holiday shopping season overwhelming agents, organizations must be prepared to scale efficiently, at lightning speed.
Customers Are People Too
As AI and automation take on more of the busy work in the CX space, and more consumers shift to online vs. in-store shopping, customer service agents will take on a much more important — and challenging — role. They will become the face of the company, reflecting it’s values and building lifelong relationships. Think of all of the DTC disruptor brands with cult-like followings— yes they have chic branding, but they’ve also built a community of advocates based on how they treat (and value) their customer base. We could all take a page out of their book.
To personalize a customer’s experience, you have to know the customer—and that requires data. A platform that brings all the data about a customer into one place helps customer service agents understand the context of a customer’s conversations and enables them to deliver more efficient, proactive and relevant service. There’s no need to waste the customer’s or agent’s time by asking for repeat information. Instead, that information is available at the click of a button, allowing the agent to personalize the customer’s experience by giving fine-tuned advice, addressing problems proactively, and suggesting other products or services the customer might enjoy. The result? An efficient but personal interaction that builds a lifelong customer relationship.
Kustomer’s 2020 in Review
This wasn’t just an important year for the customer service space, it was also a momentous year for Kustomer as an organization.
January – Kustomer kicked off the year at NRF, where we not only rubbed (pre-COVID) elbows with CX retail experts, but also learned about the importance of delivering an exceptional experience to create customers for life.
February – Kustomer launched our first ever podcast — Customer Service Secrets — to help leaders transform their customer service, with practical information from thought leaders and practitioners who share their secrets to delivering exceptional customer service.
March – COVID-19 transformed business as we know it in March 2020, and as a result Kustomer began offering our Unlimited Package to customers for free, to enable seamless cross-functional communication and dynamic team oversight in a remote environment.
April – In April Kustomer officially launched Kustomer IQ, the artificial intelligence engine embedded across the Kustomer CRM platform. Kustomer IQ leverages advanced artificial intelligence to help agents more efficiently analyze and take action on customer requests, which was even more impactful during a time when agents were being asked to do more with less.
May – Kustomer kept the momentum going in May by acquiring Reply.ai — a top-rated customer service automation company — and began offering enhanced chatbot and deflection capabilities in the Kustomer platform.
June – For the first time, Kustomer was recognized in the Gartner Magic Quadrant for the CRM Customer Engagement Center. We believe this recognition underscores Kustomer’s important role in the space, where we are paving the way for the next generation of customer service CRM, driving intelligent and scalable experiences.
July – In July, Kustomer kicked off a new and exciting partnership, after being selected as the only enterprise customer service CRM platform in the Shopify Plus Certified App Program. Our enhanced integration with Shopify Plus helps brands and customer service agents optimize and personalize their experience, all within the Kustomer platform.
August – Kustomer was honored to be named the fastest growing SaaS company by SaaS magazine. Driven by the move to digital-only experiences, changing consumer behavior, and demand for omnichannel service, businesses in many industries turned to Kustomer in record numbers in 2020.
September – Kustomer released powerful new consumer research in September, breaking down what modern consumers expect from the customer experience. The research revealed that consumers rank customer service as the second most important attribute they consider when shopping, right below price, speaking to the importance of delivering on consumer expectations.
October – While we couldn’t get together in person, that didn’t stop Kustomer from hosting our premiere event of the year — Kustomer NOW. Attendees were able to gather insights from the brightest minds in the CX space, like Drybar founder Alli Webb who spoke about how her business was built from the ground up with the customer experience in mind.
November – In November we took the next step in the “Kustomer Journey” and announced that we signed an agreement to be acquired by Facebook subject to customary regulatory review. Once the acquisition closes, we will be able to help more people benefit from customer service that is faster, richer and available whenever and however customers need it.
December – Close on the heels of the announcement, Kustomer hosted Social Commerce Live, an action-packed, free digital event showcasing the power of social channels to build lifelong relationships with your customers. You can still watch on demand and gather insights from brands like Glossier and Bravo.
Kustomer Top Content
In case you missed it, check out some of Kustomer’s top content from the past year, where we explore break down the current state of affairs in CX:
In 2020, the whole world went digital at a rapid pace. While it is inevitable that commerce and customer service will partially shift back to brick and mortar once things go back to “normal”, there is now a massive new pool of consumers that are comfortable shopping online, and you can expect this increased volume of e-commerce and digital inquiries to continue. Many organizations are tapping into the power of technology to deliver on this digital shift, and scale without sacrificing their quality of support.
Artificial intelligence still sparks some suspicion or nervousness that robots will take all of our jobs. But instead, AI in customer service can truly enable businesses to be more efficient and productive by eliminating menial work. International delivery company Glovo knows this first hand. After implementing Kustomer IQ, the artificial intelligence tools embedded throughout the Kustomer platform, Glovo was able to instantly solve 84% of their inquiries through pure self-service and chatbots, versus contacting an agent.
Beyond AI-driven efficiency tools, leveraging a true customer service CRM, where all information is unified and actionable, is the only way to deliver a modern experience. Legacy CRMs were built to manage cases, not customers. Many digital disruptors, who put the customer at the center of their business models, realized this early on and put a CX CRM in place to deliver a seamless, customer-first experience. Says Lauren Panken, Senior Systems Manager at UNTUCKit, “For us, the CRM is the place that we get a full view of our customer in regards to customer service. It’s honestly just been such a great addition to the way that our team functions… and has improved the way that we’ve been serving our customers.”
More “old school” organizations are also quickly realizing that in order to service their customers effectively, they need to move into the twenty-first century, with modern technology. Ernest Chrappah, Director of the DC Department of Consumer & Regulatory Affairs, chose to work with Kustomer to ensure they were putting their best foot forward. “It was simply about finding a way to respond to our customers by elevating the services that we provide to meet the needs of customers in the digital age,” said Chrappah.
Before switching to Kustomer, Ritual was using a system that didn’t allow them to scale. Instead of logging into half a dozen different systems in order to solve a single ticket, Ritual found a modern CRM that would allow them to be both efficient and effective. “Having everything under one roof was really the driving factor,” said Andrew Rickards, Director of Customer Experience at Ritual.
A modern CRM like Kustomer can not only allow businesses to scale by unifying all data and making it actionable in a single screen, but it can also surface data points that can make your business better. By understanding data-driven trends, shortcomings, issues and wins, and putting technology solutions in place to better your operations, a true customer service CRM can transform a business from a cost center into a profit center, says Amy Coleman, Director of CX at Lulus.com:
Want to learn more about how switching to Kustomer can power both efficient and exceptional experiences? Explore how we stack up to Zendesk here.
One of the biggest shifts over the past few years? A digital-first mindset. While phone support isn’t going anywhere, when you force consumers to switch platforms in order to get their questions answered, you give them a reason to abandon their purchase or generate negative feelings. The less effort, the better — and with the digital-first consumer, chat is often better.
In an effort to understand how brands are currently using live chat for business, why some have not yet done so, and whether there is a disconnect between customer needs and brand expectations, Kustomer went out and surveyed over 100 CX professionals and compared these findings with our recent consumer research.
What is Live Chat for Business?
Live chat is a customer service widget that allows your questions to be answered effortlessly within the web browser. Live chat allows customers to effortlessly communicate with customer service representatives in real time, without having to leave the platform they are already doing business on. The live chat allows customers to communicate with customer service at stores or brands in real time without having to talk with a customer service representative.
Why Consumers Love Chat
Think about the online shopping experience. You find the perfect Christmas present for your son, but have a question about whether batteries are included. So, instead of picking up the phone or searching for an e-mail address to contact the business, there is a chat window right there on the page that can allow your questions to be answered effortlessly. While switching channels may not sound like a deal breaker, the data says otherwise.
According to recent consumer research conducted by Kustomer, 79% of consumers get frustrated when they can’t contact customer service on their preferred medium or platform, and 81% of consumers would abandon a purchase due to a poor service experience.
