Healthcare is a sensitive topic for a lot of Americans. It’s become top of mind for many who have seen loved ones sick. We all want to be healthier and have a better quality of life, but unfortunately customer service in healthcare has one of the worst reputations, and people want to veto the experience all-together.
While doctors, nurses, and all healthcare support staff are busy trying to save lives, it’s no secret they are overworked, and the priority in the patient experience can fall to the bottom of their priorities. It is often a thankless job, but fortunately, there is an opportunity to serve the community in an outstanding way that your competitors are lacking.
Why Customer Service in Healthcare Is Important
Keeping up-to-date with the latest medical advances has always been a priority for the healthcare industry, but this means new technology and the opportunity to improve the administration and patient experience can fall behind. With lives on the line, it’s almost a no-brainer where to invest when trying to allocate limited resources.
However, latest consumer trends and research make the lack of customer experience impossible to ignore. Healthcare is contending with evolving patient demands. People want more out of their experiences. Personalized experiences have become the norm in industries like retail and hospitality. According to research conducted by SalesForce, 69% of consumers say one extraordinary customer experience raises their expectations of other companies, and 57% of Americans say the healthcare industry cares more about their own needs than the patient needs.
Younger generations are prioritizing a better quality of life and they’re not afraid to go elsewhere to get treated the best. In the same Salesforce survey, 83% of millennials wanted a mobile app for health coaching and 79% wanted 24/7 text messaging abilities. Compared with other generations, they are especially accustomed to having their needs met in a personalized way and their customer experience in healthcare has been incredibly jarring.
Common Patient Complaints
Healthcare administration staff might be surprised to know that patients dealing with unfriendly staff is not the number one complaint. Although a rude receptionist can sway their entire experience at the clinic or hospital, the biggest complaints are scheduling difficulties, waiting too long, and confusion with insurance and billing. Unsatisfied patients did rank high in feeling like they weren’t heard and did not think they had enough time with the doctor, but it wasn’t the most outstanding problem.
This provides some good news for those in healthcare. A lot of the problems can be fixed with automation and technology. By hiring additional chat support staff, which tends to be cheaper than hiring in-person personnel, you can also quickly address issues and customer scheduling concerns that can be done outside of the office and in the comfort of the patient’s home.
How to Provide Excellent Customer Service in Healthcare
A patient-centric approach is critical to transforming the overall customer experience. People want a seamless experience and this can be provided to patients by offering various communication touchpoints. You might think good service begins with the people, and you’re not wrong. However, setting up good tools and efficient systems will only make the training process easier and more scalable.
People in the end want to feel like they matter and that their concerns are heard. Doctors have limited time, so this offers an excellent opportunity for customer service staff to thrive. By having the right systems and processes in place, you can collect patient feedback and address it in a timely manner.
Kustomer: The Healthcare Customer Service Solution for You
There are a number of ways Kustomer helps the healthcare industry and their patients. First and foremost is keeping up-to-date with HIPAA compliance so that patient data is safe and secure.
Additionally, through the use of AI, Kustomer automates manual tasks, routes conversations, and answers commonly asked patient questions to help people self-serve before talking to customer service.
Kustomer has developed a handy guide that outlines what consumers expect from the patient experience here. With a survey of over 550 US-based participants, Kustomer uncovered that 79% of individuals say service is extremely important when deciding where to do business. In the guide, you’ll learn how to drive more revenue through prioritizing the patient experience.
If you’re interested in requesting a demo or would like to know more about how Kustomer helps those in the healthcare industry, find more information here.
A business could be doing everything right, but at some point they will receive a customer complaint. It can be easy to place blame on the customer. They might be rude or have unrealistic expectations. But businesses should see the unsatisfied customer as a growth opportunity. Very few businesses actually know how to handle customer complaints in a manner that is both respectful to the customer and shows them that you care about their business. Interested in knowing more? In this article, you will uncover three ways customer complaints are actually a blessing.
How to Handle Customer Complaints
If a customer is unhappy with your service or their purchase, they will likely complain. And it’s more critical than ever to address these complaints. According to Ruby Newell-Legner’s Understanding Customers research, it takes roughly 12 positive experiences to make up for one unresolved negative experience. The same research reveals that 70% of unhappy customers whose issues were resolved in their favor said they would be willing to come back. Not only is it critical for businesses to solve a customer complaint the first time, it can truly sway a customer’s lifelong experience with that brand.
According to an American Express survey, U.S. consumers were willing to spend more when companies provided exceptional customer service. In fact, they were willing to spend about 13% more. However, in that same study, 42% of shoppers said that companies were helpful but didn’t do anything extra to keep their business while 20% thought companies took their business for granted. Furthermore, 59% of respondents said they would try a new brand just for the better customer service experience.
