Achieving a 360-Degree Customer View Isn’t as Tough as You Think

Achieving a 360-Degree Customer View Isn’t as Tough as You Think TW

One of the biggest challenges for contact centers and customer service departments is convoluted systems. According to CCW Digital research, two of the top five areas for improvement include agents spending too much time on low-value work and the absence of a 360-degree customer view.

When customer service agents don’t have a 360-degree customer view, they spend excess time navigating applications and databases trying to manually find customer information and history, which is frustrating and inefficient for both employees and customers. However, with the right technology, it doesn’t have to be that way. Read on to learn why.

Tap Into the Power of a Centralized CRM

Building a 360-degree customer view is dependent upon giving our front-line employees and customer service agents the tools they need to see customer history, route inquiries accordingly, and find solutions seamlessly through an efficient customer relationship management (CRM) platform.

As seen in a recent CCW Digital webinar, during a peak in the pandemic, customer contact volume increased ten fold, while agent capacity decreased 20%, call duration increased 62%, wait times increased by 27 minutes, and as you would guess, customer satisfaction decreased — by roughly 28%.

As customer volume increases and agent capacity decreases, friction is brought into the customer experience, exposing an unforgiving area for improvement in the contact center — the vast majority of CRMs being used are not getting the job done. Simply put, customer service departments around the globe are losing customers as a result of poor management and technology.

Specifically, incorrect and incomplete data means longer wait times, less ability to predict needs, and less ability to personalize interactions.

We’ve seen an uptick in digital channel utilization which means you have more touch points and data sources to aggregate customer history, and therefore a greater need for an omnichannel CRM.

The only way to alleviate the friction in the customer experience is to create a more efficient process, reducing the amount of applications agents need to record and access customer information, and resolve problems by using a single, unified, and actionable customer service CRM.

Increase Efficiency and Personalization Through AI and ML

AI can help you better glean insights from your data at scale. Then it can be used to improve routing and provide agents with real-time guidance and recommendations, thereby increasing their ability to “see” and “use” their 360-degree view.

AI and machine learning (ML) have the ability to improve the precision and speed of service by automating repetitive, manual tasks as well as your most complex business processes. For instance, high-volume conversation traffic could be intelligently routed to the most appropriate agent, loyal customers could be prioritized, and agents can quickly deliver standardized responses when appropriate.

With Robotic Process Automation (RPA), AI can simulate human actions to complete repetitive and rule-based tasks and processes. RPA can allow chatbots to fully complete a customer conversation without the need to escalate to a human agent, as well as provide the customer with more self-service opportunities by tapping into appropriate backend datta. This makes agents more efficient, freeing up their time for complex and proactive support, and gives customers more accurate information quickly.

Let’s take a closer look at chatbots. They are growing in popularity with both businesses and consumers, and 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, ML, or automation, with the right platform, businesses can actually do the opposite.

If a business leverages customer data properly and gives the chatbot a 360-degree customer view, chatbots can 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. Of course, if needed, once the customer experience requires a transfer to an agent, automation can route the customer to the right agent, best equipped to solve the problem, and transfer all of that data into the agent’s view.

Want to learn more strategies to deliver standout customer service through a 360-degree customer view? Download CCW’s latest report here, filled with insights from Kustomer CEO Brad Birnbaum and NYT bestselling author Shep Hyken.

 

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

woman on laptop

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 Is Excited to Make Its Debut on the CRM Customer Engagement Gartner Magic Quadrant

Kustomer Is Excited to Make Its Debut on the CRM Customer Engagement Gartner Magic Quadrant TW

Last week, the research and advisory firm Gartner published the CRM Customer Engagement Magic Quadrant and Kustomer was announced as a new entrant. The leadership team here at Kustomer couldn’t be more excited. Gaining entrance into this Magic Quadrant is a huge accomplishment and recognizes all of the hard work that the Kustomer team has put into making a stellar product since our inception in 2017. This debut underscores Kustomer’s important role in the space, as we continue paving the way for the next generation of customer service CRM, driving intelligent and scalable experiences.

This is Gartner’s third installment of the CRM Customer Engagement Magic Quadrant, which is defined as: “The market for software applications used to provide customer service and support by engaging intelligently — both proactively and reactively — with customers by answering questions, solving problems and giving advice.”