Chat, as well as social media messaging, allows you to instantly meet your customers where they are, whether that is browsing online for products, checking their shipping status, or perusing your social channels. Research from Matt Dixon revealed that only 9% of customers who have low effort experiences display any kind of disloyal attitude or behavior, compared to 96% of those customers with high effort, difficult experiences. And chat does a great job of delivering this effortless quality customer service experience.
The Business Disconnect
Curiously, businesses are not aligned with these consumer preferences and wants. Only 25% of surveyed customer service organizations are currently using chat, and 18% report they currently use chatbots. When taking into consideration the effortless, fast service that modern customers demand, the vast majority of businesses are missing a huge opportunity and leaving themselves open to competitors.
The top two reasons that companies have not yet adopted chat software, speak to a lack of time, resources or strategy internally: the organization does not know where to start, or they have staffing constraints when it comes to managing more channels. However, the third most popular reason speaks to the massive disconnect between CX organizations and consumers: businesses report that they don’t think their customers want or like it. However, according to Kustomer’s recent consumer research, customers rank live chat as the second most popular channel or tactic for contacting customer service, right below phone.
Top Reasons CX Organizations Haven’t Adopted Chat
Don’t know where to start
Customers don’t want / like it
Lack of customizable solutions
Lack of executive buy-in
Additionally, many organizations report that they are prevented from adopting chat because of the lack of customizable solutions. Seventy-five percent of CX teams say that matching the chat experience to the overall brand experience is important, so slapping any old chat widget on your site just won’t do. Make sure that your customer service CRM can allow your business to build or integrate chat widgets seamlessly, ensuring that all customer data and history is integrated within the chat experience, while maintaining brand guidelines.
When it comes to chatbots, the reasons for lack of adoption differ slightly from live chat:
Top Reasons CX Organizations Haven’t Adopted Chatbots
Not sure of the benefits
Lack of resources to manage chatbots
Customers don’t want / like it
Tried, isn’t effective
Lack of executive buy-in
As chatbots are quite new, and often involve buying a pricey solution or building one with an internal team, the top reasons for lack of adoption make sense. But 61% of the younger generation prefer self-service over talking to a company representative, meaning that the benefits are clear: your customers now expect chatbots as an option.
Additionally, chatbots free up agent time for more complex and proactive support. They can be used to collect initial information, provide responses to simple questions, and even complete standard tasks like initiating a return or answering an order status question. While there is always fear of losing personalization when using AI and automation, with the right platform, businesses can actually do the opposite. For instance, if a business leverages customer data properly, chatbots could ask personalized questions based on an individual’s purchase or browsing history. These interventions save time for both the customer and agent, and increase the time spent on the actual issue rather than information gathering and low-level support.
Look for a platform that leverages chatbots and AI-enabled deflection to act as a first line of defense, optimizing a customer’s ability to self-serve so agents can focus on the most important cases and deliver the highest impact.
Want the complete findings from our research on chat? Download the report here.
So, you think you’re ready to invest in conversational automation, but you want to avoid the hype and nonsense? Great, then we are here to help! Keep these seven points top-of-mind as you build out your chatbot program, and you’re sure to see value in no time.
1. Understand Your Metrics
“Containment rate” (the percentage of total conversations fully handled by the bot), or its alternative name, “deflection rate”, is a key metric to track when trying to figure out how well your bot is performing. Customer satisfaction is also important. Keep in mind how the introduction of a digital assistant could alter existing performance indicators. For example, will average handle time increase now that agents are only handling more complex inquiries? Ultimately, a well-defined bot program will be able to communicate increased agent efficiency and customer satisfaction, which equals a reduction in the cost of care.
2. Start With Hello
Your first bot does not need to be elaborate. In fact, we recommend against it. When you are first getting started, pick one or two simple, but useful, use cases to automate. Then, you can learn and iterate as you discover how your customers prefer to interact with a chatbot. No one gets it totally right out of the gate, so avoid wasting time by trying to build something “perfect”.
3. Leverage the Agent
We have seen countless chatbot programs fail to engage the existing front-line customer service team when designing an automated conversational experience. It’s great to learn from data and prevailing user experience research, but your agents are the ones who know how your customers are interacting with the bot. Treat the bot like another agent: when you need performance feedback, use its peers.
4. Templates, Rules, and Machine Learning
Not all chatbots are “conversational AI”, because not all use cases require machine learning. Very effective bots can leverage rules and simple conditional logic, it all depends on the use case. Similarly, natural language processing is great when you have a bot with many different skills and a large corpus of knowledge — why make your customers trudge through structured flows when all they should do is ask the question directly? In both cases, we recommend leveraging buttons, quick replies, and other conversational templates that help the user move through the conversation quickly and efficiently.
5. Know When to Handover
A chatbot is not a replacement for a human agent. Often you need to give the user a way to bail out of tough conversations and difficult questions, and that’s alright. Chatbots are excellent at fully resolving low level queries. However, just because an issue is complicated does not mean a chatbot cannot be helpful. Consider how you can use the bot for information gathering and light triage before routing to the right agent. In these cases, the chatbot helps reduce handle time and expedites the customer’s support request.
6. Automation Happens Elsewhere, Too
Chatbots get a lot of attention when it comes to automation. Often it’s the mental model in our heads for intelligent customer service. Consider other ways you can streamline the customer support experience with a bot, and leverage additional intelligent services: automatic tagging, routing, and prioritization for the agent, just to name a few.
7. Be Customer-Centric
At the end of the day, the success of your chatbot comes down to how well it fits into the support journey and cadence strategy you have outlined for your customers. Consider different segments of customers that might prefer automation to that “direct human” connection. Perhaps automation can be more helpful at the end of an interaction than at the beginning. Take a good look at your customers, and we’ll help you find out the right size that fits.
Want to learn how to get started with intelligent chatbots? Find out more here.
Since the dawn of the computer age, engineers and designers have had to consider how humans can, and should, interact with new technology. They designed and implemented interfaces that altered our mental models for exchanging information and we had to learn novel symbols, workflows and behaviors in order to interact with these new platforms. Basically, we conformed to the computer, not the other way around. Yet over the last few years, a new service has emerged that represents a departure from this norm: the chatbot, a digital experience that replicates and automates the medium of human conversation.
What Are Chatbots?
If you’ve interacted with an online chat popup, there is a high probability you messaged with a chatbot first, and conversed with a human second. Conversational chatbots are not as complex as you might think. These digital customer service assistants can tap into customer data and knowledge bases stored in their database to help answer common user questions based on the user’s needs or inquiries.
For example, if a customer wants to know what the store operating hours are, they can reap some of the customer service chatbot benefits by getting an automated response with your store’s intelligent chatbot and human customer service agents are now free to focus on more high-level or specific inquiries, conducted through live chat, that might be a bit too complex or nuanced for the chatbot to answer.
The Three Customer Service Chatbot Benefits You Need to Know
Text-based support and conversations are the new interface, but it can get repetitive and it’s difficult to scale a one-to-one communication operation. This is where conversational chatbots come into the picture. Smart businesses use automation to help support more customers who prefer digital communication.
As automated interactions, conversational AI chatbots can essentially exist wherever human-to-human dialogue is used to change information and accomplish an assignment. The best way to experience the benefits of this kind of automation is to focus on the conversations that you are already having with your customers. Here is where you’ll see an immediate impact:
Faster Response Times: Chat and messaging work best when someone can immediately respond, not when customers are waiting in a queue because agents are tied up. With a chatbot, each message is seen and responded to, and your most common questions are quickly addressed. Further, by allowing chatbots to handle initial information gathering, agents are able to join and resolve conversations faster if escalation is needed.
Better Agent Utilization: No one wants to answer the same question over and over again. Chatbots remove basic, low-level questions from the workload. By reducing the number of messages your agents receive, you will increase the efficiency of your support operations and be able to focus on the more complicated questions and tasks.