While there’s always room for improvement, customer service provides a huge opportunity for your business to shine. If you can deliver an exceptional customer experience, your business will be able to steal market share from the competition.
A Personalized Touch Counts
The next step to navigating customer complaints is to train your customer service team to handle customer complaints empathetically, ensuring the customer feels valued and important. Businesses must capture customer feedback and respond to the dissatisfied ones immediately.
When a business ignores an unhappy customer, it makes them feel like their voice and opinion does not matter. Writing any wrong shows that the business cares and wants to continuously improve by addressing customer feedback instantaneously.
Active Communication Is Key
Customers are turned off by being kept in the dark. If you’ve received their complaint, acknowledge it and act quickly. The best way to handle customer complaints is actively communicating with your customer and letting them know you’re working on the problem right away. Your customer is already frustrated that things aren’t going their way. Don’t add to the frustration!
It’s important to apologize and listen carefully to what their needs might be. If the problem looks like it may take a few days to resolve, be sure to list out the next action steps and what a resolution would look like. Customers don’t want to wait four days to see if they’re eligible for something as simple as a refund. If you can answer some of these questions right off the bat, it’s going to make your customer feel better about the situation.
Empower Your Support Team to Go Above and Beyond
Support teams have a tough job and their hands are often tied when it comes to how to handle customer complaints. Additional positive touches can be critical, especially when a customer has complained. Can your support team give the customer a gift without having to escalate to a manager? How can you empower your support team to go above and beyond while they are in active communication with an unhappy customer?
For example, The Ritz-Carlton is known for its high-end customer service. The tourism and hospitality company has been able to create a loyal fan base. One of the many reasons they are known for their impeccable service is because they have empowered every employee to provide additional touches to make their guests’ experience exceptional.
If the bellhop, for example, overhears a complaint, he or she is able to take it into their own hands and offer free dessert, or another positive touch point, to that client. They do not have to go to the manager for permission or to escalate the issue. This gives power to the employee to quickly react to a customer’s complaint, and they are not held back by company processes in order to make a customer feel valued.
Connect With Kustomer:
Interested in knowing more about how you can deliver excellent customer service in the modern era? Feel free to download our free ebook about four key ways to deliver on customer needs. You can also check out our free report, What Consumers Expect From the Customer Experience, so that you and your business can begin implementing a great customer experience that goes beyond what your competitors are able to provide.
The world is rapidly changing and that’s good news for businesses in the e-commerce space. In a study conducted by The Global Consumer, more than one-third of global consumers purchased products online at least once per week. This means it’s more crucial than ever to focus on the e-commerce customer service experience.
These new statistics mean there’s a lot of room for growth in the e-commerce sector. If you’re a retailer, one of the most important points of contact for new customers is your customer service team, which means it’s imperative that they’re trained and up-to-date with the latest knowledge and know how to go above and beyond for your customers.
What Is E-Commerce Customer Service?
E-commerce customer service is the act of assisting new or existing online customers when they encounter questions or challenges they may have throughout the customer journey. It is the goal for an e-commerce customer service team to provide a pain-free, digital shopping experience for consumers.
An e-commerce business should look at all the ways a customer would interact with their brand and provide assistance for them throughout the digital customer journey. This could mean answering their questions directly on the brand’s website, via social media, or by telephone calls and emails.
The ideal e-commerce customer service experience means customers are never left hanging — no matter what. If you’d like to improve your customers’ experience throughout the buyer journey, here are four important elements you should be incorporating in your e-commerce customer service strategy.
1. Reduce Redundancies and Customer Friction
According to HubSpot Research, the most frustrating thing about interacting with an e-commerce brand is having to repeat their problem to more than one customer service representative. You can prevent this from happening by incorporating an omnichannel communication strategy that allows a customer service agent to see all the ways a customer has connected and interacted with your brand. Don’t take their problem for granted. If a customer doesn’t feel like you’re able to accurately, and consistently solve their problem, they will look elsewhere for a brand that does.
2. Provide Self-Service Options
Customers often dread having to reach out to a customer service agent. They prefer to find the solution to their problem on their own before having to interact with someone. Some of the cheapest ways to improve the customer experience is by providing more self-help and FAQ documentation for that customer.
If you’re noticing a pattern within your e-commerce customer service channels where customers are asking the same questions over and over, you might benefit from creating additional documentation on the website to help customers get what they need quickly without having to ask for help.
3. Replace the Sales Rep with E-Commerce Customer Service Agents
Customer service agents are wearing a lot of hats in today’s market. They’re not only expected to solve tough customer problems, but they’re also an extension of the brand’s image. They need to know how to best service their customers’ unique needs and personal tastes.