Each year, Gartner analyzes the market and reviews the most relevant providers and their products and services, placing no more than the top 20 leading vendors in the Magic Quadrant. The process is fairly grueling as Gartner goes in-depth on criteria such as:

Market Presence and Momentum

This category covers vendor market recognition and company growth, and includes areas such as:

  • References: Minimum of 15 references have to be provided that cover an array of clients from different geographical locations.
  • Functional Breadth: Gartner reviews each vendor across seven categories of functionality such as real-time intelligence, automation of engagement, and case management.
  • Market Awareness: Each vendor has to be a recognized player in the industry as demonstrated by potential clients shortlisting them or having a meaningful presence at industry leading events.

Ability to Execute

This category covers vendor product depth as well as financial health and ability to execute a go-to-market strategy across areas such as:

  • Product/Service: Eleven critical capabilities are analyzed here such as case management, digital engagement and usability.
  • Overall Viability: Vendors are examined on their overall financial health and their ability to demonstrate continued investment in the product.
  • Sales Execution/Pricing: Vendors are reviewed on their ability in a variety of go-to-market activities.

Completeness of Vision

This category covers vendors market understanding, ability to innovate, and their geographic strength across areas such as:

  • Market Understanding: Vendors are assessed on how well they understand customer needs and are able to translate those into product functionality.
  • Offering (Product) Strategy: This examines how a vendor approaches product development with an emphasis toward differentiation, functionality and methodology.
  • Innovation: This reviews the vendor’s innovation practices and their ability to be preemptive in pushing away new market entrants.

After evaluating Kustomer across these categories, analysts at Gartner noted, “Kustomer provides a modern customer service platform, connecting interactions and platform-based events. B2C organizations looking to move away from traditional customer service tickets and case management in favor of more first contact resolutions should consider Kustomer. Reference customers indicated that Kustomer delivers on the fundamental essentials with a high degree of reliability and usability.”

Kustomer’s strongest assets highlighted in the Magic Quadrant were:

  • Conversations: Companies looking to move from a case management-only system to a 360-degree view of the customer with conversations at the center.
  • Modernization: Modern platform connecting to many external systems.
  • Reliable and usable: A system with a high degree of reliability.

Kustomer is thrilled to be included in the latest CRM Customer Engagement Magic Quadrant. Says Kustomer CEO Brad Birnbaum, “Kustomer is a modern CRM for customer service, focused on the customer to follow their entire service journey and optimize every experience. The next generation of customer service CRM does more than just manage support conversations. Kustomer is a company’s single record of customer truth, managing and contextualizing data to drive smarter processes that scale your business, not your headcount. We are honored to make our debut in the Magic Quadrant and be recognized by Gartner for our innovative approach to customer service CRM.”

The full report with in-depth findings can be found here.

 

Kustomer Recognized in the June 2020 Gartner Magic Quadrant for the CRM Customer Engagement Center

Kustomer Recognized in the June 2020 Gartner Magic Quadrant for the CRM Customer Engagement Center TW

Evaluation based on ability to execute and for completeness of vision

New York, NY – June 11, 2020 — Kustomer, the omnichannel SaaS platform reimagining enterprise customer service to deliver standout experiences, announces today that it has been named in Gartner’s Magic Quadrant for the CRM Customer Engagement Center (CEC) report, published on June 4, 2020 by the research and advisory firm. This is the first time that Kustomer has been recognized in the report and we believe this recognition underscores the company’s important role in the space, where they are paving the way for the next generation of customer service CRM, driving intelligent and scalable experiences. Vendors in the report were evaluated on seven ability to execute criteria and eight completeness of vision criteria.

According to the report, “consolidation of customer service functionality is redefining the CRM CEC. Artificial intelligence and increased investment in digital engagement are top priorities on vendors’ roadmaps. We researched 16 vendors to help application leaders navigate this increasingly complex landscape.”

Further, “the current reshaping of the customer engagement center (CEC) market is characteristic of the consolidation of the customer service technology market. Customer service and support organizations must deliver consistent, effortless, intelligent and personalized customer service to their customers. The ability to orchestrate customer requests with assisted service, as well as with self-service, is one of the four pillars of great customer service within a leading customer service and support operation. The four pillars of great customer service are: getting connected, process orchestration, resource management, analytics and insights.”

