4 Key Takeaways From #MakeTheSwitch Week

4 Key Takeaways From #MakeTheSwitch Week TW

In case you missed it, last week Kustomer hosted a series of events all around switching from traditional ticketing systems to a modern CRM for customer service. The week was action-packed, filled to the brim with insights from Kustomer executives and customer-centric brands like Lulus and Ritual.

It’s not too late to gather insights from the week. Below you can find four key takeaways from #MakeTheSwitch week, and what they mean for your brand.

1. Treat Customers Like Humans, Not Tickets

Many companies are still relying on the old model of customer service, where they treat each new interaction as a separate event handled by different people across a variety of siloed platforms. To personalize a customer’s experience, you have to know the customer—and that requires data. 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 helps them deliver more efficient, proactive and relevant service.

Amy Coleman, Director of CX at Lulus.com, thinks that the humanity of customer service is often lost in call center environments. “I think that one of the downfalls to old school ticketing systems is that it’s no longer about people. It almost becomes like data entry for those agents that are working on the same thing. It’s how many tickets there are,” said Coleman during a Thursday afternoon webinar. “We were never thinking in terms of the human beings that are on the receiving end. And I think that’s what Kustomer has really done for us, it’s allowed us to spend the time with the human beings that are on the other line and spend more time developing our team.”

Eric Choi, Community Support Manager at Zwift, said during a Friday afternoon LinkedIn Live that he 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. “The old ticketing system made me feel… like a deli counter. You pull a ticket, you get answered, you throw the ticket away and then you move on.”

When all customer information is available at the click of a button, agents are able 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.

2. Unlock the Power of Data Through a Customer Service CRM

As Kustomer CEO Brad Birnbaum said in his Tuesday afternoon LinkedIn Live, 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 support.

Coleman agrees that e-commerce companies “absolutely have to be able to access data around what your customers are contacting you” about. 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. 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.

3. Cut Down on Tickets With an Omnichannel Approach

In a multichannel support environment, each channel lives in its own silo with its own dedicated team of agents, with limited communication or sharing of information between channels. As a result of this fragmented experience, customers will have to take the time to repeat to the second agent what they told the first agent. In addition, multichannel support leads companies to focus on resolving tickets, rather than building stronger customer relationships, because agents lack a holistic view of each customer.

After switching to Kustomer, Coleman truly realized how many omnichannel conversations were taking place within Lulus’ customer base. With a truly omnichannel customer service CRM, Lulus “ended up merging or cutting [their] tickets down significantly.” Agent collision never occurs when communication channels are integrated, because agents can view the conversation and maintain context even as customers engage through multiple channels.

Michelle McCombs, Vice President of Safety and Support at HopSkipDrive, has now structured her team so they are all omnichannel. With Kustomer’s timeline view, and intelligent queues and routing, her team doesn’t have to go and find what they need to do next. All of her agents “live right there in their one space and… and get to work.”

4. Make the Agent Experience Effortless and Fulfilling

Ultimately, agent happiness directly translates to customer happiness. The more information that agents have at their fingertips, and the more they are able to focus on quality instead of quantity, the happier they will be, and the happier they will make your customer base.

Andrew Rickards, Director of Customer Experience at Ritual, has experienced this first hand. “It goes without saying customer service can be a thankless job and even … the best spirited individual can find those tougher days. So for me, it’s looking at the agent’s experience and understanding what the points of friction are and removing them, so what is already a tough job doesn’t have to be any tougher,” said Rickards. “When I talk about agent happiness, if you look at the internal surveys we do, to see just how people are on a quarterly basis, a lot of the questions that would indicate day-to-day stressors…we improved on those results post-Kustomer switch.”

Coleman agrees, and sees how making the switch to a more effortless platform can impact agent development. “I do feel that we’ve had less turnover due to the fact that the platform is easier, to the point where we’ve been able to actually focus our leadership on actual leading instead of micro managing,” says Coleman. “And what I feel is the most honorable and noble career, which is the service of helping other people, it gets lost in the abyss of really complicated workflows. And so Kustomer has given us, has given me as a leader, so much value, because I’m actually able to lead people for who they are based on their individual strengths and opportunities.”

Click here to learn more about how making the switch could be a gamechanger for your team.