Today’s consumers are turned off by pushy sales reps, but they do love someone who is in their corner and recommending products that are relevant to them. However, it’s a fine balance to juggle these two worlds. It’s important to provide training for your customer service team so they can understand the difference, and learn how to recommend the best products in a way that’s authentic to the brand. Consumers want a personalized experience and you can deliver by having your support team lead them down a path that’s unique and relevant without being seen as salesy.
4. Take Customer Reviews Seriously
Many customers feel like they’re shouting into a void when it comes to delivering feedback to a brand. They’ve taken their time to answer a customer satisfaction survey and, if their feedback was especially negative, often don’t see changes in how the company handles the shopping experience. This is an area where you can really stand out from your competitors.
If you notice a customer has had a bad experience, don’t let their feedback go unnoticed. Reach out to them, offer to make it right, and let them know you value their opinion no matter what. Some of your harshest critics can turn into your biggest supporters if they see first-hand that you value their business and will do anything to make sure they’re satisfied.
Connect With Kustomer:
It can be hard to stand out from the crowd and grab a bigger piece of the pie in the e-commerce market. However, Kustomer is here to help! If you’d like to know more about how to differentiate yourself in the market and improve the agent experience for the customer, you can watch our ondemand webinar here. Delivering exceptional customer service requires companies to empower their team with the tools they need to succeed. Feel free to request a free demo right here and start creating stellar customer experiences today.
In this episode of the Customer Service Secrets Podcast, Gabe Larsen meets with Brad Birnbaum, the founder of Kustomer, to learn how teams can adapt to accelerated growth and advancing technologies. Listen to the full episode to learn more.
It’s All About Building Relationships
Brad Birnbaum has years of experience working in the world of CX, leading companies to excellence with the proper tools. His reason for founding Kustomer is he regularly notices that many companies lack skills in the relationship department. Meaning, that the relationships brands should forge with customers simply are nonexistent. He took note of how customers are treated, many like tickets or numbers and to Brad, this is a big misfortune and missed opportunity. Thus, Kustomer was born. “The thing that we observed was so many companies were not treating their customers like people, right? They weren’t establishing the relationship with their customer that they should.” Kustomer is a customer service CRM platform created to make experiences seamless. Brad explains the three founding principles upon which Kustomer stands. One, to know everything there is to know about your customer and use that knowledge to your company’s advantage. Two, having the correct omnichannel to make it possible for streamlined conversation across multiple platforms. Three, making the agent’s job easier and simplified by removing unnecessary steps with automation.
Start Early with Omnichannel Conversations
For optimal growth, leaders should take omnichannel communication into account when creating and selling a product. The modern customer has various resources such as: email, cell phones, chat bots, and Facebook Messenger as a means of grabbing an agent’s attention. With the communication explosion, adopting omnichannel early on to the CX toolbox is a great practice for service effectiveness, especially since this is difficult to implement further down the line. Brad believes that omnichannel often gets overused and consequently loses its meaning amongst CX leaders. He prefers the term “megachannel” to describe how proficiently the Kustomer platform closes the gap between customer and agent by using multiple forms of messaging. “Which to us means being able to converse with your customers in all the different channels that you support in a seamless, single threaded conversation. Which by the way, sounds pretty obvious, but nobody actually really does and I challenge any of our competitors on that.”
Why You Need Data Automation
The current CX climate is “adapt or die,” as Brad says, which is due to technology advancing at an accelerated rate. Brands that refuse to adapt new principles and technologies simply won’t survive with the modern customer. Antiquated services don’t allow agents to work efficiently, as they often have to copy and paste data across multiple screens. With a CRM like Kustomer IQ, teams have proven to be up to 25% more efficient at their jobs, meaning that more customers are helped and more time and money is saved for the company – a win, win, win situation. “Let the computer think for you. It can do it…Let your systems do the work for you.” Another plus to data automation is fewer accidents made by human error because these platforms gather helpful data and store it for agents to use at any given time. “Having that data to enhance and enrich those support experiences is invaluable, right? It’s necessary, as a matter of fact. Customers expect it.” When CX agents have access to the proper tools and data, NPS scores are sure to skyrocket.
To learn more about how Kustomer can help your business, 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:
The Future is Ticket Free | Brad Birnbaum
Intro Voice: (00:04)
You’re listening to the Customer Service Secrets Podcast by Kustomer
Gabe Larsen: (00:11)
And we are live. Welcome, welcome everybody. We’re excited to get going today. We’re going to be talking about this idea of a ticket for your future and to do that, we brought on CEO and co-founder Brad Birnbaum. Brad, thanks for joining. How are you?
Brad Birnbaum: (00:24)
I’m doing great today, Gabe. How about yourself?