“Kustomer is a modern CRM for customer service, focused on the customer to follow their entire service journey and optimize every experience. The next generation of customer service CRM does more than just manage support conversations. Kustomer is a company’s single record of customer truth, managing and contextualizing data to drive smarter processes that scale your business, not your headcount,” said Brad Birnbaum, CEO and Co-Founder of Kustomer. “We are honored to be named in the Magic Quadrant for the CRM Customer Engagement Center and to be recognized by Gartner.”

Gartner “Magic Quadrant for the CRM Customer Engagement Center,” Brian Manusama, Nadine LeBlanc, 4 June 2020

Gartner Disclaimer
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About Kustomer
Kustomer is the omnichannel SaaS CRM platform reimagining enterprise customer service to deliver standout experiences. Built with intelligent automation, Kustomer scales to meet the needs of any contact center and business by unifying data from multiple sources and enabling companies to deliver effortless, consistent and personalized service and support through a single timeline view. Today, Kustomer is the core platform of some of the leading customer service brands like Ring, Glovo, Glossier and 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.

 

Get the Most Out of Your Kustomer Contact Data with PieSync

Cloud-based technology has revolutionized the way small businesses work. Nowadays, entrepreneurs can access top platforms without spending a fortune or hiring a team of developers. Next to the dozens of benefits cloud applications offer, there comes a challenge: Not all apps “talk” to each other.

Most business tools collect valuable customer and prospect information in different stages of a customer’s journey. But when the apps you use across the sales process are not communicating, you’re left with the inevitable data silos.

To prevent this problem, Kustomer offers several integrations with leading applications, including PieSync (who by the way is connected with 180+ other business tools).

What’s PieSync?

PieSync is a contact synchronization solution for business tools that works 2-way and in real time. Wait… What? Let’s break it down: PieSync consolidates contacts from multiple cloud-based applications in sync. The “2-Way” means that whenever you add or modify a contact in one app, that update is synced back to the other app, and vice versa. The value of bidirectional syncing is that your data will be accurate across all your apps.

Translation: no more out-of-date contact data and no more import/export!

PieSync in Action

With PieSync, you can enrich Kustomer to create a 360º view with data from your CRM, Marketing Automation, Payment processing platform, etc. PieSync allows you to automatically translate all types of data attributes into Kustomer, providing you with the most up-to-date information. This data can be used in different ways to automate, personalize and prioritize your Kustomer conversations and keep your ticket management organized.

By enabling seamless access to rich data, PieSync allows you to exponentially increase your customers and lead engagement rates. Thanks to its Intelligent Rules, you are able to set up more intuitive and complex conditions to automatically create and update your best-of-breed cloud applications. PieSync also supports field mapping to help you associate information fields, including custom fields.

 

Kustomer in Action

Many businesses around the world are working with more than one business application. Wouldn’t it be nice to create your own ecosystem of best-in-class applications?

By leveraging valuable data from many different data sources, you can create a highly personalized experience for your current and new customers. Not only will you be able to create a more dynamic user experience, but you will also be able to define more efficient Business Rules, conditional branching and multi-step workflows that will allow your team to be more productive.

Some examples:

  • Assigning conversations to specific users or teams based on CRM ownership
  • Prioritizing customers accordingly based on billing information
  • Assigning conversations to the right agent based on language
  • Sending automated responses based on the Contact Type of the CRM
  • Updating customer attributes based on conversation attributes and syncing them to your other applications

Top syncs for Kustomer users

Accounting Apps:

  • Kustomer and Quickbooks
  • Kustomer and Xero
  • Kustomer and Chargebee

 

CRMs:

  • Kustomer and Salesforce
  • Kustomer and HubSpot
  • Kustomer and Copper
  • Kustomer and Pipedrive

 

VoIP apps:

  • Kustomer and RingCentral

 

Check all the apps you can sync with!

Configure a connection between Kustomer and another app

 

Need help configuring your sync? Visit PieSync’s Support Center!

About the Author:

Claudia Martinez is a Digital Content Marketer at PieSync. This tech-savvy communicator and marketing expert, creates awesome content and shares on social media what’s going on in PieSync.

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