Data on What Customers Need: Chatbots automatically collect and analyze your customers’ questions and issues. Instead of manually reviewing conversations or asking agents for anecdotal insights, you can review organized and aggregated intent data.
Implementing a Chatbot for Superior Customer Service
Five to Ten One-Touch FAQ Answers: Focus on supporting your most common questions that can be addressed with one response. You can direct customers to an FAQ article, or deliver a conversational answer directly.
One Common Workflow: Similar to the above, there are certainly interactions that require authentication or simple lookups from another data source; these aren’t hard to tackle, just usually require manual attention. Verify, authenticate, and pull in data to automate simple workflows. If you’re an e-commerce business, “Where is My Order” or “Return Status” are great, universal examples.
Easy Agent Takeover with Routing: Once a chatbot cannot answer a question or resolve an issue, make the handover process to human support quick and painless. Better yet, ask a few questions just prior to the handover to give agents context for the conversation and route to specialized teams.
Natural Language Processing: Natural language processing and machine learning — the “AI” of conversational AI — make it possible for your bot to understand and respond to customer intent, not specific keywords. This allows the bot to keep up with the way each customer thinks, communicates, and switches topics, ultimately leading to higher understanding and better resolution rates across all conversations.
Want to learn more about how chatbots can transform your customer experience? Check out how Kustomer powers intelligent self-service here.
If the events of this year taught those of us in the customer experience world anything, it’s that we can never stop innovating to be more customer-centric. We can’t hope that we will “get by” just a little longer with legacy CRMs and support tickets. We must embrace change and adapt quickly to meet today’s consumer expectations for a smart, omnichannel experience powered by a modern CRM—the key to scaling CX, meeting explosive growth, and adapting to change.
Some argue that 2020 has signaled the decline of ticket-based support systems. Why has the pandemic emerged as the straw that finally broke the legacy CRM camel’s back? The data tells the tale. Recent analysis of e-commerce trends shows a staggering 10 years of growth in just 3 months at the beginning of 2020. And that was just the early stages of lockdown. As chaos and uncertainty took hold, CX teams were inundated with customer calls and support tickets as they struggled to keep up with questions, changing plans, requests for assistance, and the demands of going direct-to-consumer.
But that’s only where the challenges begin. 2020 also forced organizations to accelerate digital transformation by 6 years to adapt to the “new normal” of stay at home orders, remote workforces, supply chain disruptions, shipping delays, and the economic slowdown. Along with this digital transformation, many CX leaders are realizing they need to follow the lead of the direct-to-consumer disruptor brands that are differentiating themselves, and thriving, by delivering a modern consumer experience.
The DTC Disruptor’s Secret Weapon: Intelligent CX Focused on the Whole Customer
As the pandemic took hold, most direct-to-consumer innovators were many steps ahead and better prepared to deal with the curveballs 2020 delivered. These businesses started with the right culture, philosophy, and customer-centric CRM platform. They built their business to connect with customers at scale. A great example of this is The Farmer’s Dog, a company dedicated to delivering safe and healthy pet food, who totally nailed the customer-first approach. Their customer service agents connect on an emotional level with their buyers using whatever channel the buyer selects to educate and foster authentic relationships. This takes a level of insight tickets can’t provide.
UNTUCKit is another great example of a customer-centric brand. They ensure their stellar shopping experience is supported across every customer touchpoint, especially support. Team members have a virtually seamless process for seeing customer history, gathering the right data points, and resolving customer inquiries.
What Makes a Modern CRM?
If tickets aren’t the ticket, what is the secret to direct-to-consumer success today?
Visibility to Care for the Whole Customer
Now more than ever, customers feel they’ve lost control and trust. Zappos and Amazon have set the bar high with proactive, rapid, data-driven customer experiences. Modern CRMs can help brands rebuild that trust through data-driven conversations informed by a view of the whole customer. Agents must have complete visibility across systems to understand the consumer and their entire situation. But with a plethora of data, and a growing number of channels to monitor, we need AI to unlock these insights. Efficiency is the name of the game in customer service, and AI is a true force multiplier, enabling customer service teams to work more efficiently and focus on the customers who need the most help. Contact centers using ticket-based systems, while relying on siloed customer data, simply cannot deliver the type of experience customers demand today.
Omnichannel Customer Experience
Omnichannel support means a customer can connect with your business anywhere, anytime, and with any method—or even with multiple methods or channels. If a customer wants to reach out via email and then switch to chat, so be it! It’s the experience a new generation of consumers expect. This requires companies to break down silos and integrate their data for a picture of the whole customer across channels. Consumers must be able to switch channels mid-conversation and leverage the best channel for each conversation’s purpose. Our research shows that nearly 90% of customers are frustrated when they can’t contact a company on the channel they prefer. That shouldn’t be a surprise—we all know customers want what they want.
Omnipresent, Guided Self-Service
Just as customers expect more tailored and personal communications, they also demand self-service options for immediate resolution. As our new AI e-book explains, AI is being rapidly adopted in contact centers to act as the first line of defense, amplify performance, and create strong efficiencies. The volume, velocity, and variety of customer data today overwhelm organizations without the technology, processes, and operational capabilities to integrate siloed data and personalize communications. AI is transforming customer experiences, and for good reasons.
Happy Agents, Happy Customers
Research shows companies with excellent CX have employees that are 1.5X more engaged than employees at companies with less satisfactory CX; additionally, companies with highly engaged employees outperform their competitors by 147%. AI is also vastly improving agent productivity and reducing churn for contact center leaders. AI can have a dramatic impact on the customer experience and satisfaction, which in turn makes the employee experience far more interesting and exciting.
AI makes jobs more meaningful and less frustrating by deflecting much of the grunt work and alleviating manual and repetitive tasks agents hate. Agents don’t need to waste time transferring and redirecting customers. Rather, conversations can be automatically classified and routed to the appropriate agent for a speedy and personalized resolution. Not only will this reduce wait and handle times, but it will also maximize team capacity by directing real-time conversation traffic to the right person at the right time.
Realizing the Intelligent Customer Experience
You need a modern CRM to help you execute your digitally advanced, customer-first approach. Leading contact centers have indicated that integrated platforms and data analytics are important in gathering insights into the customer journey. Enter the Intelligent Customer Experience, a culmination of all of the improvements we just discussed.
Intelligent CX means leveraging a modern customer-centric approach and advanced AI to create a smarter, faster, and more enjoyable customer experience. It’s about delivering results fast using the power of AI and data from all channels, whether that be via a call, chat, email, tweet, or all of the above. Your customer service agents will feel more informed since you’ll be empowering them to provide real value, not just closing a ticket or processing a transaction. AI uses context and conversations to make it easy for customers to get help, while allowing agents to provide more personalized service at scale.
We’ve seen dramatic changes since March of this year that have accelerated every aspect of digital transformation. We recently launched Kustomer IQ for omnichannel deflection, sentiment analysis, and intelligent routing. Check out more details here.
Customer Care Delivered in a Remote Environment
The pandemic has certainly upended the notion of the traditional 9-5 office. Companies are racing to adapt to a distributed work model, and technology is the biggest driver in adjusting to operating remotely. The next generation of customer service CRM does more than just manage support conversations. It enables the delivery of the customer experience from anywhere, through remote work orchestration and oversight. Taming the CX frankenstack is another step toward easing the remote transition. Modern CRMs must allow organizations to streamline integration of platforms, data sources, and channels to make remote work.
Collaboration is key to delivering an exceptional experience, so the modern CRM should provide a platform for customer service representatives to work together, to deliver service and support more efficiently and effectively. Collaboration between agents enhances the quality of answers provided to the customer by leveraging subject matter experts. At Kustomer, we believe the collective knowledge of experts makes your customer service organization stronger overall. In fact, we’ve embraced the use of Collaborators, users from other teams outside of support that can view conversations, customer history, and searches. By setting up Collaborators, other team members or departments can help you solve customer questions with internal notes and @mentions, see customer feedback, and more.