 

Believe It or Not, Now Is the Time to Prep for the Holidays. Here’s How.

Believe It or Not, Now Is the Time to Prep for the Holidays. Here’s How. Stat

Many of us look forward to the holidays. We get excited about the prospect of parties, family gatherings, holiday cheer and presents galore. But the holiday season also brings a big lump of coal: an increase in needy customers reaching out to your team in need of immediate support.

According to Kustomer data, inbound customer service inquiries increased by almost 120% during the holiday season in 2019, with particularly dramatic spike in activity on Instagram, e-mail, voice and chat.

Many businesses struggle to maintain a high level of support during spikes in activity. They may need to hire a flurry of seasonal employees who have a short training period. Last year, $284 billion dollars were spent between Thanksgiving and Cyber Monday alone, so the stakes are high. The question becomes, how do you handle the seasonal rush without breaking the bank or disappointing customers? Read on to learn what customers expect, and how to deliver with smart strategies and smarter technology.

Customer Expectations During the Holiday Season

Spending isn’t the only thing skyrocketing during the holiday season — so too are customer expectations. Here is what consumers expect from brands during the upcoming holiday season.

Immediate Service

During the holiday season, the turn of phrase “too much to do, too little time” hits a lot closer to home. Between normal day-to-day life, holiday celebrations, traveling and gift buying, consumers don’t want more of their time taken up by customer service.

According to recent Kustomer research, 77% of customers expect their problem to be solved immediately upon contacting customer service. Customers demand that you respect their time, especially during the busy holiday rush, and if you don’t, they are willing to leave for another retailer. In fact, 70% of consumers would not shop with a retailer again if they had to leave a chat before being helped, and 71% would do the same if they waited so long on hold that they hung up.

Available on Any Platform

Especially during the peak shopping season – Thanksgiving to Christmas — consumers are on the go. They may be traveling to spend time with family, taking a much needed vacation, or multitasking during the work day. What does this all mean? Customers are more willing and able to reach out on new platforms that are most convenient for them.

While 88% of consumers get frustrated when they can’t contact a company on the channel they prefer, availability on multiple platforms isn’t enough. Eighty-six percent of customers said they get frustrated when they have to repeat information to customer service agents. This means that if customers switch channels or need to be transferred, they don’t want the context of their previous interactions lost.

Most of the time, when a customer contacts a company, the team manning that channel will create a ticket. If the customer then contacts the company through a different channel about the same issue, a second ticket will be created with each team working their respective tickets. This results in a fragmented experience and the unfortunate need to repeat information.

How to Wow Your Customers During the Holiday Season (Without Breaking the Bank)

The typical strategies businesses use to please customers have one thing in common: they cost money, and aren’t scalable. What are some strategies and technology tools that you can put in place to wow your customers WITHOUT breaking the bank?

Prepare Early

There’s something to be said about beating your competition to the punch. According to research by Digital Commerce 360, 56% of customers chose where to shop during last year’s holiday season based on past experiences. In addition to common seasonal marketing strategies, delivering a stellar experience NOW can help you drive business in the future.

The companies that are practically synonymous with brand love, and have customers that are loyal to the death, have one thing in common: they have prioritized customer experience since their inception. In fact, customer experience is becoming more important than price and product when it comes to loyalty. Ensure that during busy seasons, when your inquiries and orders quadruple, you can continue to make customers feel just as valued as on the slowest day of the year. By preparing early, you can put the right tools, staff and strategies in place to not only deliver the perfect holiday gift, but also the perfect holiday customer experience.

Get a Little Help From Your Robot Friends

When resources are thin, technology can make a huge impact on your team’s efficiency. Oftentimes the most tedious tasks on an agent’s plate are manual and repetitive, and may not require human intervention. Luckily AI can handle simple tasks like tagging and routing conversations to the most appropriate agent. And consider the power of chatbots during peak shopping periods. They are growing in popularity with both businesses and consumers. In fact, 67% of consumers prefer self-service over talking to a company representative.

Chatbots can be used to collect initial information, provide responses to simple questions, and even complete standard tasks like changing a booking or answering an order status question. While there is always fear of losing personalization when using AI and automation, with the right platform, businesses can actually do the opposite. For instance, if a business leverages customer data properly, chatbots could ask personalized questions based on an individual’s purchase or browsing history. These interventions save time for both the customer and agent, and increase the time spent on the actual issue rather than information gathering and low-level support.

