When a company begins to look for a customer service solution, it’s often because there are major issues they need to solve. But oftentimes these “issues” are intangible: lack of efficiency, lack of effectiveness, need for deflection. After identifying the intangible challenges that an organization faces, the question becomes: how do you achieve them and how do you measure success?
Measuring Improved Efficiency
Improved efficiency means more productive support agents. With Kustomer, shortcut words enable an agent to type a complete sentence with a #hashtag, while quick keys allow an agent to use the keyboard as opposed to a mouse. With these tools, some agents can handle multiple chat screens and others are better able to process emails more quickly. The Kustomer timeline also surfaces all customer interactions on a single screen, preventing the need to bounce back and forth between different systems. All of these elements lead to a more efficient and productive workforce. Organizations that demonstrate improved efficiency realize intangible benefits through customer satisfaction metrics like faster resolution times and an increase in the number of conversations each agent handles.
Measuring Increased Effectiveness
Increased effectiveness means making it easier for agents to excel at their jobs. For instance, an agent that is able to handle conversations in their own language would be more effective than those who handle non-native conversations. Kustomer’s actionable context cards enable agents to perform an action, like issue a refund, directly from their screens, or route conversations to the most appropriate agent. Organizations that increase effectiveness realize benefits through customer satisfaction metrics like improved CSAT scores, faster resolution times and higher customer retention rates.
Achieving Conversation Deflection
Customer success agents that are able to deflect avoidable conversations eliminate noise, freeing up their time for higher level and more complex issues. A knowledge base can deflect simple questions like, “hours of operations”, “store location” or “refund policies”. Proactive outreach capabilities allow an agent to get in front of a problem before it occurs. An example might be a notification to all customers in a certain region that an impending snowstorm may delay a shipment. Not only is this beneficial for the customer, it also frees up agents to handle more high-value conversations. Organizations that deflect realize the intangible benefits through customer satisfaction metrics like lower number of tickets and a better customer effort score.
Find out what other characteristics you should be looking for in a customer service software solution in our buyer’s guide.
Have you ever ended a call with a customer service agent thinking that you’d never want to go through such a horrible experience again? You probably shared your experiences with friends and family, or went so far as posting your negative thoughts across social media.
One angry consumer not only means a lost customer, but could also mean a hit to your brand or a PR nightmare. Your customer service agents need tools that promote a positive experience for each and every customer. The following are four easy ways to strengthen your brand through customer service in 2020.
Speak with Customer in the Ways They Want to Communicate
Enabling your agents to service customers on their preferred channels, whether that be e-mail, chat, SMS, voice, WhatsApp, Facebook Messenger or Twitter, strengthens the bond between companies and their customers. Consumers expect brands to be available on each and every channel they regularly use, but oftentimes tracking conversations and interactions across channels can be a challenge for agents. With Kustomer, conversations across channels converge into a single thread on a single screen, resulting in a seamless and effortless conversation. By breaking down the communication silos of traditional multichannel solutions that fragment service experiences, cause agent collision, and frustrate customers, Kustomer ensures a true omnichannel experience for customers and agents alike.
Reach out to Your Customers Proactively
Customers understand that problems happen all the time. Proactive communication allows companies to keep their customers updated on issues like delays in shipping, out of stock items or product updates. Customers empathize that problems arise and feel valued when kept in the loop, while inbound inquiries are reduced due to proactive outreach. Some organizations turn their CX organization into a revenue center by sending offers based on purchase history, deep insights or to encourage repeat purchases. With all of your data in the Kustomer platform, your customer service team can proactively communicate to deflect issues and delight customers.
Measure Your Customer Sentiment
Agents need to understand the mood of the customer before the conversation begins. Sentiment determines the direction of the conversation, which agent should handle the customer and how to handle the interaction. Customers are happy because agents can immediately empathize with their emotions. Agents are happy because they are aware of the customer’s current disposition and are trained to handle difficult interactions appropriately. Tracking customers’ sentiment helps agents decide how to best prioritize and engage in conversations, and provides management with a critical metric for overall customer service effectiveness.
