To facilitate more meaningful, long-term customer relationships, companies must focus on implementing solutions that offer both valuable and seamless support. With customers relying on agents to support their entire pre- and post-purchasing journey, there is a clear opportunity to optimize the customer experience by leveraging critical insight and assistive technology.
By equipping agents to support complex interactions and promote more proactive communication, companies can secure loyal customers that drive bottom-line results and prompt consistent growth in revenue.
Focus on Omnichannel Support
To operate in the digital era, companies must be equipped to support an omnichannel experience. With customers spending more of their personal time validating their purchases with pre-transaction support, they require access to agents who can effectively understand their entire contextual journey. By focusing on an omnichannel approach, companies can work to better understand their customers intentions and adapt support as needed.
According to Gabe Larsen, VP of Marketing at Kustomer, “Omnichannel support can often seem intimidating to businesses because they think they need separate teams to manage these separate channels through separate systems. Your customer data is powerful, but it often lives in other disparate systems making it a challenge to provide a complete picture of your customers. You need to implement a support solution that unifies that data and makes it easily available and actionable for your support team. And since your omnichannel strategy connects all your channels, data on customer interactions travels with the customer and moves as easily between channels as they do.”
As customers continue to utilize different channels, switching between self-service options, live chat, and traditional phone service, it becomes necessary to gain a line of sight into every aspect of the overall journey.
Additionally, when customers increase touch points by requesting support pre-transaction, companies must work to identify these moments to piece together a 360-degree view of the customer later on.
To achieve a more seamless approach, companies must implement Al solutions that ensure flawless escalation and increased efficiency. With modern Al technology, customers using a chatbot service can be swiftly routed to the most qualified agent to receive individual support. By pinpointing the exact moment of frustration or inefficiency, Al works to seamlessly adapt to the customers’ momentary needs, while providing the agent with the necessary contextual information to adequately handle the case.
Once agents gain access to this in-depth customer insight they can more effectively handle the unique influx of questions and services they are currently expected to provide. Companies can then work to provide a simplified experience as customers effortlessly switch between channels without ever having to repeat their inquiries.
Says Ryan Patchitt, Customer Experience Manager at Waldo, “Having that 360-degree customer view, it allows the agents in one click to have an understanding of, from the beginning, from that first order that the customers had with us, has there been any pros or cons throughout their journey? When looking at that, it allows the agents to say, ‘you’ve been with us for X amount of time, we can see that you needed your contact lenses now, a month ago, you seem to be running out at this time of the month, why don’t we change your plan to this?’ and it really helps the agents get a more personalized experience for our customers and it also saves a lot of time which is great for us.”
Once agents can effectively handle a more seamless flow of interactions, they can work to provide the more personalized and empathetic version of support customers are currently seeking.
We know customers do not want to be treated like a ticket number; they want agents to consistently recognize them on every platform and actually understand their intentions and goals. Identifying the customer is one thing, but providing meaningful and personalized support at every touchpoint takes a more comprehensive approach.
This level of support requires access to detailed customer data to go beyond simple recognition and support complex, meaningful interactions. Additionally, it demands streamlined back-end processes to allow agents to direct their focus on the most substantial cases.
“There’s no need to waste the customer’s or agent’s time by asking for repeat information Instead, that information is available at the click of a button, allowing the agent to personalize the customer’s experience by giving fine-tuned advice, addressing problems proactively, and suggesting other products or services the customer might enjoy. The result? An efficient but personal interaction that builds a lifelong customer relationship,” says Gabe Larsen, VP of Marketing at Kustomer.
To leverage comprehensive customer data, empower agents with Al tools like customizable insight cards that curate the context and tools needed to facilitate an interaction. With this technology, agents can process returns, issue credits, or rebook reservations all in a single platform. This keeps the most critical information in one place, allowing agents to focus on each interaction by avoiding distracting searches and inefficiencies. Additionally, it allows agents to more effectively act in an advisory role, recommending new products and services that may align with their value-driven mentality — increasing potential revenue opportunities.
To learn more about how to transform your contact center into a profit center, download our latest report produced in conjunction with CCW, right here.