archive

Kustomer + Jeannie Walters: How to Create an Omnichannel Journey

On the latest Conversations with Kustomer Podcast, we discuss creating an emotionally impactful omnichannel customer journey in an increasingly fragmented service and support landscape.

We sat down with Jeannie Walters to learn the ins and outs of building a memorable customer journey. Jeannie is the CEO and Chief Customer Experience Investigator of 360Connext. 360Connext specializes in qualitative, human evaluations of the real customer experience through a process called Customer Experience Investigation (CXI). Jeannie is also a Co-Host on the Crack the Customer Code Podcast.

Emotion colors every experience we have—whether we realize it or not. Is there a place you shop just because the people who work there are really nice? Or because you’ve had a positive experience in the past with the brand? Maybe there’s a coffee shop or a bookstore where you end up spending way more than you set out to just because of their warm, friendly experience.

How can customer service and support teams spread that positive feeling when customers are contacting them over the phone, over email, over chat, and across all of these channels and more? It definitely isn’t easy, but it is very possible.

Listen to hear our answers to these questions:

  • What is the process of mapping the customer journey?
  • How do you retain your customers’ trust?
  • How can customer experience professionals use empathy while designing the customer experience?
  • When should you rely on data to design your journey, and when should the process be more intuitive?
  • How can you deliver a personalized experience for each customer?
  • How can customer support organizations improve the experience more proactively?
  • How is this process of mapping the customer journey different for B2B versus B2C brands?

For the latest from Kustomer, follow us at @Kustomer on Twitter.

What Is It Like to Work on the Product Team at Kustomer?

If you’re interested in joining the Kustomer team, check out our Careers Page.

What is it actually like to work here at Kustomer? We’re going to help answer this question in a series of interviews with folks from every department to tell you about their unique experience, and how it applies to anyone looking to join our team.

Here’s Peter Johnson, VP of Product at Kustomer, to share what it’s like to build our powerful platform for customer experience:

Q: What is unique about working on and building the Kustomer platform?

PJ: We get the chance to totally challenge the status-quo in the support space and re-imagine what a modern CRM should look like. We get to ask questions like, “Could ticketing be done better?” or “How can we improve on legacy routing models?” These are old problems being reimagined in modern tech, and we’re at the forefront of them.

Q: What skills and programming languages do we recommend applicants know and use on our team?

PJ: Project Managers and Designers don’t need to be able to code at Kustomer! Though it doesn’t hurt to know HTML/CSS or Javascript. I think the most important skill is being able to learn quickly. Yes, having previous experience leading a dev team, designing in Sketch, working in Agile, etc. are all helpful traits. However, the best PMs/Designers are open-minded, data-driven, curious, and genuinely give a shit about the products they design.

Q: What features are the product team most proud of?

PJ: Many come to mind: Obviously the Customer timeline, Synchronous and Asynchronous Chat Product, and Chat Conversation Assistant are highlights. Though I’d say that I’m even more amazed at what we were able to ship considering how quickly we shipped it, with such a small team, and in such a short timeframe.

Q: How does Kustomer set up its Product team for growth and success?

PJ: We try to inject data into the decision-making process as much as possible—both qualitatively and quantitatively. Existing customer feature usage metrics, as well as feedback, are extremely important in our future feature decision-making. There’s a quote I love that says “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”

Q: If you had to describe the Product team in one word, what would it be?

PJ: Kustomer. We commonly use the phrase “Don’t just talk about it, be about it.” At the end of the day, no phrase or one word sums up our team better. The results our team’s hard work and output can be seen in the Kustomer product.

Q: What kinds of things does the Product team do as a team outside of work?

PJ: A few recent events we’ve done: a ping-pong outing at Fat Cat, lunches in Bryant Park, drinks at the Pennsy—we definitely have a lot of fun as a team.

Q: Where have other members of the Product team worked in the past?

PJ: Social networks, CRM software companies, real estate management software, health startups, video chat software, and more.

Q: What are some of the benefits of working at Kustomer?

PJ: Beyond things like great health insurance and snacks, I’d have to say ownership. You have the chance to design and be a part of launching a totally original product that has your fingerprints on it, and is used by thousands of people every day. It’s a really satisfying feeling to own a product end-to-end.