Be Available Wherever Your Customers Are

Omnichannel support shifts perspective from ticket resolution to customer relationship building, which is incredibly valuable during the holiday season, when companies have the opportunity to attract an entirely new cohort of customers. Individuals have the freedom to move between channels throughout their engagement, and are guaranteed consistency, so each conversation starts where the last ended. Agent collision never occurs when communication channels are integrated, because agents can view the conversation and maintain context even as customers engage through multiple channels. If executed properly, omnichannel support provides a consistent experience for customers at every touchpoint after acquisition.

Ensure you have the right technology in place to integrate your combination of communication channels in order to capture the free flow of conversations across platforms and display the data in a single screen. A best-in-class solution should create a unified home for all your customer data, regardless of the source, not only the data generated from customer conversations.

Download our full holiday prep guide for additional strategies and customer insights that are sure to prepare you for the upcoming holiday season.

 

Top 8 Customer Service Trends You Need to Know

Man in coffee shop with iPhone

Consumer expectations are changing daily, and technology has a lot to do with this. The digital age has made customers expect instant gratification; when technology makes just about any information available at the click of a button, more and more people are turning to their devices for answers. With this technological transformation comes many up-and-coming trends that companies can get behind to transform their business and cater to the expectations of the customer. After all, Gartner research predicted that 85% of consumer interactions will occur without interacting with a human face-to-face.

Does this mean that companies should rely solely on artificial intelligence to run their business? No, but they can certainly benefit from using it as a supplemental tool.

In 2020, it’s all about enhancing the digital customer experience. Let’s take a closer look at the current trends in customer service that can help you run your business and satisfy consumers:

8 Current Trends in Customer Service

Keeping up with what’s new in customer service can be difficult when trends emerge so regularly. However, we can help you navigate through the trenches and understand the ones that matter most in 2020. Here are eight we recommend weaving into your business strategy:

1. Taking Care of Every Customer by Promoting a Strong Company Culture

Customer service has always been dedicated to taking care of the customer. But at NRF 2020, Alex Genov, the manager of research and user experience at Zappos shared the importance of shaping the company culture of your business to reflect the customer care you want to provide. More speakers at the event detailed how they refer to their customer service employees as something more encouraging, such as “brand ambassador.” Empowering the customer service agent is one way to get the positivity flowing through the customer journey.

2. Make Your Customer Service Options Mobile-Optimized

Today, everyone you know has a smartphone. And if they don’t, it’s rather shocking.

With so many people using devices that bring convenience right to the palm of their hand, it’s advantageous for your business to make sure its website works on mobile. Specifically, it’s critical that your customer service options are optimized for mobile: according to a Gartner survey of nearly 9,000 customers, the most preferred device for issue resolution was the phone at 44%.

The more channels your customers have to reach you, the better their odds of doing so and feeling satisfied with your ability to communicate.

3. Building Strong Customer Connections

Making the customer feel as though they’re a part of a community when they purchase your products or services is a great indication of strong customer service. This builds brand loyalty and advocacy and strengthens the relationship between the consumer and the business. When customers trust your brand, they’ll feel more comfortable and confident reaching out to your customer service representatives if something goes wrong.

4. Taking the Omnichannel Approach

This isn’t exactly one of those new trends in customer service, but it’s still very important to consider in 2020. Often confused with multichannel support ‚— or offering customers more than one option for contacting your customer service representatives — omnichannel support is guaranteed consistency in customer service as they shift from one channel to the next, so conversations are picked up right where they left off. With the right technology, your business can achieve an omnichannel approach with ease.

5. Focusing on Self-Service Opportunities That Benefit Your Business

Many customers are confident in their ability to navigate your page and figure out the answer to their problem without feeling the need to contact customer service. While we do encourage having additional options like chatbots and live agents, one way customers can answer some of their own queries is through your Knowledge Bases (KB) or Frequently Asked Questions (FAQs) page.

As explained by Knowledge Owl, a KB and FAQ page are similar pieces of collateral that are each considered a self-service option that, giving your customer service agents a break from the repetitive questions that tend to flood their inboxes.

