Your CSRs do not have to struggle when your customers struggle online:
Imagine the last time you had difficulty on a company’s website and had to contact customer service. Did the CSR ask you multiple questions requiring you to remember exactly what transpired? Were you asked questions that you didn’t know the answer to only to end up frustrated when your issue wasn’t readily understood? Chances are that you spent more effort in explaining your problem than the CSR took in resolving it, if, in fact, it was resolved. As consumers, we have all found ourselves in this position at one time or another; but as a company, this can result in a negative impact to your brand, to your revenue stream., and to the overall customer experience you are striving to deliver.
Customer expectations are rising
Customer demands for outstanding customer service are higher than ever before. This is due in part to the on-going digital evolution and the speed of web adoption across consumers and companies alike. Customers are no longer bound to physical locations when engaging and interacting with companies and, as a result, are engaging more and more through digital channels. As such, their expectations regarding service levels, access to channels, speed of service and consistency of the service provided are rising.
Customers want to be able to move effortlessly between channels without having to repeat themselves or retrace their previous actions in order to get their problems solved or their questions answered. They expect companies to be aware of their activities and struggles regardless of the channel used and to leverage this information to effectively handle inquiries and resolve issues as they arise.
57% of online customers are dissatisfied with the transition from the digital channels to a call center.1
Providing seamless customer service can be a struggle
Unfortunately, the vast majority of CSRs who support a company’s digital customers do so by using the same applications and systems used to support non-digital customer requests and inquiries. CSRs rarely have access to specialized diagnostic tools that enable them to view the digital interaction through the eyes of the customer in order to rapidly understand and resolve issues. While co-browsing tools are helpful, they lack the ability to ascertain and analyze the customer’s actions and struggles prior to co-browsing being initiated. In addition, CSRs are forced to rely heavily on a customer’s ability to explain what they did so that the problem or challenge can be recreated, which can be very time consuming and does not guarantee that the root cause of the issue will be identified and resolved. Thus, customers often abandon their channel of choice so that they can accomplish what they originally set out to do but could not do digitally.
69% of online customers move to another channel when online customer service fails resulting in an estimated increase in unnecessary service costs of $22 million on average.2
Elevating the level of service
If companies really want to improve the digital customer experience, deliver seamless, high quality customer service and avoid unnecessary increases in operational costs, they need to focus on the following:
- Investing in truly supporting the multi-channel customer experience
- Improving the transition between the digital application and traditional customer service channels
- Reducing the amount of time needed to identify, diagnose and resolve reasons for customer struggle on the web
- Increasing first contact resolution rate on web-related voice or chat interaction
- Identifying when customers are struggling on the web and proactively offering appropriate click-to-chat or click-to-call opportunities
- Providing CSRs with the tools and capabilities needed to truly understand the digital experience from the customer’s perspective
By being able to view the digital interaction through the eyes of the customer, CSRs will be able to elevate the level of service provided and deliver a plethora of benefits to both customers and companies alike. Such benefits include but are not limited to:
- Providing immediate insight into the customer’s online behavior
- Identifying the root cause of the customer’s struggle and issue
- Resolving the reasons for the customer struggle and issue
- Applying the resolution for customer struggles or issues to the vast customer population
- Minimizing the amount of effort customers must exert to get their problems resolved or questions answered
- Providing appropriate and personalized customer service support
More than just technology
The solution that provides these benefits and others must not rely solely on technology alone. Technology is the foundation upon which the solution exists but technology alone cannot deliver or sustain the optimal customer experience and call center operational benefits required today. The solution must be based on sound operational policies and business procedures, in addition to the technological functionality, if companies are going to meet and exceed the increasing high demands and expectations of their customers.
Learn more about how you can seamlessly resolve online customer struggles. Download the ThoughtBurst, Inc. white paper
1“Navigate The Future of Customer Service” Forrester Research, February 1, 2013
2 “Your Customers Don’t Want to Call You” Forrester Report 2016