Know Everything About Your Customers
Companies that develop deep insights about their customers, and leverage them appropriately to provide personalization, will improve their brand image. Tracking important customer information like birthdays, anniversaries or most recently purchased items on a customer timeline softens conversations and makes for a memorable experience. Agents can see deep insights quickly and easily and can, for instance, wish their customers a happy birthday.A personalized call can switch sentiment from potentially hostile to neutral or even positive. Kustomer connects your agents to all of your customers’ data from internal and third-party systems, providing a holistic timeline view for more productive and efficient conversations.
Strengthening your brand begins with asking tough questions. Is customer sentiment appropriate for your business? Is speaking with your customers through an omnichannel approach important? What types of customer information would you track that could impact your brand? Once these questions are answered, a platform like Kustomer could help you kickstart a successful 2020.
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.
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.
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.
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.
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.
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.
Ticketing systems have been around for decades. Ticket numbers, formal emails (“don’t reply below this line”), isolated data (“what is your order number?”), have been a part of our lives as customers and customer support professionals. It’s hard to believe a better world is possible. Kustomer, built by industry veterans, was created with a different vision in mind—a customer-centric platform that ties together all the conversations and business information about a customer into a single timeline, together with powerful workflows that enable customer-first companies to execute their customer experience vision. In the past year, a number of customers have successfully migrated from ticket-based solutions to Kustomer. Here are a few items that CX agents and executives who made the switch have highlighted about making the move:
1) From Isolated Tickets to a Single Timeline View of the Customer
How many platforms does your team use to communicate with customers? Is your team in constant need to merge tickets? Because tickets from different channels are often disconnected, it’s easy to run into a customer who is chatting with another agent while you’re in the middle of replying to their email. Or worse, you might reply without knowing that they’re already being helped.
In Kustomer, you can see all the communications with your customer in one place. That means that real omnichannel communication is possible. You can go from emailing with a customer to chatting with them, to calling them on the phone, and see all those records in one conversation. That’s because the customer is the atomic unit of our platform—everything revolves around them.
2) From Disconnected Solutions to Actionable Integrations
How many tabs does your team need to keep open at the same time? When your customer support platform is disconnected from the rest of your platforms, agents need to keep copying and pasting customers’ email addresses into your admin systems to get even basic information about the history of their interactions with your company—past orders, delivery status, etc. Kustomer pulls data from all your platforms and tools and arranges it in a way that makes sense for your business.
With Kustomer’s single timeline view, the customer is the focal point, not individual conversations. Not only does Kustomer merge every interaction into the same conversation automatically, it also integrates with your other systems—like Shopify or JIRA, just to name a few. That means you can see when orders are dispatched and delivered, or previous items that customers have added to their carts or subscribed to on your site. All of this is displayed in that same timeline, so you have a deeper context whenever they reach out. Everything is completely customizable, so it’s easy to create a view that empowers your team to tackle your specific business challenges.
With this level of integration, tasks like returns or reimbursements can be completely automated (as we’ll discuss in the next section). No matter if your business is pizza, shoes, or software, Kustomer can be customized to show your agents everything they need to know in a single window. Orders, shipping info, product or version number, buyer and seller information, and social interactions can all appear beside each customer in bespoke “K Objects”. This makes it easy for agents to get the whole picture and take the next best action, or communicate with the right parties while staying on one platform.
3) From Repetitive Tasks to Intuitive Automation
Kustomer makes it easy to automate commonly-used workflows so that your agents can focus on connecting with customers rather than rote tasks. Don’t be limited by basic workflow functionality that won’t simplify your agents’ day-to-day work. Now you can define intelligent, branched workflows and reports encompassing all customer-related systems in your business.
Because Kustomer integrates with your other platforms, it’s way more powerful than just showing your customer history—it allows you to act on it. These branched, multi-step workflows make it easy to efficiently scale your team and automate simple tasks. Sending instant follow-up emails or processing a return is now only a click away and no longer has to take your agents’ attention away from the customer.
4) From Reactive Support to a Proactive Experience
Proactive service solves for what your customers need. That means it may be something they haven’t even asked for, like a faster delivery to avoid an incoming storm that might cause delays. It’s one of the best ways to build stronger relationships and deliver meaningful experiences. Ticketing systems are inherently reactive, as agents only respond when customers have a problem or a question. Because Kustomer keeps all of your customer information in one place, you can create granular searches for customers around specific behaviors or qualities, all on the same platform. That means your service isn’t just efficient—it’s smart.