Gabe Larsen: (00:27)
So we’re excited to jump into the topic. For those of them who maybe don’t know you as well, can you give us just a quick background on yourself and a little bit on Kustomer and then we’ll dive into some questions?
Brad Birnbaum: (00:44)
Sure. I’ve spent my entire career building customer service software. Started in the nineties, had a bunch of great companies along the way, a bunch of good exits along the way. Most recently co-founded Assistly, which was a SMB SaaS customer support software. We ultimately sold it to Salesforce a couple of years later and spent a few years in Salesforce and saw the value of their platform. So the aging nature of the technology and the capabilities of the platform and knew the world needed something better, needed something modern. And took all the learnings of these past 20 years, took the learnings of kind of seeing, seeing what archaic products do and realizing there’s just a better way to service and support customers. And that’s what we’re all about here.
Gabe Larsen: (01:29)
I love it. I think you answered kind of my first question. A little bit about why you ended up founding Kustomer in the first place. Let’s jump to the second thing I had on my mind.
Brad Birnbaum: (01:39)
Well, actually, hold on. I think we could go longer. The reason we founded Kustomer is not because of my prior history as much, but it’s the things we observed, right? The thing that we observed was so many companies were not treating their customers like people, right? They weren’t establishing the relationship with their customers that they should, right? As you and I have gotten to know each other over the past year we’ve learned where they’re from and how many people in your family and your likes and dislikes, and that’s just how people form relationships. In businesses and customers, no different, right? And so many of the traditional systems of yesteryear didn’t think that way, right? They treated customers as a single transaction, right?
Brad Birnbaum: (02:25)
They treat them as a ticket and we just don’t believe that’s the right way to do it anymore. So when we created the Kustomer platform, Kustomer with a K of course, we knew we needed to revolutionize that and everything about the product and the platform we created had that in mind, right? How to make the relationship at the heart of the interaction and to know everything about the customer and to be able to understand their likes and dislikes and be able to action that. So for us, Kustomer platform was founded on three principles. One, knowing everything about the customer and be able to use that to have an amazing relationship and support the customer properly. Two, having proper omnichannel. Which to us means being able to converse with your customers in all the different channels that you support in a seamless, single threaded conversation. Which by the way, sounds pretty obvious, but nobody actually really does and I challenge any of our competitors on that. And three, taking advantage of RP, like business process automation and machine learning and artificial intelligence to automate the routine and mundane tasks of a customer support agent so that the agents are able to have those relationships and focus on the important thing at hand with supporting their customers and not go into five different screens and copying and pasting data, doing all those monotonous tasks, which are just not necessary anymore. So we knew we needed to solve all of those things. And in doing so, the Kustomer platform has really revolutionized the way companies are supporting their customers. And we’ve heard this time and time again over the past few years about how C-SAT levels have increased, of how agents are more productive and effective, right? Sometimes as often as 25% more productive than on legacy systems. So it just works. And it makes sense actually, if you think about it.
Gabe Larsen: (04:03)
I like the pillars. I think that’s a nice overview of a ticketless environment. I want to dive into maybe though, just real briefly, let’s do the omnichannel. You touched on that one. What does it mean to be truly omnichannel?
Brad Birnbaum: (04:18)
Sure. So first off, all of our competitors were created before this thing ever existed, right? They’re creating a different generation, a different era. They didn’t really grow up with the need for omnichannel. So it’s not ingrained in their product. And it’s really hard to add after the fact, right? So most of our competitors will say, “If you send me an email, that’ll be a ticket.” And then to have a ticket ID, you get assigned to a particular agent. And if you don’t get a response fast enough, maybe you send them a text or have a chat session and maybe ultimately phone call then. In our competitor’s products, those will all be three separate tickets. They will have three separate ticket IDs. They will possibly, probably be assigned to three separate teams. God forbid you get three different answers when you respond, right?
Brad Birnbaum: (05:04)
Which happens. We call them agent collisions. They happen all the time. And what you got is a frustrated customer because they’re now having multiple different discussions with different people around the same problem across different channels. You’re wasting time, right? Because many of your agents are basically servicing for the same customer and it’s just not a good experience. The way we solved it is all of that will aggregate into a single, what we call conversation. And you can context switch between any of the channels we support. We support an immense amount of channels. And in real time, at the same time, you and I can be on a phone call right now and you can say, “Hey, Brad. Can you just like text me the user, the page that shows me the user on it?” I could just send you a text with that, right? I just want a phone call. How else would I? And I’m texting you in that conversation at the same time. And again, through all of the channels, we’ve got the synchronous channels, the asynchronous channels, the voice channels: WhatsApp, texting, chat message, Facebook Messenger on and on and on, and it works really, really well. And it’s been game changing and it makes you realize, how could you do this any other way, right? It’s like, how did you do it before –
Gabe Larsen: (06:14)
[Inaudible] I think, right?