If all of this sounds makes you think, “Wow, Kustomer sounds like the kind of place I want to work,” then we have some good news. We’re growing fast, and are hiring for our Product team in our NY office RIGHT NOW! If you’re interested in joining our team, apply directly here.

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

In our CEO and Co-Founder Brad Birnbaum’s latest piece for Forbes, he dives deep into the theory and practice of proactive service.

How can you prepare your service organization to anticipate your customers’ desires in order to deliver an experience that defies their expectation? We’ve outlined some steps you can start taking 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’re gathering and storing all of the relevant customer information, you can act on it with a combination of well-trained employees and specific features within your software platform. Once 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.

Get more advice on delivering proactive service from Brad’s piece in Forbes.

Live Chat: What Does a Modern Solution Look Like?

When organizations are considering a chat strategy, there’s a common debate over whether live chat or a messenger app is the right method to use for client communication. Both models have pros and cons, but technologies have evolved to make a hybrid approach not just possible, but effective. By blending both models together, you can test, collect feedback, and grow—and new tools make it easier than ever to take the best from each approach.

Read about Kustomer Chat’s new features here.

But before we define the benefits and drawbacks of each, it’s important to define the difference between “Synchronous” and “Asynchronous” messaging.

Synchronous Messaging:

This is commonly associated with “Live Chat”, where a customer can only maintain one chat “session” at a time with an Agent. These conversations only exist for as long as the customer is active or at least one agent is online.

Asynchronous Messaging:

This is commonly associated with email, social media, or SMS messaging. Within these channels, neither the customer nor the agent communicate in real time. This means customers can start a chat and come back to it an hour later without worrying about ending “sessions”.

What’s wrong with Live Chat?

Chat used to be confined to a website, where customers would wait for an agent to become available. If they got disconnected or refreshed the page, the session would end. To keep customers from waiting after sending their chat message, many organizations would disable the chat experience on their site whenever agents weren’t available. Once connected to an agent, customers would have to stay confined to their desk chairs chatting back and forth until they resolved their issue.

The Old Version of Live Chat: Pros and Cons

  • PRO: Customers get instant replies and immediate feedback, which sets that expectation going forward.
  • CON: The “session” philosophy means a customer can’t message you from their computer, and then respond to you from their mobile phone.
  • CON: Normally works based on “agent availability” meaning that if agents are maxed out or not available chat is removed, and you are asked to leave a message or worse, the website hides chat completely.
  • CON: Missed/Dropped Chats immediately stop a conversation and require everyone to start over.

Why Have Messaging Apps Replaced Live Chat?

With the introduction of smartphones, app-based communication shifted customer expectations. They could open an app, click “contact support”, and start a conversation, but didn’t have to wait around for a reply. When a reply did come, they’d get a notification to check it and keep the conversation going. This allowed customers to move freely from a desktop to their mobile app if they needed to get up and grab a coffee, for example. The ease of use across any device lead to a natural shift from the need to be “live” to customers becoming accustomed to asynchronous messaging within third-party apps.

Asynchronous Messaging App: Pros and Cons

  • PRO: Customers can start a chat from their computer and finish it from their smartphone.
  • PRO: The app is always available as a means to collect and store customer issues while “offline”, which agents can follow up on later.
  • PRO: Past chat conversations can be stored and replied to for context.
  • PRO: Customers don’t expect instant replies.
  • CON: Conversations are never “closed”, making it hard to measure agents on that metric.
  • CON: Conversations with customers are dragged out over a longer period of time, slowing down resolution times.
  • CON: Customer can always reply to old conversations, which can make it harder to follow up and provide timely or quality support.

While asynchronous messaging has become more popular, there are some great concepts that underlie Live Chat functionality, like using Agent Availability to set expectations. Instead of completely removing the experience of chat from your site when agents aren’t available, you can collect customers’ info and issue, and then pass them to another channel for follow-up—setting the expectation that a reply will not be live.

Modern Chat Gives You the Best of Both Worlds

Ideally, you can bridge the gap between these kinds of synchronous and asynchronous messaging by providing a customer the ability to chat live with an agent, but maintain an asynchronous state when agents are not available or over-capacity by shifting the conversation to channels like email or text messaging or setting expectations about your reply times.