The Demise of the Dreaded Ticket
2020 will be the beginning of the end for legacy CRMs and transactional ticketing systems that were built to manage cases, not customers. Personalized support has been a key tenet of the business-and-buyer relationship from day one. Every customer wants to feel like they are known, respected, appreciated, and well-served. They certainly don’t want to be insulted by an interrogation. Traditional ticketing systems will be left behind, as customers expect more and the world continues to converge quickly.
Intelligent, modern CRMs enable true connections to be made with customers in their greatest times of need, by making it easy for agents to come from a place of understanding and context, consistently. This requires unlocking the value of data shared between different teams (such as marketing and customer service), creating new roles to act on the data, and leveraging new and modern technology.
Download the AI for CX e-book to learn more, and take a look at how Kustomer can provide the tools you need for exceptional DTC customer service.
Every consumer has a different expectation as to how they believe they should be treated by organizations they do business with. Perhaps I wouldn’t hesitate to ask for a full refund and an apology when I feel I’ve been wronged, whereas you wouldn’t be caught dead being so demanding.
But while we all have our minute differences, it is also true that consumer expectations generally shift with the times, and have clear generational differences. This past year has brought a significant amount of changes, and businesses may feel more in the dark about what their consumers are demanding. We wanted to pull back that curtain.
Kustomer surveyed over 550 US-based consumers to better understand what they expect from the customer experience, where organizations are falling short, and how expectations have shifted across generations. According to our research, 79% of consumers say customer service is extremely important when deciding where to shop, and many consumers are more picky with where they spend their money than ever before. Read on for the findings from our research, and for strategies to deliver on consumers’ growing demands. You can download the full report here.
We Must Treat Customers as Humans
If 2020 has taught us anything, it is that empathy is of the utmost importance when dealing with customers. As the world has drastically changed, and individuals feel more stress and anxiety than ever before, the potential to brighten someone’s day with a simple support interaction is hugely impactful.
According to our survey, 69% of consumers expect an organization to prioritize their problem if they are upset. Through a combination of sentiment analysis and intelligent routing, your customer service platform should be able to move upset or loyal customers to the front of the line and immediately get them help from the most appropriate agent.
Additionally, 53% of consumers expect a business to know about them and personalize how they interact. To create these meaningful relationships, companies need to adopt technology that allows them to see customer history, issues and behavior in context, no matter the platform. According to Amy Coleman, Director of CX at Lulus.com, the humanity of customer service is often lost in call center environments. “I think that one of the downfalls to old school ticketing systems is that it’s no longer about people. It almost becomes like data entry for those agents that are working on the same thing. It’s how many tickets there are,” said Coleman. “We were never thinking of it in terms of the human beings that are on the receiving end. And I think that’s what Kustomer has really done for us, it’s allowed us to spend the time with the human beings that are on the other line and spend more time developing our team.”
One thing is clear across the board: consumers expect retailers to know how they’ve interacted in the past, what issues they’ve encountered, and they want organizations to actively make amends. A whopping 76% of consumers expect companies to proactively follow-up and reach out to them if there is a problem. Whether it is a winter storm delaying a shipment, a new safety policy, or a fulfillment issue, proactive outreach is not only a nice benefit, it is now an expectation. Proactive communication can provide even more value when you use it for actions like reengaging unhappy or complacent customers, and building brand loyalty with targeted offers. Make sure your platform can power bulk messaging, targeting specific customer segments based on your unique data, like orders, location, or CSAT. In no time your customer service team will turn from a cost center into a profit center.
The Need for Speed in CX
We’ve all been there. Too much to do, too little time. This turn of phrase is even more pertinent for customer service organizations. Delivering real-time service is inherently difficult without endless resources, especially during peak shopping periods. But it is truly what your customers expect.
Seventy-one percent of consumers believe their problem should be solved immediately upon contacting customer service, but 52% report that they’ve experienced hold times longer than fifteen minutes. That’s a massive amount of consumers whose expectations are not being met.
Luckily, thanks to automation and artificial intelligence (AI), businesses now have the opportunity to provide more self-service options, freeing up agent time for complex and proactive support. In fact, 53% of consumers prefer self-service over talking to a company representative, meaning AI-powered experiences fulfill their needs. Tools like chatbots are growing in popularity with both businesses and consumers, with 53% of consumers saying that chatbots improve the customer experience. They can be used to collect initial information, answer simple questions, and direct customers to a help center if human intervention is not needed.
These tools save time for both the customer and agent, and increase the time spent on the actual issue rather than information gathering and low level support. Additionally, 42% of consumers reported that they would be willing to buy a product or service from a chatbot. This transforms AI-powered chatbots from a deflection tool into a revenue generator, with the ability to suggest similar products, or answer questions consumers need clarification on before buying.
To read the full report, including industry and demographic data, click here.
In case you missed it, last week Kustomer hosted a series of events all around switching from traditional ticketing systems to a modern CRM for customer service. The week was action-packed, filled to the brim with insights from Kustomer executives and customer-centric brands like Lulus and Ritual.
It’s not too late to gather insights from the week. Below you can find four key takeaways from #MakeTheSwitch week, and what they mean for your brand.
1. Treat Customers Like Humans, Not Tickets
Many companies are still relying on the old model of customer service, where they treat each new interaction as a separate event handled by different people across a variety of siloed platforms. To personalize a customer’s experience, you have to know the customer—and that requires data. A platform that brings all the data about a customer into one place helps customer service agents understand the context of a customer’s conversations and helps them deliver more efficient, proactive and relevant service.
Amy Coleman, Director of CX at Lulus.com, thinks that the humanity of customer service is often lost in call center environments. “I think that one of the downfalls to old school ticketing systems is that it’s no longer about people. It almost becomes like data entry for those agents that are working on the same thing. It’s how many tickets there are,” said Coleman during a Thursday afternoon webinar. “We were never thinking in terms of the human beings that are on the receiving end. And I think that’s what Kustomer has really done for us, it’s allowed us to spend the time with the human beings that are on the other line and spend more time developing our team.”
Eric Choi, Community Support Manager at Zwift, said during a Friday afternoon LinkedIn Live that he made the switch to Kustomer because his team was looking for a platform that was more human, and allowed them to interact with their members in a more organic way. “The old ticketing system made me feel… like a deli counter. You pull a ticket, you get answered, you throw the ticket away and then you move on.”
When all customer information is available at the click of a button, agents are able to personalize the customer’s experience by giving fine-tuned advice, addressing problems proactively, and suggesting other products or services the customer might enjoy. The result? An efficient but personal interaction that builds a lifelong customer relationship.
2. Unlock the Power of Data Through a Customer Service CRM
As Kustomer CEO Brad Birnbaum said in his Tuesday afternoon LinkedIn Live, an effective CRM should allow you to fully understand the relationship that your business has with each and every customer, and leverage data in order to do that. Legacy CRMs were built to manage cases, not customers. And you shouldn’t have to pay more for operational solutions AND modern communication tools in order to provide effective support.
Coleman agrees that e-commerce companies “absolutely have to be able to access data around what your customers are contacting you” about. Before making the switch to Kustomer, Lulus didn’t have any data because their platforms weren’t talking to each other, and that was a big issue. A modern customer service CRM should be designed to connect seamlessly with your other data sources and business intelligence tools, while taking the place of your support platform, contact center routing software, and process management solution.
3. Cut Down on Tickets With an Omnichannel Approach
In a multichannel support environment, each channel lives in its own silo with its own dedicated team of agents, with limited communication or sharing of information between channels. As a result of this fragmented experience, customers will have to take the time to repeat to the second agent what they told the first agent. In addition, multichannel support leads companies to focus on resolving tickets, rather than building stronger customer relationships, because agents lack a holistic view of each customer.