Brad Birnbaum: (06:19)
Yup. And I will say this, like we probably do ourselves a disservice by using the term omnichannel because everybody’s used the term omnichannel. So it’s like omnichannel, omnichannel. We see it so differently that, as I said, I do think we’re doing ourselves a disservice by calling it omnichannel. I think we should call it megachannel, but whatever we call it, it is different, right? It is different than everybody else’s definition of omnichannel.
Gabe Larsen: (06:41)
Brad Birnbaum: (06:42)
It’s important. Most important, it’s the way your customers want to communicate with you, right? They do context switch as we all communicate with one another, we and the business world, we’ll text and we’ll Slack and we’ll email and we’ll phone call and that’s just normal on a day to day. Even you and I, Gabe, like, that’s how we’ll converse, right? Many different ways. I’m sure we’ve emailed, Slacked and phone call at each other at least once today already, right? Like, and that’s normal and often around the same topic. So it just, it just makes sense when you think about it.
Gabe Larsen: (07:14)
To bring those all together under one roof. Okay, that’s omnichannel. CRM is a loaded term. It’s been used in many different instances. It’s obviously in sales, it’s in marketing, it’s in service. Why do you think CRM is such an interesting and important component of a modern ticket lists and service solution?
Brad Birnbaum: (07:34)
Yeah, well CRM is, the term’s been around forever. People often equate it to SFA, sales force automation, right? Just on the sales front. And I think the more generic definition is not that it’s customer relationship management. It’s how the business interacts with the customers and the data around them. So for us, we absolutely are a CRM system because we have a tremendous, we can have a tremendous amount of data about the customers, whatever the business provides. So if you’re a retailer, very often we’ll have your full customer record. We will have orders. We’ll have information about those orders, perhaps billing exceptions or delivery exceptions, or when it got delivered, you name it. Across the board. Having that data to enhance and enrich those support experiences is invaluable, right? It’s necessary, as a matter of fact. Customers expect it.
Brad Birnbaum: (08:22)
They, when I call whomever it is that I call for support, whether they’re using my product or not, I expect them to know everything about me, or if I call them by cell phone, they already have my number. I expect you to know my profile. I expect you to know I’m calling because I ordered something four days ago and it hasn’t yet been delivered. I can’t find it, right? I don’t want to have to say, “Hey, I’m Brad. Here’s my date of birth and my address. And I’m calling you because you see that order I placed four days ago? I never got it.” I expect you to know that about me. You should. In today’s day and age with computers and data, there’s no reason not to. And that needs to be applied to customer support and customer service. It has to be applied to it.
Brad Birnbaum: (09:02)
It’s expected at this point in time. It’s table stakes. And you’d be surprised how many companies support their customers without that data, right? Where they’re like, “Oh, all right. Let me, I see that you’ve reached out to me and system A. Let me try and look you up in system B. Let me try and find why you might’ve called.” Let the computer think for you. It can do it. Of course it can do it right. Let it do the work, let your systems do the work for you. And for us, CRM is fully understanding the relationship the business has with the customer as I said earlier, and leveraging data to do that. And we’ve got a very, very robust CRM platform. It’s enterprise class in terms of permissioning, object level permissioning, record level permissioning, field level permissioning, who can see and do what to any objects, right?
Brad Birnbaum: (09:46)
And data validations, and really incredible whizzy wave view builders that we call k views. Everything’s with a K. So k views around these objects and being able to action these objects. You can run business process automations on an object. As an example, let’s say it was a shirt and you needed to return it for a larger size. You would see that object in your timeline, you could just hit return on or exchange for a larger size. And one of these automations that’ll talk to all the back office systems take care of that seamlessly. Instead of taking the human, many screens, and many minutes, it takes a computer milliseconds and boom, you’re done. Everybody wins. The customer gets the resolution faster. They’re happier. And by the way, automated so less accident prone. So it’s more likely to be correct. Agents service you faster, as they’re more productive and effective, and they’re not wasting their time on things. Businesses, money, C-SAT levels go up. The agent productivity goes up. It’s just a win, win, win across the board.
Gabe Larsen: (10:40)
Yeah, well it definitely feels like it’s different than CRM. Maybe you’ll get that KRM. Maybe you’ll be able to rename –
Brad Birnbaum: (10:45)
One day, one day, we’re going to coin KRM.
Gabe Larsen: (10:48)
Well, let’s go to AI. One of the things people are talking about a lot as we move into this next generation of customer expectations is the automation side of the house. It’s the data side of the house. How does that create that modern service experience and how does it eliminate the ticket?