Customers need a fast response to get an answer or complete a sale—like asking about clothing sizes on a retail site—but you can’t always provide 24/7 communication. That’s why your chat tool needs to evolve to combine the best features of synchronous Live Chat and an asynchronous Messaging App. Kustomer chat is always on, allowing you to set business hours so that customers have the right expectations. That makes it easy to provide synchronous chat when agents are available, and asynchronous when they’re not. The history of every conversation is saved across platforms, so it’s easy for agents and customers to move from platform to platform for a fully omnichannel chat experience. The option to close conversations makes chat support more efficient and easier to manage and measure, and because everything is tied to the customer, agents have all the necessary conversation when they start a new one. Modern chat solutions meet the expectations of your customers and the needs of your business—and with Kustomer Chat, you can deliver the best possible chat and messaging experience.

Kustomer’s Chat makes it easy to deliver the experience that’s right for your team and organization. To learn more about our latest additions to our chat offering, read our product update here.

Conversations with Kustomer Podcast: How can Marketing and Customer Support Create a Consistent Experience? Featuring Sue Duris

As Customer Experience overtakes product and price as the key differentiator for many brands, it’s increasingly important that all parts of the organization work together to deliver seamless communications and service.

Our Director of Marketing Chen Barnea sat down with Sue Duris, Director of Marketing and Customer Experience for M4 Communications and a leading CX strategist, to discuss the evolution and importance of CX for B2B and B2C companies across verticals. While their chat covered a lot of ground, we’ve highlighted some of the key points below.

Investing in CX pays off. This is especially true if you’re a leader. According to a Temkin report, CX Leaders see a 17% compound average growth rate, versus 3% for laggards. Customers that receive a great experience are likely to purchase again, and 11 times more likely to recommend a product or brand.

Consistency is key, especially for retail. But it’s also very important for B2B organizations too, especially those with a long sales cycle. Both kinds of organizations need to have a C-suite that is championing that vision of the customer experience and explaining why it’s so important to rally behind it, and how everyone fits in. Without that commitment, alignment, ownership, Customer Experience initiatives just won’t work.

CX is not a shiny new toy. You need to have a strategy and purpose for tackling CX. It can’t be done piecemeal, either, with the Contact Center pioneering an initiative, but then the experience dropping off once a customer contacts Sales or Marketing. Inconsistency is one of your greatest enemies to a great experience.

Don’t neglect the employee experience. Engaging your employees and communicating what your experience should look and feel like is crucial. They’re the ones who are making that experience a reality. It takes more than just surveys. You need to speak to your employees in person and get qualitative insight, backed up by hard metrics. Once you can take those insights, build them back into your experience, optimize your CX, then look for insights again, you can create a closed loop of constantly improving experience.

There are three kinds of metrics. Metrics based on perception, description, and outcome. Perception-based metrics are about your experience and how your customer understands it. They include metrics such as NPS, CES, and satisfaction. Description metrics are based on observable events, like FCR and AHT, and ensure you’re being efficient and effective. And outcome metrics are things like how many customers renewed their contracts or upgraded their package. Bottom line: you need all kinds of metrics to cover the entire scope of experience.

Experience is a mindset. It’s more than just a strategy or process. It’s who you are as a company, and as individuals. Customer centricity needs to start before a prospect even knows about you—it’s in your bones, your culture, and it’s how you truly create consistency. Maximizing Customer Lifetime Value is the goal of any CX effort, and the only way to do that is to have a mindset where you’re putting your customers first.

Start small. If you haven’t invested in CX at all, you can always begin by sending out an NPS survey and segmenting customers based on that score. From there, you can work in more complex layers of metrics and build up your understanding.

This is just a taste of the wide-ranging discussion on the podcast, so if this sounds relevant to your needs, be sure to have a listen.

To learn more about how Kustomer can help you deliver a more consistent and effective experience, request a demo with the form below!

What Is Conversational Service—And Why Is It the Latest Trend in Customer Support?

You may be hearing about “conversational” support, and we’ve previously discussed some examples, but let’s pin down what it really means in practice. Conversational support, service, and experience are methods of helping customers that focus on building a long-term relationship, rather than resolving a series of issues. They use context and conversations to make it easy for customers to get help while allowing agents to provide more personalized support at scale.