After switching to Kustomer, Coleman truly realized how many omnichannel conversations were taking place within Lulus’ customer base. With a truly omnichannel customer service CRM, Lulus “ended up merging or cutting [their] tickets down significantly.” Agent collision never occurs when communication channels are integrated, because agents can view the conversation and maintain context even as customers engage through multiple channels.
Michelle McCombs, Vice President of Safety and Support at HopSkipDrive, has now structured her team so they are all omnichannel. With Kustomer’s timeline view, and intelligent queues and routing, her team doesn’t have to go and find what they need to do next. All of her agents “live right there in their one space and… and get to work.”
4. Make the Agent Experience Effortless and Fulfilling
Ultimately, agent happiness directly translates to customer happiness. The more information that agents have at their fingertips, and the more they are able to focus on quality instead of quantity, the happier they will be, and the happier they will make your customer base.
Andrew Rickards, Director of Customer Experience at Ritual, has experienced this first hand. “It goes without saying customer service can be a thankless job and even … the best spirited individual can find those tougher days. So for me, it’s looking at the agent’s experience and understanding what the points of friction are and removing them, so what is already a tough job doesn’t have to be any tougher,” said Rickards. “When I talk about agent happiness, if you look at the internal surveys we do, to see just how people are on a quarterly basis, a lot of the questions that would indicate day-to-day stressors…we improved on those results post-Kustomer switch.”
Coleman agrees, and sees how making the switch to a more effortless platform can impact agent development. “I do feel that we’ve had less turnover due to the fact that the platform is easier, to the point where we’ve been able to actually focus our leadership on actual leading instead of micro managing,” says Coleman. “And what I feel is the most honorable and noble career, which is the service of helping other people, it gets lost in the abyss of really complicated workflows. And so Kustomer has given us, has given me as a leader, so much value, because I’m actually able to lead people for who they are based on their individual strengths and opportunities.”
Click here to learn more about how making the switch could be a gamechanger for your team.
In this episode of Customer Service Secrets, Gabe is joined by Aarde Cosseboom and Vikas Bhambri to discuss how to use AI in contact centers. Aarde is the Senior Director of Technology and Product for Global Member Services at TechStyle. He’s spent the last decade working in e-commerce and is the author of the book Enable Better Service. Vikas, a familiar guest on the show, is the SVP of Sales and CX at Kustomer and a 20-year CRM / contact center veteran. Both Aarde and Vikas have extensive knowledge on the use of AI in customer service and they have come together to discuss how other businesses can optimize with the help of AI.
“Omnibot”, The Omnichannel Bot
Customer expectations have changed significantly over the last few months, and companies are starting to feel the strain— especially in regards to their AI. While autobots have a reputation for dehumanizing companies, we are starting to rely on them heavily as customer needs increase. To ensure chatbots have a positive impact, Vikas and Aarde focus on making sure they are used as an omnichannel tool. Aarde states, “You can’t just have a chatbot on your website anymore, and it only be in your chat profile. It’s gotta be across all of the different channels that you use to support your members.” As customers switch channels, the bot needs to be available to support your customer on their preferred channel. Gabe, Vikas, and Aarde called this adaptable bot an “omnibot.”
Knowing the need for effective AI, and bots that function on multiple channels, Vikas and Aarde discuss who should build the bots and how they should be built. Because coding and creating AI can be taxing, they recommend finding a good partner to help, as it will be a better use of resources. As for how an omnibot should be built, Vikas notes the need for authenticity to the brand. He states, “If you’re a fun hip brand, you want to keep it relative to that. If you’re maybe a more mature brand, you want to keep it in tune with your … general reputation and what your customers expect of you.” In other words, make sure that the bot matches your brand. And, as an additional note, let customers know they’re talking to a bot. Customers don’t like to question whether they’re talking to a person or not.
How to Humanize a Customer’s AI Experience
One of the main concerns with using chatbots, even ones that are authentically built to the brand, is that consumers lose the human touch of customer service. This is a valid point, but Vikas and Aarde explain ways to overcome that while still increasing efficiency. To humanize a bot experience, have a good team behind it. In regards to AI Vikas states, “You still need people that will go and optimize the program behind it.” It is a team effort to optimize a chatbot, and constant evaluative measures will ensure that it grows and changes with the needs of the customer. Good AI is not meant to replace people in customer service, but to aid those committed to helping customers. In fact, Aarde mentions optimization tactics that fix AI and help the customer at the same time. He says, “When we feed the transcripts to our agents, our agents are actually reading through and seeing where things fail and then they escalate that to the bot architects, the engineers in the background. So they could change those bugs.”
Best Practices and Final Advice on How to Optimize AI
Transcribing bot conversations and having the bots follow the customer across multiple channels helps with the overall customer experience. Additionally, not being hesitant to transfer someone to a live agent is a good tactic. If people are saying “Operator”, pressing zero, or yelling, don’t use the bot to fix the problem, have a person step in and do their job. Aarde’s final piece of advice, or best practice, is to not tackle the hardest type of AI first. Don’t try for voice AI from the beginning. “I recommend trying,” he states, “but trying it slowly. So testing with maybe a low volume channel first, just doing a small portion, maybe 10% of volume, see its success rate and then roll it out to the greater population.” Add AI to your company’s customer service department one step at a time. Agreeing with Aarde, Vikas adds, “Look at your FAQ. What are the articles that people most often go to that resolve their issue?” He also suggests, “[Talk] to your agents or even [look] at the analytics in your CRM ticketing tool to look at, ‘What are the macros they most often use?’” While investing in AI can be an intimidating venture, bots can provide increased efficiency to your company, and successful self-service to your customers.
To learn more about how to leverage AI in your customer service department, check out the Customer Service Secrets podcast episode below, and be sure to subscribe for new episodes each Thursday.
You can also listen and subscribe to our podcast here:
Full Episode Transcript:
Leveraging AI to Power Your Contact Center With Aarde Cosseboom and Vikas Bhambri
Intro Voice : (00:04)
You’re listening to the Customer Service Secrets Podcast by Kustomer.
Gabe Larsen: (00:11)
All right. Welcome everybody to today’s broadcast. We’re excited to get going here. We’re going to be talking about one of these really relevant and interesting conversations, leveraging AI and self-service to really power your contact center. To do that we brought on two special guests. We’ll let them introduce themselves. Aarde, why don’t we start with you?
Aarde Cosseboom: (00:31)
Sure. Thanks again Gabe and Vikas for having me and Kustomer, of course, for hosting. I’m Aarde Cosseboom. I’m the Senior Director of Technology and Product for GMS, which is Global Member Services for a company called TechStyle. And we’re an e-commerce retail company.
Gabe Larsen: (00:47)
Awesome. Vikas, over to you.
Vikas Bhambri: (00:49)
Vikas Bhambri, SVP Sales and CX here at Kustomer, 20 years CRM Contact Center Lifer, looking forward to the conversation with Aarde and Gabe.
Gabe Larsen: (00:57)
Yeah, this is exciting. And you know, myself, I run growth over here at Kustomer. So let’s get in and let’s talk about this. Aarde, let’s start with the big picture. What do AI and self-service bots even solve?
Aarde Cosseboom: (01:11)
Yeah, this is a great question and really hard to answer specifics because every business is slightly different, but I’ll try to stay as high level as possible. Really it helps with self service, it’s in the title, but deflection, reducing contact. There’s a lot of automation that happens as well, too. So not only automating for your customer, but also automating a lot of the agent processes like creation of tickets and then auto dispositions as well too. And then one of the things that’s kind of hidden that most people don’t think about, and it’s actually one of the things that we don’t really measure that well in the industry in this area, is customer experience as well, too. So as millennials and gen X are expecting these types of tools, it creates a better experience for those people who are expecting it.