Building these pages up on your website can enable effortless self-service. Just make sure customers are directed strategically back to your customer service agent as needed

6. Be Responsive on Social Media

Just like owning a smartphone, most consumers have a social media presence on one or more channels. Not only are they using these platforms to communicate with family and friends, share pictures and laugh at memes, they’re also turning to social media as a way to connect with brands from a customer service standpoint. Patrick Cuttica, Director of Product Marketing at social media management company Sprout Social, told Business News Daily that brands should focus some of their customer service efforts on social media to satisfy their customers.

“Brands need to be thoughtful about which social platforms their customers are using [and] … focus their engagement efforts there,” Cuttica said. “A successful customer service strategy requires that a brand be present and available across the channels their customers prefer.”

7. Using Chatbots to Your Advantage

Contact forms are becoming less attractive to consumers. Why? Because they want fast, convenient service when they have a question or problem that needs to be solved. Chatbots are a great way to get the conversation started with customers without resourcing your agents to stand by every time a customer enters your site. Chatbots can pull information from knowledge bases to serve answers up to customers. Plus, they can be used to answer low-level support questions and provide 24/7 support, saving agents thousands of man hours.

8. Continuing to Utilize Live Support

Remember: While chatbots are highly advantageous, that doesn’t mean that AI should replace your talented human resources. Your business can benefit from bringing both together to increase scalability and drive efficiency across all customer service channels. AI can automate manual tasks and provide initial information about customer problems, giving agents the information they need to solve customer problems without compromising quality. This makes customer service more convenient for customers and can even improve your engagement and satisfaction scores over time.

Does Your Digital Customer Service Strategy Deliver?

Customer service technology can help you incorporate these new trends into your current strategy. Kustomer enables you to deliver effortless, personalized customer service, powered by intelligent insights and unified data.

Understanding how to deliver on growing customer expectations can be challenging without the right tools. That’s why we’ve created our Buyer’s Guide to provide the resources you need to evaluate potential partners, measure your success and pick the perfect customer service software solution. Request a demo today to schedule your 15-minute introductory call and learn how Kustomer can help.

To Bot or Not to Bot? Neither, Start with a Strategy

By Mark Kersteen from Kustomer and Maggie Lin from Solvvy.

Customer service automation is the hot topic of conversation these days, and more specifically, how bots fit into the mix. While intelligent automation is core to both Solvvy and Kustomer, we encourage our customers to not simply take an automation-centric or bot-centric approach, but to first take a step back and identify what your key goals are.

We’ve seen companies jump the gun and add a bot because they felt like everyone else was doing it, only to find it delivered sub-optimal/disappointing results.

In reality, not everyone is using a bot—but many are experiencing mixed results. In our recent webinar, 67% of participants shared that they aren’t using any bot technology today and 72% of participants who have tried a bot have experienced issues.

So, what can we take away from this? It’s important to see the big picture and identify where automation can add value, rather than implementing point solutions like bots and hoping they make an impact. We’ve all been there–it’s easy to get swept up into adding a piece of technology just because it’s what everyone else is doing.

In this post, we’ll tackle a key goal we’ve frequently seen from our customers: how do we increase agent productivity to improve our overall customer experience? We’ll share how intelligent automation can effectively support this goal in two ways by 1. increasing efficiency for customers and 2. increasing efficiency for agents.

Increasing Efficiency for Customers

Empowering customers to resolve questions on their own means agents handle less repetitive questions (and less tickets). This translates into getting back to customers faster and focusing on high-value questions that require the human touch. Increasing efficiency doesn’t have to be complicated. Depending on where you are in your support team maturity, ways to improve include investing in content, intelligent self-service, and end-to-end automation.

Content
While it seems obvious, when companies are scaling quickly, a lot of focus is given on agent enablement versus customer enablement. But, at the end of the day, customer enablement helps agents at scale. In an organization where customer interactions are often 1:1, investing in content is 1:many and scales with the business. Taking the time to create help center articles can save your support team hours of copy-pasting a macro that should be public to customers. Publishing content that helps customers find answers on their own frees up your agents to deal with more complex questions.