Read our full whitepaper here.

Imagine trying to build a friendship with someone new if you had to ask for their name, address, and a list of interests every time you interacted. They’d be understandably upset that you couldn’t remember anything about them. And you wouldn’t be able to build a relationship if you start from the ground up with every conversation. Ease of communication and connection are starting to raise customer expectations, and they increasingly expect the same treatment from brands as they do from their friends.

Delivering this level of relational support might have been impossible at scale even a few years ago. But technology is catching up to the expectations of customers. By integrating systems and channels, and empowering agents to build relationships, every company now has the ability to deliver conversational customer support to every single customer.

So, what constitutes conversational service?

Omnichannel Outreach

With so many support channels available, the variety can be overwhelming. Instead of putting that burden on your customers, why not implement an omnichannel support solution and let them reach you on their preferred method—whether that’s email, live chat, Facebook Messenger, Twitter, mobile app messages, voice, or any other option you offer?

Traditional transactional support treats each new contact through a different channel as a different incident. Help desks allow agents to “merge” these transactions into one, but agents have to locate the tickets and information frequently gets lost between multiple systems.

When using an omnichannel support system, it’s easy for customers to contact you on their end while the conversation continues between channels, ensuring sure all the relevant information stays in one place.

An Integrated View

Understanding how customers have come to land in your queue is a big part of conversational customer support. Context is key to helping customers effectively. Pulling context from other systems, including your own product or storefront, makes it easy to see what’s going wrong, or even jump in proactively.

For example:

  • Does the customer have an order being delivered? What’s the current status of the shipment?
  • What other products have the customer purchased? Can you suggest something that fits their previous history?
  • Does the customer have a quarterly business review or renewal coming up? Should sales be pulled into the conversation?
  • Has the customer searched the knowledge base already? Have they read relevant documentation, or would that be helpful to send?

Creating a support environment that allows for ongoing conversations and a 360 view of the customer, rather than one-off phone calls or email tickets, enables you to build better relationships with your customers.

Building Rapport

It’s not always what you say—it’s also how you say it. Most people already have a good idea of what a conversational tone sounds like. It’s friendly, engaging and polite. There’s no lecturing or academic business-speak, and it doesn’t sound robotic. It’s easy to follow, and when you read it out loud, it sounds helpful and natural.

Because conversational customer support helps build relationships, you might see the same customers coming back time and time again for support. You’ll have their previous conversation history available, so feel free to ask them how their last trip went, how their daughter liked their new shoes, or wish them a happy birthday—as long as it’s professional.

Moving beyond a dry, transactional tone helps break down walls between you and the customer.

To recap:

By taking a more conversational approach, you can win over customers with an experience that feels personal, intuitive, and informed by what they really want. In essence, conversational service is how you can help your agents and your brand act and feel more human.

Whitepaper: From Transactional Service to Conversational Experience

The best way to implement conversational customer support effectively is with a tool built to handle it. Whichever one you choose—Kustomer or another option—you need a full view of the customer, omnichannel capabilities, and full agent empowerment. With that, your team can finally deliver a modern, meaningful customer experience. To learn more about how Kustomer can help deliver a conversational experience for your brand, request a demo below:

Kustomer Localization is made for Global Teams

Many customer service teams today have to support a global customer base. Kustomer has launched Localization, a suite of features that allow you to easily detect, respond, and provide help to a multilingual customer base. Customers and support teams deserve an seamless experience in their respective language, across any channel.

Whether you service customers around the world, or have a team that communicates in multiple languages, our localization features will help you provide personalized customer support. We focused on developing features that make teams more efficient as well as automating tedious tasks associated with providing multilingual support.

Automating Language Detection

 

When your customers contact you, Kustomer is now able to automatically detect the language of the message using Amazon Comprehend dominant language detection. Oftentimes a new message will require your team to have to identify the language, and then assign it to another team or agent. This manual triaging by language is time consuming and ineffective. Automating the language detection for inbound messages allows you to route conversations to the correct team or agent, providing quick reply times. When language detection is enabled, you’ll also be able to get sentiment analysis in multiple languages, helping you to better understand your customer. Language detection will allow agents to work more efficiently by automatically sending messages and displaying Knowledge Base articles in the customer’s’ own language.