Brad Birnbaum: (11:05)
Well, in the spirit of knowing everything about the customer and understanding all the ways you like to communicate and having that omnichannel communication, you want to take advantage of machine learning and artificial intelligence in several ways. One way might be for deflection, right? Customer reaches out through email or text, or any of the asynchronous messaging channels. We have an amazing chat bot and we want to be able to take advantage of that, right? So try to service the customer through a chat bot, right? It could be a simple search in our knowledge base and deflection could be more advanced, full chat bot experience where you’re actually conversing with the chat bot. And then that ultimately gets to leverage the CRM data that we know about you, to say, “Hey Brad. We noticed that you ordered a shirt a couple days ago and had it delivered this afternoon. Is this what you’re reaching out about?”
Brad Birnbaum: (11:55)
You say, “Yes, it is.” And then it’s like, “Cool. We noticed it’s set to be delivered tomorrow. Anything else we can help you with?” “No, thank you.” Boom. That’s a pretty incredible experience and one that we all expect nowadays. But then you can do other forms of AI right? We have customers that use machine learning for routing, right? To make sure the right customer, the customer gets to the right agent, right? Sometimes their businesses are so segmented that different agent teams can’t really service all customers, right? They’re only training with certain capabilities and we’ve got some customers using the machine learning capability of our platform to make sure that the customer conversations get to the right group of agents regardless of how they might’ve self-selected. The machine learning is way better than that. And we’re seeing it with incredibly high success rates in the mid to upper nineties of high levels of accuracy. So really great stuff.
Brad Birnbaum: (12:44)
Suggesting responses. Once a day, if an agent is engaged with the customers, suggesting response, which for us is also the next action, right? So you can suggest how to respond to the customer and are using what we call shortcuts. And our shortcuts do a lot of different things, right? Not only do they send texts, but they can even do actions in our system. And you do that and it does categorization, classification. So there’s so many things that you could use with intelligence, with machine learning and AI. And we’re just touching the tip of the iceberg with what we’re doing in the customer platform. As a matter of fact, we’ve rolled out an entire offering, which we call Kustomer IQ and it’s going to be pervasive through our entire product offering. We’ll see it in predicting reporting trends. You’ll see it potentially one day in helping analyze fraud. There’s so many potential use cases, but right now, we’re working on various forms of self service, various forms of incredible chat bots, various forms of making agents more productive.
Gabe Larsen: (13:44)
Yeah. Well, we hit a lot of topics today. I want to see if we can get kind of a summary from you. Obviously consumer expectations have changed. People are frustrated with ticket-based systems. Today was all about a ticket-free future. If you think about leaders who are really trying to up their game when it comes to customer service, what do you leave them with today?
Brad Birnbaum: (14:04)
Well look, the world is changing faster than anybody, any of us ever expected, right? The pandemic has increased the rate of digital transformation by many, many, many orders of magnitude. We’ve all seen the charts. Some say it’s digital accelerate. Digital transformation accelerated five years like that. We’re seeing e-commerce, the drive to e-commerce move at rates completely up. Just nobody thought it could ever happen at the rate of increase that’s going on. So you’ve got to adopt your business, right? Business is moving online faster than ever. We’re seeing so many traditional companies converting to almost becoming modern, direct to consumer companies. You have to adapt, right? It’s kind of adapt or die, right? You have to adapt. And that is how you do business in every facet of how you do business. Customer service is of course a critical part of it, right?
Brad Birnbaum: (14:51)
You can have a great product, but poor customer service, and you probably will not have repeat customers. You won’t have customer advocacy and in the end you probably won’t win. So you can’t have a great product without great customer service and why not take advantage of the most modern ways to do so and the best tools to do it. And you need to really rethink that, right? And the world has evolved in so many ways, why shouldn’t the way you support and service your customers evolve?
Gabe Larsen: (15:15)
I love it. Well, Brad really appreciate you taking the time. Everybody, this week is make the switch week. We are empowering leaders who have been frustrated with these ticket-based systems, upgrade to a modern customer service CRM. So Brad, thanks again for joining. For everybody else, have a fantastic day.
Brad Birnbaum: (15:32)
Thank you all. Have a great day.
Exit Voice: (15:40)
Thank you for listening. Make sure you’re subscribed to hear more Customer Service Secrets.
To facilitate more meaningful, long-term customer relationships, companies must focus on implementing solutions that offer both valuable and seamless support. With customers relying on agents to support their entire pre- and post-purchasing journey, there is a clear opportunity to optimize the customer experience by leveraging critical insight and assistive technology.
By equipping agents to support complex interactions and promote more proactive communication, companies can secure loyal customers that drive bottom-line results and prompt consistent growth in revenue.