Intelligent Self-Service
Investing in content is step one. Intelligent self-service is the next step to making it easy for customers to discover this information. With intelligent self-service, it’s important to understand the underlying technology used to determine user intent. A lot of bots fall short here because they are keyword-reliant or rules-based and ultimately aren’t able to understand the context of a question and the relationship of words unique to a specific business. Self-service eases the workload for agents, but if a bot is falling short of expectations, it can create friction when a customer reaches an agent and has to repeat their question.

End-to-End Automation
The ability to fully automate repetitive transactions is a huge opportunity in customer service. These could be questions around order lookups, returns, refunds, and subscription changes. By handling these types of questions without an agent, support teams can direct attention to complex questions and take on proactive initiatives that scale. The interface for end-to-end automation can be guided steps, or it could be a bot in a chat window. Whichever way you deem the best customer experience, it should be clear that it’s not a human and that it is an automated experience.

Increasing Efficiency for Agents

We’ve spoken with agents who have expressed anxiety about chatbots or other technologies taking over their roles. It’s totally natural to be wary of new technology, but our answer has always been clear: We don’t think there’s anything to worry about. In fact, there’s a whole list of ways that bots and automation can assist agents and make their lives easier. Bots can take over the boring, repetitive, and mechanical tasks that drive agents up the wall, freeing up their time to focus on the interpersonal connections and more emotionally complex tasks that likely attracted them to the profession in the first place.

Conversational Forms
Just because it looks like a bot and acts like a bot, doesn’t always mean it’s a bot. Conversational forms are robots in disguise. When a customer opens the chat window, they’ll feel like they’re chatting to an immediately available agent. The conversational form will start asking the customer questions. These include important queries for identification—name, email address, phone number, shipping info, and whatever else is necessary—as well as more quantitative questions, like asking them to describe the issue they’re having. This way the customer gets the instant feedback they expect on chat, and the agent can jump into the conversation with all the info they need.

Suggested Responses
The scariest thing about pursuing a chatbot strategy is the lack of control. Once you switch on that feature, there’s nothing standing in between your customers and an algorithm that may not always provide the best experience. Enter suggested responses. This system works like the suggested text feature on your phone, but just for service. A computer processes the conversation and generates answers, but instead of sending them straight to a customer, the agent gets them first. This speeds up their reply time, and the system can also learn from the agent’s choices to become smarter. The more agents use the system, the better it gets at helping them, so you can be certain that automation is helping your experience, not holding it back.

Further Uses for Automation
There is a whole world of automation-enhanced solutions to everyday problems for your organization—and the majority of them work behind the scenes. Using an automated system to suggest tags, categorization, macros, and helpbase articles for your agents can save tons of time, and can be much simpler to set up and operate than a customer-facing chatbot. Assisting your agents’ everyday workflows and reporting may not be glamorous, but it can have a massive knock-on effect towards streamlining your experience and increasing efficiency. As Peter Johnson, Kustomer’s VP of Product, summarized in our recent webinar: “Automation is not just about helping the customer, it’s about helping your support organization scale, and identifying areas the product team can improve.”

Final Thoughts

If we can leave you with one bit of advice to take away, it’s this: before pursuing a bot or automation strategy, do your homework and consider your options. It’s crucial to have a strategy, and that you don’t just jump right in. As Kaan Ersun, Solvvy’s SVP of Marketing, advised on our webinar: “Number one, define a strategy, and figure out where the bot can be useful to you, where it won’t work, then pursue new opportunities. Start with the big picture, then move towards implementation.”

Look at the data available to you, and use that to define your strategy going forward. Take some time with your reporting, and see what the most common issues are and where customers are asking for support. Once you start spotting patterns, those can dictate where you’ll go next. Maybe something as simple as an updated help page or self-service tool can cut your service volume in half? If your agents are constantly doing the same things over and over again, solve for those issues first. If your goal is to increase efficiency, then you should be focusing on finding the best method, not using chatbots for their own sake. By looking at the patterns within your support organization, you can start identifying issues that are holding back your experience to dictate your strategy, which is great practice as a whole. That’s the best way to figure out how automation will fit in.

With the right groundwork, you can be certain that when you do start to explore and use new technologies, your efforts will be a success—and will make a meaningful difference for your customers.

Deliver effortless, personalized customer service.

Request Live DemoStart Interactive Demo