Gabe Larsen: (02:01)
Vikas, maybe you can add onto that. I mean, why do you think this is such an important conversation more so now than it was even just a couple months ago? Give us kind of that thought process.
Vikas Bhambri: (02:11)
Sure. I think what we’re running into right now is folks like Aarde are really seeing a tremendous surge of inquiries into their contact center. And the reason they’re seeing that is there’s the heightened level of anxiety and expectation for consumers. Most of what they’re shopping for, they want now and it doesn’t matter what it is. In fact, I was talking to a friend of mine who’s in the middle of buying a bike. Now, normally you buy a bike and you’re good. Whenever it shows up, it shows up. But because of the quarantine, he is literally like, “I need a bike so that I can have something to do with my kids.” So when he placed an order for the bike and wasn’t immediately notified when his bike was going to be available, he got extremely concerned and started pinging the bike shop. So I think it’s really interesting to see that behavior, particularly in these times, the ticket surge and putting pressure on people like Aarde and his peers to be able to respond.
Gabe Larsen: (03:20)
It feels like, again, there’s just more need for it than ever before. How do you think about chatbots versus social versus some of these other channels? Do you feel like they’re just different times to use them, is it different companies, is it different industries? Aarde, what’s your thought on kind of the mix of channels that are out there, why people would use one versus the other, et cetera?
Aarde Cosseboom: (03:42)
Yeah. And it goes back to expectations. So your customers expect a lot from you. And as we grow in channels in the customer service realm, growing the social and then direct social, which is things like WhatsApp and Apple business chat, direct SMS, and MMS. Those are all areas that we need to grow into and when we do grow into, we need to create an omnichannel experience. So you can’t just have a chatbot on your website anymore, and it only be in your chat profile. It’s gotta be across all of the different channels that you use to support your members. And as a member switches, as they do the channel switch, maybe they start in chat online and then they say, “You know what, I’m going to pause the conversation. And now I’m going to go to Facebook messenger.” You need to follow that with your AI so they don’t have to start all over from scratch with that automation tool.
Gabe Larsen: (04:36)
I like that. Vikas, how would you add to that?
Vikas Bhambri: (04:38)
I think Aarde nailed it. The term chatbot is so yesterday, right? Your bot needs to be omnichannel, your bot needs to be available, not just via chat as a channel, but you know Aarde mentioned Facebook messenger, WhatsApp, SMS email, right? So when we think about automation and bots here at Kustomer, we think about it regardless of channel, I mean, even email, right? Why is it that somebody sends an email and somebody actually has to enter a response? Why wouldn’t you send some responses that will allow that customer to self service, even by email, which is obviously one of the older, more mature channels. So that’s how we think about bots here at Kustomer.
Gabe Larsen: (05:23)
Well, look, I’m as guilty as anybody; the chatbot I’m so used to thinking chatbot and it’s something on the website. Is there a different term? Is there, I mean, obviously as you guys kind of pointed out, it’s better to think about it, maybe in an omnichannel approach, but Aarde, I’m looking for you on this one, man. How come you haven’t invented a term that is an omnichannel chatbot? What is that term, what is it?
Aarde Cosseboom: (05:49)
I haven’t invented it, but it is out there. It’s IVA which stands for Intelligent Virtual Assistant and really it’s the omnichannel bot experience, doesn’t matter how you use it, but that’s how you deliver it. So Virtual Assistant or Intelligent Virtual Assistant,
Vikas Bhambri: (06:07)
Gabe, I’m not the marketer on this call, but I’m going to give you a lay up here and you can give me credit. And if our friends at Zendesk are listening, they’ll probably copy it as they always do, but Omnibot.
Gabe Larsen: (06:19)
Omnibot! Oh my goodness! Oh, stolen.
Aarde Cosseboom: (06:22)
I like it.
Vikas Bhambri: (06:22)
I’m a transformers kid. I grew up, I’m a transformers generation. So that just sounds super cool to me.
Gabe Larsen: (06:29)
Honestly that sounds like —
Aarde Cosseboom: (06:31)
Gabe Larsen: (06:31)
Omnibot does sound like one of those transformers. What’s the main transformer? What’s the old guy?
Vikas Bhambri: (06:36)
Gabe Larsen: (06:38)
Optimus Prime. Optimus Prime, meet Omnibot.
Aarde Cosseboom: (06:43)
That’s a great name for a bot too. We could brand it.
Gabe Larsen: (06:47)
It totally works. That probably is good for this question you guys. I consider myself a programmer. I wanted to build my own bot. My kids are doing little things with programming. It seems like a lot of people are building bots these days. Should someone just build a bot? Should you buy a bot? And excuse me, an Interactive Virtual Assistant. Aarde, let’s start with you man. You’re out there in the market, talking to people, can companies just build these things? Is that easy or should you buy it? I’m confused.
Aarde Cosseboom: (07:19)
Yep. Great question. There’s a lot of controversy here and lots of different companies are doing their own little flavor. As technology grows and changes, it’s enabling companies to be able to build their own. Things like Amazon Lex or Google dialogue flow, it’s getting a lot easier than it was a year ago or even five years ago. But in the current market and we assess this here at TechStyle every six months, we recommend to buy or partner, is what we like to call it, partner with an actual partner that has the technology in place. You get a couple benefits from it, ease of use, and you’ll get to market faster. You won’t have to do that long implementation, have to have those developers and experts build something from scratch. You’ll be able to lean on the expertise of your partner to help you with that. And then the other thing that’s really beneficial that most people don’t think about is, when you’re partnering with a technology partner, they’re going to be leveraging all of the AI and machine learning that they have across all of their other customers and bring all of that to you and your bot. So if there’s a best practice in your space, we’re in retail, for example, and we use a partner and they have a best practice for another retail customer, they’re going to knock on our door and give us that easy flow without us having to do all the legwork. So I recommend buy for now and partner with a dedicated partner that has it in that ecosystem.
Gabe Larsen: (08:45)
Yeah. Look, it’s becoming, I mean, there’s just, there’s enough out there. You guys, I think you can get it for a good enough price that I don’t know if you need to dedicate a whole engineering team to kind of build your own automation, roles and bots, and things like that. So I don’t think I’d disagree with Aarde. Vikas, this one just came through on LinkedIn, this is from Keith, this question, and I meant to throw this in here and so I want to throw it in now. He said, “Hey, look, we’re trying to humanize our bots. So we designed them to help people not be viewed as an application. But it still comes — begs the question of how do you think about these bots? I’m thinking more on the website at the moment. Do you name it the bot, do you put a human there? Do you — how do you balance that? Have you seen best practices on that?
Vikas Bhambri: (09:26)
Yeah, the first thing that I recommend to customers is you got to keep it authentic to your brand.
Gabe Larsen: (09:32)
Vikas Bhambri: (09:33)
That’s number one. If you’re a fun hip brand, you want to keep it relative to that. If you’re maybe a more mature brand, you want to keep it in tune with your just general reputation and what your customers expect of you. The other thing is, I think in the early days, and most companies have gone away from this, I remember there was a brand in the UK that had announced a bot, but they branded it Lucy. Ask Lucy. And customers cannot really tell whether they were speaking to a human being or a bot. And they actually got very negative feedback because people were just asking questions and the bot at that time, you can imagine almost seven, eight years ago, wasn’t trained. It couldn’t answer half their questions. So I think the more that you let your customer know, “Look, you’re dealing with a bot” and that allows them to give some flexibility and some leeway to you to understand that look at some point, this bot may not be able to answer my question; to know that you can always escalate to a live human agent, right? So you can still give it a name, right? But making sure it’s authentic to what it is. And if the point comes where it can not resolve the customer’s inquiry, that they know there’s a handoff, a seamless transition. That’s another thing a lot of people get wrong. Right? So now I connect to the human agent, don’t make me ask the five, six, seven questions that I just went through with the bot. The agent should pick up the conversation fluidly from where I left off. Aarde what do you think?
