5 Things You Can Start Doing to Go From Reactive to Proactive Support

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Today, businesses thrive when they can provide a convenient, personalized customer experience. That entails answering questions specific to a customer’s concerns and addressing wants and needs of a particular patron, all within a short amount of time.

Certainly, businesses can help customers and provide top-notch customer service when taking on such tasks, but customer service agents can also be a valuable resource when they go above and beyond and reach out to the customer first. We refer to this as proactive support, and it can be a secret weapon to improve the reputation — and bottom line — of your company.

In the world of customer service, timing is everything. According to the Customer Service Barometer study fielded by American Express, 40% of customers agree that they would be pleased by customer service agents taking care of their needs faster. This means companies have to be forward-thinking about their customers’ wants and needs, to get ahead of the curve. With proactive customer service, this goal is highly attainable.

In this article, we’ll take a look at proactive vs. reactive customer service, dive into the importance of proactive customer support, and discuss the five different ways you can transition from reactive to proactive customer care:

What is Reactive Support?

Reactive customer service may be known as the more common type of response. This is the type of support that’s offered once the customer brings the problem to the surface. As HubSpot explained, it’s like using medication — just as one would take medicine to combat symptoms and treat the body to get rid of the impact that has already occurred, customer service agents can use reactive support to address customer concerns after learning about them.

What is Proactive Support?

Software Advice Inc., a partner of Gartner, defines proactive customer support as the strategy used by a company to anticipate potential concerns of the customer. Essentially, it’s enabling customer service agents to reach out to consumers before they are pinged, in an effort to offer a solution or suggestion without being prompted.

Proactive live chat, for example, can be used by agents to address anticipated concerns based on various factors, such as the amount of time a customer spends on a page or a continuous return to a certain page. Online behavior, as well as browsing reoccurrences, are critical bits of information that can allow your customer service team to dive into the immediate needs of customers and address underlying issues they may be experiencing, but are unsure if they should bring to your attention.

Five Ways to Make the Transition From Reactive to Proactive Support

How can you prepare your service organization to anticipate your customers’ desires and to deliver an experience that defies their expectations? In our CEO and Co-Founder Brad Birnbaum’s Forbes piece, he took a deep dive into the theory and practice of proactive service. Below, we’ve outlined the five most important steps you can take now to upgrade your experience and delight your customers with forward-thinking support:

1. Train Your Team

Proactive service isn’t just about analytics, it requires an equal amount of human insight. Before investing in tech, make sure you have a team of engaged agents that are already thinking about your customers’ needs. For example, Outdoor Voices’ agents are able to collaborate more easily because of comprehensive training, amplified by Kustomer’s intuitive interface. Great service starts with great people.

2. Invest in Analytics

By combining human insight with powerful analytics, reporting, and a record of every customer’s history, you can equip your team with everything they need to know about your stakeholders. Just ask Glossier, who works with Kustomer and Looker to get rich insights into customer behavior. If you don’t have all the data in a single customer view, it’s almost impossible to be proactive.

3. Have a Secure Data Warehouse

Beyond having all the necessary data at your fingertips, that data needs to be in one safe, central location or network of locations. This can be a system you’ve created in-house, or a third-party CRM—the important thing is security and usability. Read more about our commitment to security here.

4. Make Searching Easy

When you have all of your customer information in one system, across all of your platforms and integrations, you can create the kind of granular searches for customers that account for their specific behaviors or needs. Once you’re able to identify customers by their last order, their location, their sentiment, and more, surprising and delighting them is a snap. For example, Slice uses Kustomer to segment their users, then automates workflows to deliver more efficient service.

5. Track the Right Metrics

You need a way to capture how your customers are feeling. That requires a combination of several things. You should be measuring sentiment within customer communications and on social, using surveys that capture metrics like CSAT, NPS, and CES, and tracking behavior across every channel of interaction. For a brand like LOLA, having all the relevant information at agents’ fingertips when customers have a question about their subscriptions is crucial to great service.
To be smart, personal, proactive, and timely requires a lot of moving parts to come together, but doing so is the hallmark of a standout customer experience. Once you can gather and store all relevant customer information, you can act on it with a combination of well-trained employees and specific features within your software platform. When you can connect with individual customers over their preferred channel with the right personalized message, your experience can become a true revenue driver and differentiator for your organization.
Getting there isn’t as simple as completing a checklist—it’s a complex process, unique to every business. However, when all of these threads come together, your customers will see and feel the difference in every interaction. Check out Brad’s Forbes article to learn more.

How Kustomer Can Help You Prioritize Proactive Support

Kustomer’s robust customer service CRM is designed to help your customer service team meet the wants and needs of consumers, all while getting ahead of their common queries and concerns.

Instead of waiting for a customer to ping you, agents can send instant messages to target audiences based on various factors, such as:

  • Time spent on the page.
  • Last page visited.
  • Geographical locations.
  • Attributes based on log-in information.

Are you looking to make the transition to proactive support? Learn more about what Kustomer has to offer by requesting a demo today.