Focus on Omnichannel Support
To operate in the digital era, companies must be equipped to support an omnichannel experience. With customers spending more of their personal time validating their purchases with pre-transaction support, they require access to agents who can effectively understand their entire contextual journey. By focusing on an omnichannel approach, companies can work to better understand their customers intentions and adapt support as needed.
According to Gabe Larsen, VP of Marketing at Kustomer, “Omnichannel support can often seem intimidating to businesses because they think they need separate teams to manage these separate channels through separate systems. Your customer data is powerful, but it often lives in other disparate systems making it a challenge to provide a complete picture of your customers. You need to implement a support solution that unifies that data and makes it easily available and actionable for your support team. And since your omnichannel strategy connects all your channels, data on customer interactions travels with the customer and moves as easily between channels as they do.”
As customers continue to utilize different channels, switching between self-service options, live chat, and traditional phone service, it becomes necessary to gain a line of sight into every aspect of the overall journey.
Additionally, when customers increase touch points by requesting support pre-transaction, companies must work to identify these moments to piece together a 360-degree view of the customer later on.
To achieve a more seamless approach, companies must implement Al solutions that ensure flawless escalation and increased efficiency. With modern Al technology, customers using a chatbot service can be swiftly routed to the most qualified agent to receive individual support. By pinpointing the exact moment of frustration or inefficiency, Al works to seamlessly adapt to the customers’ momentary needs, while providing the agent with the necessary contextual information to adequately handle the case.
Once agents gain access to this in-depth customer insight they can more effectively handle the unique influx of questions and services they are currently expected to provide. Companies can then work to provide a simplified experience as customers effortlessly switch between channels without ever having to repeat their inquiries.
Says Ryan Patchitt, Customer Experience Manager at Waldo, “Having that 360-degree customer view, it allows the agents in one click to have an understanding of, from the beginning, from that first order that the customers had with us, has there been any pros or cons throughout their journey? When looking at that, it allows the agents to say, ‘you’ve been with us for X amount of time, we can see that you needed your contact lenses now, a month ago, you seem to be running out at this time of the month, why don’t we change your plan to this?’ and it really helps the agents get a more personalized experience for our customers and it also saves a lot of time which is great for us.”
Once agents can effectively handle a more seamless flow of interactions, they can work to provide the more personalized and empathetic version of support customers are currently seeking.
We know customers do not want to be treated like a ticket number; they want agents to consistently recognize them on every platform and actually understand their intentions and goals. Identifying the customer is one thing, but providing meaningful and personalized support at every touchpoint takes a more comprehensive approach.
This level of support requires access to detailed customer data to go beyond simple recognition and support complex, meaningful interactions. Additionally, it demands streamlined back-end processes to allow agents to direct their focus on the most substantial cases.
“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,” says Gabe Larsen, VP of Marketing at Kustomer.
To leverage comprehensive customer data, empower agents with Al tools like customizable insight cards that curate the context and tools needed to facilitate an interaction. With this technology, agents can process returns, issue credits, or rebook reservations all in a single platform. This keeps the most critical information in one place, allowing agents to focus on each interaction by avoiding distracting searches and inefficiencies. Additionally, it allows agents to more effectively act in an advisory role, recommending new products and services that may align with their value-driven mentality — increasing potential revenue opportunities.
To learn more about how to transform your contact center into a profit center, download our latest report produced in conjunction with CCW, right here.
It’s 2021 and your CX team can do a lot more than solve customer problems. They have the unique opportunity to invoke positive feelings within your customers — feelings that can help develop stronger, longer lasting relationships. Whether you’re a B2B, B2C or D2C business, focusing on nurturing customer relationships will pay dividends. Read on to learn three ways your team can develop beyond problem solving to increase customer loyalty and lifetime value.
1. Nurture your customers by treating them as individuals.
To treat customers as unique individuals, you first must learn about them and use what you learn during service interactions. Let’s start with the first thing you typically learn about someone: their name.
According to the Washington Post, “A person’s name is the greatest connection to their own identity and individuality. Some might say it is the most important word in the world to that person … When someone remembers our name after meeting us, we feel respected and more important. It makes a positive and lasting impression on us.”
Are you collecting customer names today? If yes, your CX team should be calling customers by their name as often as possible. With the combination of Kustomer’s dynamic text and shortcut feature, CX agents can automatically insert customer first names into responses. This saves ample time for agents and leaves a positive impression on your customers.
2. Collect enriched customer data to enable a tailored CX experience.
To nurture is to care, and give attention to, someone or something that is growing or developing. The relationship your customers have with your brand on an individual level develops over time. Your CX team can and should adjust it’s approach to reflect those different stages. It’s clear: CX teams excelling in this category do so because they’re enabled with data. If one of your highest spending customers comes into the support queue, treating them like the VIP they are would make for a fitting experience. Being able to identify which customers fall into this segment is where enriched customer data comes into play. This approach can be reimagined for any kind of customer segmentation that aligns with your business.