Making Translation Easy

We focused on making processes as time-efficient as possible. One of the Localization features that enables this is Snippets. Teams can easily insert translated content into messages, email templates, and Knowledge Base articles. Let’s say you want to provide your agents with an automatic response to questions about returns. You can quickly create a snippet for “return policy” with corresponding translations for languages you want to support. Then, when your agent uses a shortcut with the “return policy” Snippet, it’s automatically translated based on the customer’s language. Adding in personalization is easy too, just combine Snippets, Shortcuts, and Dynamic text and your agent is fully empowered to provide quick personalized support in the correct language.

Enabling Agent Adoption

It’s not just your customers that are global. Many support teams are based all over the world, and it’s important that users can access and use Kustomer in their native language. Unlike other tools where translations are limited to certain features and interfaces, in Kustomer you’ll have full access to language translations across all our features and the user interface. The user interface can be used in over 51 languages (both Right to Left and Left to Right). See a list of all available languages in Kustomer.

For more information about Localization and its included features, check out this article.

Scale Your Online Marketplace Faster Through Customer Support

The Marketplace model is exploding in eCommerce, so much so that it’s taking over entire industries. By 2025, it is estimated that Marketplace companies could account for $335 billion of revenue globally. If you’ve used Lyft, ordered from Amazon, gotten a late night snack through Seamless, or stayed in an AirBnB, you’ve participated in a Marketplace transaction.

With the Marketplace model comes unique challenges. Managing a Marketplace business where you don’t own all the pieces increases the complexity of delivering support. Imagine a Marketplace that connects boutique shop owners with customers around the world. If a shipment goes missing, who owns that mistake? Who does the customer communicate with? Who ultimately fixes the problem and makes sure the customer walks away happy?

Successful Marketplaces know that a great Customer Experience isn’t just about delivering a product. Everything comes down to supply and demand. To really succeed, you need strong relationships with both buyers and sellers. The best Marketplaces elevate everyone’s experience. The necessity of managing so many relationships adds to the complexity of delivering great support in a Marketplace environment.

The Complexity of Marketplace Support

Most support solutions are designed for 1-1 interactions. Traditionally, companies focused only on the relationship with the end customer. For Marketplaces, there’s more to it. You have the Marketplace team talking to their vendors, who are talking to their customers, who are also talking to the Marketplace—all with their own workflows.

Slice, a Marketplace for pizza, has experienced this challenge firsthand. Pizza shops want to know when their customers complain. Slice Customer Support handles complaints from both the hungry customers and the pizza shops. Cody, Director of Product at Slice, says “We have to interface with many restaurants, who all have different workflows that we need to accommodate. Our team wants to provide service that allows them to run their business better, not just answer their questions.”

Our tools often shape the way we work, but most tools aren’t built for this. Most systems aren’t designed to support so many complex relationships and that can contribute to a poor end-user experience.

Ultimately, managing the Marketplace means ensuring a consistent experience for the end customer. All the complexity behind the scenes shouldn’t make it more complex for the customer to get problems resolved. Customers shouldn’t need to know how your business works, in order to do business with you.

Building Relationships, Not Transactions

Multiple relationships mean a complex data model. A simple transaction like a return or exchange means communicating with a multitude of systems, many that might not even be owned by your company. From package tracking to conversation management to inventory updates—support teams are on the hook for a ton of moving parts. And they have to search for the correct information across these many disconnected systems.

Usually resolving an end customer concern means logging into several point solutions. Support team members will look up shipping numbers in one tab, confirm inventory in another, all while reading customer conversations in another help desk screen. Support teams are overloaded with transactional systems, instead of focused on relationships.

Relationships are built on a shared history. Knowing the past experiences of buyers and sellers means that support teams can provide proactive, helpful advice. Getting this data into one place empowers support teams to build stronger relationships with both vendors and purchasers.

We need to focus our data models around the one thing every transaction has in common—the end customer.

To visualize what this data model looks like, imagine pulling up a support conversation with an AirBnB customer in your help desk. If you’re only looking at the customer’s history, you’d see their past reservations. That’s helpful! But you’re missing part of the picture—you also need to view past host bookings to see if there’s a history of issues there. Only by connecting to both the buyer and seller can you truly understand the source of the issue.