Kustomer Acquires Reply.ai to Deepen Intelligent Automation Capabilities

Kustomer Acquires Reply.ai TW

Here at Kustomer, we believe artificial intelligence plays an essential role in helping companies scale customer service and efficiently deliver exceptional results. And we aren’t alone. Gartner predicts that 72% of customer interactions will involve technology such as machine learning and chatbots by 2022. That’s why we are excited to share that Kustomer is acquiring Reply.ai to deliver even deeper intelligent self-service and agent assistance to our customers.

As a long-time partner of Kustomer, Reply is able to seamlessly integrate their tools into the Kustomer platform and help brands efficiently scale without compromising quality of service. The partnership furthers our commitment to integrating Kustomer IQ, our artificial intelligence engine, throughout the customer journey, while providing some powerful benefits to businesses and customers.

Reply is ranked as one of Forrester’s Top 10 AI Providers for Customer Service Automation, leveraging sophisticated machine learning models to power incredibly accurate self-service chatbots and deflection tools. With an astounding 40% average deflection rate, Reply, now a part of Kustomer IQ, can successfully resolve nearly half of all initial customer communications without the need for live interaction with a service agent. And with 67% of customers preferring self-service over talking to a company representative, deflection tools are not only a win for businesses, but also for customers.

With Reply now a part of Kustomer IQ, our customers will save thousands of hours spent answering simple questions, so they can focus on the most important cases that have a much larger impact on business and loyalty. At a time when customer service teams are being asked to do more with less, our suite of AI tools can tackle your growing queue of inquiries around the clock, while drastically minimizing costs.

We are so excited to welcome co-founders Omar and Pablo Pera, and the entire Reply team of world class data scientists and engineers to the Kustomer Krew. With Reply’s engineering offices in Madrid, this acquisition will also expand our presence in Europe and accelerate our growth in the region.

It goes without saying that we’ve always been committed to revolutionizing customer service. Today’s acquisition of Reply marks one more step in that journey.
 

What Customers Can Now Expect From Kustomer IQ

Chatbots

Built within Reply’s natural language processing engine, these best-in-class chatbots feature visual flow builders and templates for easy one-time creation and deployment across multiple channels and languages, providing effortless experiences by connecting customers to the right information.


 

Knowledge Base Deflection

An enhanced deflection widget can be embedded in forms, email, and chat, and features a powerful information retrieval system in which a semantic search engine and answer extractor not only provide relevant articles and content, but the exact answer to a question.


 

API Access

The platform can plug into third-party APIs to leverage a company’s most critical customer data points when deflecting. For example: a chatbot can answer the question “where is my order” or “when does my policy expire”.
 

Agent Assistance

Relevant answers and subsequent actions can be suggested to agents based on historical behavior, user text and conversation context. Actions include routing or auto-tagging conversations, as well as responding with relevant templated content.


 

Analytics Dashboard

Deflection success rates are measured and chatbot behavior can be evaluated, with functionality to support custom events, set conversion goals and segment audiences.

With Kustomer and Reply now joining forces, we are excited to announce the immediate availability of Kustomer IQ Plus, delivering new ways to interact with customers through chatbots and sophisticated AI capabilities. Please get in touch to learn how to get started or watch our latest ondemand webinar.
 

Kustomer + Looker Partnership — Use Support Data To Grow Your Business Faster

Customer Support is playing an increasingly strategic role in companies. Today, we are excited to unveil a new powerful solution that uncovers valuable insights and trends about your customers. We have partnered with Looker to create a solution that enables companies to integrate their support team’s data into broader, company-wide insights and analysis.

Kustomer helps Support teams get a complete view of their customers and treat them like people instead of transactions. Companies using Kustomer can easily create a real-time data export stream of this Support activity into their data warehouse.

The Kustomer & Looker Block

Kustomer and Looker are a perfect match: Kustomer gives you one place to view all of your customer support data and Looker is a great way to help you share, combine, and analyze that information at an operational level for your whole company.

To make it even easier to get started with your analysis, we’ve created a Looker Block for Support Analytics by Kustomer. Looker Blocks make it easy for companies to quickly deploy expertly built, tailored solutions specific to each business unit or data source. They are also a great way for partners like us to make the data we’re replicating into your data warehouse immediately actionable.

The Looker Block for Kustomer allows you to easily explore your customers, conversations, and teams data to provide a comprehensive view of Customer Support team operations. Some example metrics include:

  • Key statistics for support team members, including average time to first completion
  • Average time to first response and average number of messages in conversations
  • Conversation status and volume by channel

The Complete View of your Customer

So, why is using Looker on Kustomer data valuable? Kustomer gives you the context of the customer beyond an individual transaction and in Looker you can link this data with other operational data in your data warehouse, including application data and home-grown systems.

This union of customer data enables you to perform the analysis that can result in actions that increase loyalty, improve customer lifetime value, and help customers get what they need. You can use Looker to uncover intelligent insights not only in your customer data but in your enterprise data too.

Want to learn more?

Check out the Support Analytics by Kustomer Block. Request a demo of Kustomer here or Looker here!

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