If you want to build customer loyalty, you can search for customers that may have bought a product that could give them an issue, then send them all a message proactively. Let’s say your new mascara is mislabeled as “Vegan”—you can look up all the customers who have preordered it, then send them an email letting them know the mistake and offering a free refund or exchange if they don’t want it—all before their orders have arrived. Or if there’s going to be a storm that affects customers in a certain geographic area, you can notify all the customers with orders going to that region with a list of options before their shipment is delayed. With all your customers’ information in one place, it’s easier to surprise and delight them than ever.
When you combine this robust search capability with automated workflows, intelligent and proactive outreach can become a reality.
By putting all the information about your customers in a single view and making it easier than ever to act on it, Kustomer is winning over companies across industries. To try our powerful platform for yourself, schedule your demo today.
Growing your business is hard enough—but growing your service organization alongside it comes with its own challenges. More agents customers mean more complexity. To help make sense of your growing CX team, we’ve listed some common stumbling blocks and some intuitive solutions to get around them.
Tickets coming in from multiple channels makes it hard to separate out who owns what. When a customer gets annoyed with wait times, they will often start reaching out over several different channels with the same problem. Agents working in these different channels then have no way of seeing that it’s the same person, and the customer ends up getting a response from more than one team member on chat, email, and wherever else they reach out.
The solution to this problem sounds easy, but is a huge shift in service philosophy. Give your agents ownership over the customer relationship, so that they are responsible for satisfying individual customers over many channels, instead of all the customers in one channel. By making your service omnichannel, agents are aware of every conversation happening with each customer.
Disconnected Data, Disconnected Systems
As your business expands, so too do the places and ways you store customer data. If you don’t rein these in, then agents end up wasting time switching between applications and hunting for information in back-end systems.
If agents have to go into multiple systems—ordering, shipping, customer information, and more—to see all the information about the customer, then copy that information and paste it into another screen, their workflow grinds to a halt.
To overcome this obstacle you need to be able to have all of your data in one place, with systems that integrate with one another, and a way to turn that insight into action. When agents don’t have to spend time hunting in separate systems for information they need, that makes everything in your service organization easier to scale—because your agents are more efficient and productive than ever before. Just the ten seconds agents save from not having to switch applications can translate to days of work saved in one month alone.
From Reactive to Proactive Service
When you scale your business, you do everything you can to keep up with your customers. However, all the effort it takes to simply respond to and stay on top of their queries leaves no time for any forward-thinking, proactive engagement.
You soon won’t have the luxury to pick up the phone and call every customer who gave you a low CSAT score. You need to be prepared to deliver that same level of 1-1 service, but on a much greater scale.
Automation is going to go a long way towards freeing up your agents’ time. Anything you can do to learn more about your customers and their needs before they’re transferred to an agent is going to massively increase your efficiency. Chatbots that ask a few simple questions about the issue a customer is having can simplify the experience for customer and agent alike. Smart segmentation that makes it easier to determine the right actions based on informed personas will save even more time and effort. Proactive outreach can inform an agent to send an email, or even automatically send an SMS, if an item is going to be delayed, giving customers options for how to proceed.
Team Reporting and Monitoring
As your team grows, so too does your need for detailed reports and insights. However, these reports are often in separate products for different channels, forcing you to spend a prohibitive amount of time creating and combining separate customer reports. To make matters worse, these reports are often delayed by hours or even days, meaning you can’t really see what your team is doing in real time. Many businesses that are scaling quickly also tend to start using more remote agents and teams to work faster. You are going to need a way to effectively monitor them in order to provide proper coaching.
The answer to your reporting problems is to be able to query, segment, and display reports through custom dashboards in real time. If your current solution doesn’t have these features built-in, they aren’t going to spring up overnight. And without proper reporting, you won’t be able to fully understand what’s happening in your growing team.
It can be difficult to successfully scale your support team—we know. Without a modern platform for customer experience, it might feel nearly impossible. Learn more about how Kustomer can help you avoid the common pitfalls of efficiently scaling your team here.