Supporting Multiple Stakeholders

When supporting a Marketplace, there’s so many stakeholders involved, both inside and outside the organization. Vendors want to know customer concerns, Marketplace support teams want to improve their own service and product teams want insights to improve too. Like Slice, all businesses want to provide value to their vendors.

Thinking beyond the individual conversations with customers, you need a data model that delivers insight on both buyer and supplier behavior. Lyft drivers want to know what riders say about their experience. They also want to know where the most profitable ride requests come from, and how many riders they can expect to serve in a day. The Lyft product team wants to know what tasks trip-up customers when booking. And the support team wants to know when things go wrong so they can staff their contact center effectively.

That’s a lot of information to sort through and deliver to the various stakeholders—but there are even more valuable insights to glean if you’re able to identify issues early on.

With a platform that’s designed to help businesses unlock the data that’s being collected in support conversations and build better workflows around them, you can do more. If your platform operates on a flexible data model like Kustomer, even unconventional businesses like a pizza marketplace can fit the tool to their needs.

Finding Business Value in Your Platform

Businesses can struggle with balancing the individual needs of a customer with their strategy for the entire company. Traditional help desks aren’t helpful. They let you export raw data, but aren’t set up to serve up insights for the business.

Using a customer experience platform will help you serve up insights from customer conversations to the major stakeholders without the need to hire a data scientist.

Showing Internal Teams the Value of Support

How many teams wish they could talk to customers all day long? Marketing, product, and executives all want to know more about how customers think and the problems they have. But often, that valuable information is locked up in Customer Support conversations. Getting that data out of your service platform in a usable format and into the hands of internal teams is often an impossibility.

If you can highlight trends in customer contacts, focus on your neediest vendors, and illuminate your biggest areas of opportunity—all from the customer conversations you’re already having—then you’ll be able to share this valuable insight with relevant stakeholders across the organization.

Building Stronger Relationships with External Partners

Companies are successful when their customers are. Using a support platform with a flexible data model means you can pull insights from your partner’s perspective. Independent vendors often don’t have the big business tools to gather their own business intelligence.

That’s where a great Marketplace support team comes in. Being able to analyze customer trends and serve up insights for their business means building a stronger relationship. Your support platform shouldn’t just provide value to you—it should provide value for your partners too.

Highlighting Opportunities For Business Intelligence

The best tools help you grow. If you’re thinking of your help desk as just an email inbox, you’re missing opportunities for growth.

Pulling out service trends, customer questions and feedback can highlight new markets to expand into. Combining this with other data can help superpower your growth machine.

A Platform for Marketplaces

Supporting customers in a Marketplace environment is a tough gig. But tools are improving to help support teams be more effective in building relationships. Using a support platform with a flexible data model means that your workflow (however complex) doesn’t need to compromise.

If you’re working with multiple stakeholders, you need software that makes complicated relationships simple. Take a test run of Kustomer and see how we can help you manage your Marketplace.

How Do You Take Friction Out of the Customer Experience?

Does this sound familiar?: You reach out to a company that you know has tons of information about you, but when you connect to an agent, you have to tell them all the same information you’ve told them a dozen times before. Or worse, one agent asks for your account number, and on the same call, you’re transferred to a different agent who asks for the same number again. This kind of experience is universally hated and creates frustration and friction for your customers. How does your business overcome it?

That was the opening topic of discussion between Kustomer’s Co-Founder and CEO Brad Birnbaum and Shep Hyken on the latest episode of Amazing Business Radio. The answer? Support agents need to have all the relevant information about customers at their fingertips. Knowing all the relevant details about your products and services is now just the bare minimum. By helping provide agents with all the information they need, Kustomer has seen 20% faster resolution for customers.

“Want to have 100% less frustrated customers? Don’t ask them to give you the same information again and again.” Said Brad. Understandably, repeating themselves is customers’ top complaint, according to our whitepaper benchmarking the state of service for retailers

Eliminating friction is an enormous area of concern for modern customer experience organizations—and for good reason, as it’s a major impediment to doing business. It also happens to be the topic of Shep’s next book. “When you create friction, the problem becomes a complaint,” says Hyken. Instead of solving your customers’ issues, you’re putting up new barriers that are impacting their experience.