Gabe Larsen: (11:09)
Yeah Aarde, I want to talk — do you agree because I think you might disagree?
Aarde Cosseboom: (11:15)
No, I do agree. There’s a little bit of uncanny Valley; gotta be careful about not tricking your customer into thinking they’re talking to a human. So I totally agree that you have to upfront tell them that it’s a bot. I like to brand it as giving it kind of a bot accent. So if it’s a voice bot giving it a little bit of a mechanical accent, so they know that it’s a bot or, not having a hundred percent of a fluid conversation fragmented a little bit more so they know that they’re talking. Also, you could declare it at the beginning of a chat or social conversation saying that “You’re engaging with an AI tool at this time.” And then, another key point here is you’re right, try to do it on brand. So we have 95% of our customers are females. So we have a female voice. If you’re selling golf clubs online, you may want a male voice because there may be a higher percentage of males that are listening to or engaging with your bot. So think about voice, tone, accent, especially accents, U.S. accents. So if you’re on the East Coast, don’t put words in there like “cool” or “hip” or things like that. Make sure that it’s localized to your customers and brands.
Gabe Larsen: (12:29)
Yeah, don’t use one of those weird Utah accents like you hear coming in all, all “Here y’all.”
Vikas Bhambri: (12:36)
One other thing to Keith’s question, right? And this whole concept of an application; look, it goes back to back in the day and chat, we started out with what we called a pre chat survey, which was literally, “Here are the five questions you need to answer so that we know who to route you to, who you are,” et cetera. Then it became a bit more where people were doing authentication. And so they had some data. Then we moved to this concept of conversational form, which was still a bot, but it asked the question in a humanized way. So it wasn’t just “Fill out these five questions.” It would ask you the question one at a time and maybe there was a variability where if you said you were a buyer versus a seller, the next question would change. Now Keith, where we want to take it is the bot can gather so much data about the customer before they even type in one word. So a lot of that is now picking up with the information that is now unknown to you so that you can then either answer the inquiry or then route it to the agent. So it should necessarily have that kind of predetermined, almost process flow. You can be much more mature about how you even go about using natural language processing for people to just key in things and it doesn’t have to be hard coded, right? So I think there’s a lot that you can do there now.
Gabe Larsen: (14:00)
I like that. This is, I think, one of the questions that comes up often, this is such a cool feature look at this. I can just throw this in here, right here. Look at that. Are you guys seeing that?
Aarde Cosseboom: (14:11)
Vikas Bhambri: (14:11)
Gabe Larsen: (14:12)
Geez louise, man, look at this technology. Scott Mark, little shout out to Scott Mark. What are best practices around the handoff from a bot so we stop dropping the ball? I think that’s — we wanted to get actually into some best practices. Maybe we start it now. That’s just a big debate. It’s when you handoff, how do you hand off, how many questions do you ask? It’s just, it never feels right. Thoughts? Aarde let’s start with you on that one.
Aarde Cosseboom: (14:38)
Yeah, absolutely. And you have to think of one thing first, which we call the IVR prison or the chatbot prison. You’ve got to allow people to get out of that prison. So if you get the same question twice and it’s not — you can’t recognize the right answer like, “What is your email address?” and can’t recognize, ask again, can’t recognize, fail it out to a live agent. That’s a good best practice. Also if they say the word operator or press the zero key on their phone, or if they start cursing, definitely fail them out of the IVR. Don’t keep them in prison. Always allow them a way out of that IVR. But then when you go over into the agent experience and that handoff, even for the experiences where someone engaged with the bot for a very long time, and there’s a long transcript, maybe there is actions that were done like they updated their credit card information with the bot, they updated their billing information, their name, profile; all of that you want to transfer to an agent, screen pop not only the member profile, start to fill out the case or tickets so the agent doesn’t have to do it. And then also, feed them the transcripts so that if the customer or member says, “Hey, I talked to the bot, it updated my billing address, but I think it didn’t do it right. It didn’t do the right street address, the right number. Can you go back and check and see if it did that?” The agent should be able to scroll up through that transcript and see exactly where it failed and then fix that, that failure.
Gabe Larsen: (16:11)
Yeah. Vikas, what would you add to that?
Vikas Bhambri: (16:13)
I think the biggest, so Aarde nailed it, right? So, your initial implementation, those are all the best practices. I think the challenge for most brands is you’ve got to treat this like a program management, just like a marketer would if they were doing a promotion on their website or doing a campaign. Constantly revisiting and optimizing, right? So one, your bot is going to get smarter if you’re investing in the right technology. But two, if you’re finding that customers are constantly getting challenged, that process in your step, go and see what do you need to do to modify it, to smooth that out, right? So where are people cursing, where are people hitting zero? Where are people saying, “Get me to a live human agent?” How do we further optimize that piece before we do it? So I think that’s the biggest thing I see is where people will roll these things out and then forget about them and then six months later, they’ll say, “You know what, this isn’t working and we just have to pull it off the site.” And that to me —
Gabe Larsen: (17:16)
Why do you have to call me out like that? Why do you have to call me out like that? I mean, geez louise. In all truthfulness, that was my first experience with a bot. I mean, it’s been a few years back, but I don’t know. I thought you could throw it on the website and it would maybe like, I don’t know, do its things, some sort of magic or something. And three months later, I’m like, “This thing’s a piece of garbage.” I totally, I mean, I came to the heart of the conclusion that like anything else, it has to be iterative and optimized. I love that one.
Vikas Bhambri: (17:45)
No, I think Gabe, this is an interesting thing, right? Because people keep talking about AI just on a broad macro level. And you know, people will say, look, “AI is going to put everybody out of a job. We won’t need salespeople. We won’t need marketers. We won’t need customer service people.” No, because the role will change because the technology is great, but you still need people that will go and optimize the program behind it. Right? So I think, I think that’s an interesting nuance just as we think about AI generally.
Aarde Cosseboom: (18:11)
Yeah. And talking a little bit about supervised learning; so when we feed the transcripts to our agents, our agents are actually reading through and seeing where things fail and then they escalate that to the bot architects, the engineers in the background. So they could change those bugs. So your team members, your agents are now a part of a QA or quality assurance process on your technology, which is huge. And it kinda levels up the agent as well, too. They’re no longer just answering chats and emails and phone calls. They’re now, they now feel a part of the organization because they have a higher role in reporting this information back.
Gabe Larsen: (18:49)
I’ve been hearing more about this kind of bot, almost like a role, like a bot architect. I love the idea of getting the frontline people in front of it. Guys, give me a couple other nuggets. I think that’s where people want to go with this because I think people are getting onto the idea that they need to have these assistants or bots on their sites, et cetera. I don’t know if people know some of the best practices, lessons learned from deployment, where they get started. Our time’s a little bit short, but give us a quick rundown. Aarde let’s start with you then Vikas, we will go back.
Aarde Cosseboom: (19:18)
Yeah, absolutely. I’ll make it super short, but, it’s a huge chasm to cross from having nothing to having something. That’s why I recommend trying, but trying it slowly. So testing with maybe a low volume channel first, just doing a small portion, maybe 10% of volume, see its success rate and then roll it out to the greater population. So try to do the easier channels first. So online web chat is probably the easiest or a social chat or an SMS bot. Don’t tackle voice first. That’s going to be your hardest heaviest lift and you’re going to be sidetracked.
Gabe Larsen: (19:54)
Vikas what do you think man?
Vikas Bhambri: (19:54)
Yeah, I agree with Aarde. Look, you have to look at this as a crawl, walk, run, right? If you try to bite off more than you can chew, you’re going to end up pretty miserable. So for me, number one is, look at your FAQ. What are the articles that people most often go to that resolve their issue? Maybe that’s something you want to be more proactive serving up. The second is talking to your agents or even looking at the analytics in your CRM ticketing tool to look at what are the macros they most often use, right? Because if somebody is just cutting and pasting, we’re hitting hashtag time after time, again, that means those are probably some, that’s some low hanging fruit that you could front end via a bot, the omnibot, for them to resolve themselves. So those are some things that you could look at. Query the data you have, and then just think about, “How do you want to be proactive and thoughtful about putting some of these things in front of your customers?”