3. Use a customer timeline to optimize agent communication.
As your relationships mature over time you’ll develop a history with your customers. With the Customer Timeline within the Kustomer platform, you’re arming your agents with that rich history. By adding tracking events you can further enable your CX team to tailor their communication to fit the customer’s profile as well as where they are on their journey with your brand. Whether that be giving a new customer a warm welcome or seamlessly picking up an older conversation right where it left off, your team has the tools at their fingertips to personalize interactions and build lasting connections.
Nurturing your customers for life long relationships starts with a human-centric approach, and that’s why Kustomer was built. Customers are humans we’re interacting with — not tickets. Want to learn more about how to deliver a customer-first support strategy? Download our guide right here.
When it comes to building a successful customer service organization, you always want to start with defining your business outcomes. So the first question becomes: what do you want to achieve? Is it increased customer loyalty? Increased revenue? Incremental customer growth? Without understanding your ultimate end goal, knowing a customer’s history may seem unnecessary. But as soon as you identify your goal, it’ll become clear that your organization won’t be successful without access to customer history, and you’ll instantly know what about the customer’s history is most valuable to understand.
Let’s think of customer relationships more broadly. What is the first thing that comes to mind when you think about building a relationship with a new friend or significant other? You’ll most likely want to learn about who that person is on a deeper level. This helps you understand why they make the decisions they make, what their habits are, and more generally, who they are as a person.
You should follow that same mindset when it comes to your relationships with customers. The way you approach a customer varies depending on the type of business you are in. Whether it’s B2C or B2B, both are equally as important. Your customer is purchasing from you for a reason, and it would be a missed opportunity to not understand why. An inadequate view into this information will disrupt your team’s ability to create more meaningful interactions that will leave a lasting impression and keep valued customers.
Customer History for B2B Organizations
If you are in the B2B space, you know how much of an investment, in both time and money, your customers are making by switching over to your business. Clearly, the previous provider didn’t work for them, and if you never bother to understand what their pain points were and why they have moved over to you, you’ll end up making the same mistakes, likely resulting in churn. It is incredibly important to always identify customer challenges, map out how to solve them and ensure that you are delivering value at every opportunity. At the end of the day, if your service still can’t solve some of the pain points they have presented, the relationship might not make sense and it’s better to set proper expectations right at the forefront. People yearn for trust and that goes hand-in-hand with powerful and effective business relationships built on a collaborative plan that sets out to overcome obstacles. This can only happen when you understand and have access to, your customer’s history.
Delivering on B2C Consumer Expectations
In the B2C space, younger generations are continuing to trend towards higher expectations from the brands that they engage with. They are looking for easy access, real-time information, and proactive approaches that make their day-to-day easier. Customer service in today’s digital world is what makes you stand out from your competitors. Knowing your customer’s purchase history, loyalty status, preferences, or even sentiment with your brand, allows you to treat them with higher levels of service, increasing customer loyalty. This, in turn, makes your own team’s lives easier and helps to prevent fatigue. Arming your team with such valuable information allows them to act quickly and spend less time tracking down information, which grants them more time to think creatively and respond more thoroughly.
Whether you are working with a business or you are engaging with individual customers, knowing a customer’s history will allow you to avoid the same mistakes or disruptive experiences they have been faced with in the past, and build long-lasting, lucrative relationships.
If the past year has taught the CX world anything, it’s that building and maintaining customer relationships is the key to survival during tough times. In fact, according to recent Kustomer research, empathetic customer service was the most valued customer service attribute during the global pandemic. Unfortunately, many companies are still relying on ticketing systems like Zendesk, where each new interaction is treated as a separate event handled by different people across a variety of siloed platforms. This old model of customer service makes it nearly impossible to personalize a customer’s experience and treat them as a valued individual, with thoughts, feelings and feedback.
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 empathetic, proactive and relevant service, leading to lifelong customer relationships. Before switching from Zendesk to Kustomer, Amy Coleman, Director of CX at Lulus.com, felt the humanity of customer service was being lost.
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. By leveraging automation for tedious and analytical tasks, customer service agents can provide customers with prompt and personal customer service at scale.
Eric Chon, Community Support Manager at Zwift, 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.
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, personal support. 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.
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. And with the right technology in place, delivering on consumer expectations and building lifelong relationships is within reach. 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.
It’s time to say goodbye to ticket management, complex searches, and legacy CRMs that frustrate customers and agents. Wow your customers with effortless, personal conversations across all channels. Learn more about how making the switch to Kustomer can be a game changer for your business here.