When you’re able to have an immense amount of data about your customers in one place, it acts as a multiplier for the kind of amazing interactions you’re able to have.The faster agents can provide a “wow” solution, the less friction there will be.

“Wow the customer by telling them at the beginning of the conversation, ‘I know why you are calling, and here’s what we are going to do about the problem,” said Brad.

Other information, like sentiment, can be key to delivering that next tier of experience. For example, Slice is able to see every unhappy customer who hasn’t ordered in the last 90 days, then use that information to reach out and engage with a coupon or other offer.

Chatbots are also becoming increasingly important to the CX expert’s arsenal. They have their limitations, “Chatbots only as good as the person who programs it or creates it,” added Brad, but when used correctly, they can provide a real edge to your experience.

Shep and Brad agreed that chatbots are good for routine use, but for context-sensitive answers like “what’s the warranty on my most recent purchase?”, they’re not so effective. That’s why Kustomer uses Conversational Forms. These act like a bot, instantly responding to your customers’ queries with questions, while getting info on the customer’s account themselves and their problem. They then connect directly to an agent, with all the relevant info they need to deliver great service.

Knowing everything you can about the customer, then acting on it at the right time, is key to creating the kind of customer experience that wins customers for life.

From Bots to Superheroes: Empowering Agents to Deliver Amazing Service with the Help of Chatbots

There are a lot of buzzwords gaining traction as we settle into 2018, but probably none are bigger than “Bot”. Particularly in the customer support arena, as companies look to further reduce the cost of serving customers. This has resulted in the rise of chatbots. However, no matter how good the technology, bots aren’t going to be able to resolve every situation or interaction anytime soon. That means that transferring from bot to agent will remain a crucial part of the chatbot experience. What do agents and customers expect when the time comes for them to be connected?

Chatbots are undoubtedly improving and becoming better at seeming human while collecting crucial customer information—their name, address, and description of the problem—and based on that they may be able to produce some initial solutions.

However, the risk companies face is that they give their customers flashbacks to the 90’s. That means an experience that’s identical to the Interactive Voice Response phone trees that end up connecting them to an agent who needs to ask all the same questions over again. How can brands prevent this? Here are a few suggestions:

  1. Put Agents in the Driver’s Seat: Empower agents to select the right channel to engage with the customer and best resolve the issue.
  2. Deliver Complete Context: The agent of the future will be a critical thinker. If you provide them with all the information they need about the customer story so they are well-informed of their profile and history, agents can craft some of their own dialogue based off of talking points from reference scripts. While this creates a more natural customer interaction, it also means that agents must be able to think on their feet and deal with possibly tense situations. Adapting to every situation and keeping calm and focused under fire is thus crucial for great customer service.
  3. Give Agents a Heads-Up: Automate agent alerts based on changes to the customer’s status, order updates, or snoozes so they’re always aware and ready to connect.
  4. Enable Empathy: It’s always great for agents to show empathy, but empathy is hard for any human being to deliver if they don’t understand the gravity of the situation. Brands can use tools like NLP (Natural Language Processing) to provide some insight into how the customer is feeling at the time of engagement, and know whether their outlook is positive, negative, or neutral.
  5. Streamline Connectivity: Efficiency is still critical at the point of contact, but not at the detriment of communication skills. Create personalized shortcuts that don’t just display simplistic customer information like name and email, but provide details of their relationship such as recent items they’ve viewed, their current sentiment, their order’s delivery status, etc.

For brands to be successful in the future, the hand-off between bot and human needs to promote a differentiated experience. If your customers have to start the process all over again when they switch to an agent, then they’re better off just connecting with one in the first place.

However, if your customer can go from speaking with a bot to an informed and empowered agent, that’s a game-changer. If your agents are equipped with all the context and transaction information they need, then they’re well-placed to deliver a meaningful experience. Combining chatbots, automation, sentiment analysis, and a full view of the customer is what it takes to turn your agents into heroes and deliver next-level service. Instead of going from a bot to a human who’s asking mundane questions, doesn’t know anything about the customer, and is powerless to make a decision, they can be connected to a CX superhero.

Vikas Bhambri is Kustomer’s VP of Global Sales and Customer Success

Schedule a demo.