Gabe Larsen: (20:54)
I think that’s spot on you guys. I mean, my biggest takeaway from today, I’m going to trademark Omnibot. That’s what I’m doing. That’s — I could barely listen to you guys. I was thinking so much about money I’m going to be making on Omnibot here. No, I’m teasing. Aarde, really appreciate you joining. Vikas, as always, great to have you on. For the audience, hope you guys have a fantastic day.
Vikas Bhambri: (21:19)
Have a great weekend.
Aarde Cosseboom: (21:20)
Exit Voice: (21:27)
Thank you for listening. Make sure you’re subscribed to hear more customer service secrets.
Many of us look forward to the holidays. We get excited about the prospect of parties, family gatherings, holiday cheer and presents galore. But the holiday season also brings a big lump of coal: an increase in needy customers reaching out to your team in need of immediate support.
According to Kustomer data, inbound customer service inquiries increased by almost 120% during the holiday season in 2019, with particularly dramatic spike in activity on Instagram, e-mail, voice and chat.
Many businesses struggle to maintain a high level of support during spikes in activity. They may need to hire a flurry of seasonal employees who have a short training period. Last year, $284 billion dollars were spent between Thanksgiving and Cyber Monday alone, so the stakes are high. The question becomes, how do you handle the seasonal rush without breaking the bank or disappointing customers? Read on to learn what customers expect, and how to deliver with smart strategies and smarter technology.
Customer Expectations During the Holiday Season
Spending isn’t the only thing skyrocketing during the holiday season — so too are customer expectations. Here is what consumers expect from brands during the upcoming holiday season.
During the holiday season, the turn of phrase “too much to do, too little time” hits a lot closer to home. Between normal day-to-day life, holiday celebrations, traveling and gift buying, consumers don’t want more of their time taken up by customer service.
According to recent Kustomer research, 77% of customers expect their problem to be solved immediately upon contacting customer service. Customers demand that you respect their time, especially during the busy holiday rush, and if you don’t, they are willing to leave for another retailer. In fact, 70% of consumers would not shop with a retailer again if they had to leave a chat before being helped, and 71% would do the same if they waited so long on hold that they hung up.
Available on Any Platform
Especially during the peak shopping season – Thanksgiving to Christmas — consumers are on the go. They may be traveling to spend time with family, taking a much needed vacation, or multitasking during the work day. What does this all mean? Customers are more willing and able to reach out on new platforms that are most convenient for them.
While 88% of consumers get frustrated when they can’t contact a company on the channel they prefer, availability on multiple platforms isn’t enough. Eighty-six percent of customers said they get frustrated when they have to repeat information to customer service agents. This means that if customers switch channels or need to be transferred, they don’t want the context of their previous interactions lost.
Most of the time, when a customer contacts a company, the team manning that channel will create a ticket. If the customer then contacts the company through a different channel about the same issue, a second ticket will be created with each team working their respective tickets. This results in a fragmented experience and the unfortunate need to repeat information.
How to Wow Your Customers During the Holiday Season (Without Breaking the Bank)
The typical strategies businesses use to please customers have one thing in common: they cost money, and aren’t scalable. What are some strategies and technology tools that you can put in place to wow your customers WITHOUT breaking the bank?
There’s something to be said about beating your competition to the punch. According to research by Digital Commerce 360, 56% of customers chose where to shop during last year’s holiday season based on past experiences. In addition to common seasonal marketing strategies, delivering a stellar experience NOW can help you drive business in the future.
The companies that are practically synonymous with brand love, and have customers that are loyal to the death, have one thing in common: they have prioritized customer experience since their inception. In fact, customer experience is becoming more important than price and product when it comes to loyalty. Ensure that during busy seasons, when your inquiries and orders quadruple, you can continue to make customers feel just as valued as on the slowest day of the year. By preparing early, you can put the right tools, staff and strategies in place to not only deliver the perfect holiday gift, but also the perfect holiday customer experience.
Get a Little Help From Your Robot Friends
When resources are thin, technology can make a huge impact on your team’s efficiency. Oftentimes the most tedious tasks on an agent’s plate are manual and repetitive, and may not require human intervention. Luckily AI can handle simple tasks like tagging and routing conversations to the most appropriate agent. And consider the power of chatbots during peak shopping periods. They are growing in popularity with both businesses and consumers. In fact, 67% of consumers prefer self-service over talking to a company representative.
Chatbots can be used to collect initial information, provide responses to simple questions, and even complete standard tasks like changing a booking or answering an order status question. While there is always fear of losing personalization when using AI and automation, with the right platform, businesses can actually do the opposite. For instance, if a business leverages customer data properly, chatbots could ask personalized questions based on an individual’s purchase or browsing history. These interventions save time for both the customer and agent, and increase the time spent on the actual issue rather than information gathering and low-level support.
Be Available Wherever Your Customers Are
Omnichannel support shifts perspective from ticket resolution to customer relationship building, which is incredibly valuable during the holiday season, when companies have the opportunity to attract an entirely new cohort of customers. Individuals have the freedom to move between channels throughout their engagement, and are guaranteed consistency, so each conversation starts where the last ended. Agent collision never occurs when communication channels are integrated, because agents can view the conversation and maintain context even as customers engage through multiple channels. If executed properly, omnichannel support provides a consistent experience for customers at every touchpoint after acquisition.
Ensure you have the right technology in place to integrate your combination of communication channels in order to capture the free flow of conversations across platforms and display the data in a single screen. A best-in-class solution should create a unified home for all your customer data, regardless of the source, not only the data generated from customer conversations.
Artificial intelligence is making a major impact on customer service and shows no sign of stopping. The increased interest is warranted — Forbes contributor Kathleen Walch of Cognitive World said AI is a useful tool that’s improving customer service, enhancing customer loyalty, enabling better brand reputations and allowing customer service agents to focus on tasks of greater value that can bring companies more business.
While all of these benefits are highly advantageous for businesses, making sure customer service staff are satisfied is a critical initial step in the process. Here are four simple ways that AI chatbots can improve work-life for your customer service agents and better streamline agent experience and expectations:
1. Improved Work Efficiencies
One of the many benefits of utilizing chatbots is the ability to shift work expectations of customer service agents. As Chatbots Magazine stated, chatbots are truly the future of engagement. There are many direct questions that can be handled by way of automation, giving customer service staff the freedom to take on the more meaningful conversations within a short period of time.
2. Better Conversations With Customers
When customer service staff can focus on more important cases instead of the simple questions that AI chatbots can handle, agents have a strong role in driving business and loyalty for the company.
3. Enhanced Job Satisfaction
When customer service agents have more time to focus on complex queries and enhance the connection between customers and your company, they may find greater overall satisfaction in their work. With AI chatbots, you also have the opportunity to introduce steady, more enjoyable working hours that create work-life balance. AI-powered bots can handle the low-level inquiries during the traditional “after hours” time frame, which means you don’t have to worry about keeping staff on the clock at all hours of the day. Not only can this help with workplace satisfaction, but it can also reduce overhead costs.
4. Increased Capacity
Realistically, customer service staff can only talk to one customer at a time, making it difficult to handle more than one issue simultaneously. When AI chatbots are introduced, you can alleviate the pressure that customer service agents once felt about long queues. While this is beneficial for agents in terms of streamlined expectations, your company can still meet bottom-line goals and continue servicing all customers that contact you.
Working With Kustomer
Kustomer’s customer service CRM platform is built to meet the expectations of the customers and agents of today. With our solution, you can better manage customer inquiries and high support volume to streamline staff and company expectations. Request a demo today to learn more about our process and services.