ASASD

Most of the well establish companies commit the mistake of considering the Customer Service as cost center

and this attitude has led to very minimal investment on Customer Service technologies which in turn has led to

poor service to customer and damage of relationship and in longer term affects brand value.

From intelligent routing of calls and automated order confirmations to virtual agents and predictive analytics,

automation allows contact centers to get an early jump on customer service problems, while also improving

the quality and speed of service.

To understand how important customer is service below are results from Forrester Study in 2016

Organization have often failed to recognize that customer service operation can be very effective in

generating revenue. According to ecommerce firm Cbazaar.com, If Customer Rep speaks to person who has

dropped after adding the Product to its shopping cart then 5 out of 10 times, customer has made purchase

after getting his or her query resolved, a 50% conversion rate which is pretty high.

You are losing customers if you are not automating your

customer Service Operations

Goals of any organization for which customer service operations forms an important part of their

business must focus on four main things

1. Personalization: Great customer care is defined by the ability to serve customers in a bespoke,

personalized manner, providing an experience that is exactly right for each unique customer. Customer

must be feel that organization knows about him and care about him. For e.g. Organization ask. This will be

achieved when you have all the information his purchase history, instant recognition, his conversation on

social media and all the past interactions about him.

2. Reachability: Organization must allow customer to reach it with all the available channels in modern

technology like Web, mobile, Social and chat. This allows the flexibility to engage customer on every

channel which increases customer satisfaction.

3. Ease of Use: Interaction with all the touch points must assist in finding the right information. we found

that web and mobile self-service interactions exceeded interactions over live-assist channels, which are

increasingly used by customers as escalation paths to answer harder questions whose answers they can’t

find online

4. Speed of Resolution: No one Like to wait. Not valuing time is one of the top complaint customers had as

per survey by Wakefield Research. It’s important that customer’s queries are resolved within time and

priorities must be assigned. Some customer are more than equal.

How you Bring Automation in you Customer Service Automation

1. Self Help Web service Using Knowledge Base: Most of the organization is still sticking to the old FAQ on

their pages. Customer are looking for the information themselves, you can ease their search by dynamic

pattern base searches which allows customer to search queries like Google search. Knowledge base

algorithm learns from experience and shows the most searched results to the customer.

2. Cross Channels Integration: This is one of the most important aspects of Next generation CRM, Integration

of all the channels like web, Mobile ,Social and Chat along with Purchase history and interaction history

makes it possible for agents to understand the customer more appropriately.

E.g. Customer calling the company Shoppingkart.com

Rita: Hello

Agent: Hello, Rita, how are you doing today?

Rita: Thank you, I am good

Agent: I understand that you are not happy with your last purchase, as you dint get right color for the

trousers you ordered, do you want me to replace it for you!

Rita: Yes, I would love that

Agent: Shall I send the place return order for your Home address

Rita: Yes that would be great.

An Automated systems allows agent to recognize the customer before he introduces and also knows via

Social media integration that he is unhappy about last purchase and most probably call is to return that.

In addition we will see in the future addition of channels like WhatsApp, WeChat, and Facebook messenger

being added to the channels of communication

3. Proactively engaging the customers: Technology has enabled representative to engage the customer in

real time.

I. Social Media: Social Media Integration with existing CRM system are good way to engage

customers in real time. Agents must be empowered with these tools rather than depending on

the social media team to do that

II. On Web via Live Chat: Engaging customers while they are on their website and looking at your

products is the best the time to convert them. Many of the new generation CRM empowers

representative to proactively ask for customer if they can help in their via Live chat Options.

Even some CRM allows you to do screen share with customers to help them in real time.

E.g. John is trying to buy a Hair trimmer on Amazon.com but he is not able to apply gift voucher

given to him by his company. He has spent 5 minutes already figuring out way to do that.

Agent: Hi john Can I help with your purchase for shaving trimmer

John: Yes, I am unable to do apply gift voucher to my purchase

Agent: Is it ok if you to allow me to help you with screen share

John: yes please

Agent: Thank you, I will guide you to the process.

4. Empowering the Agent : Agents in their normal day handle around 50-70 calls from customer asking

variety of question around service ranging from small things to complex process. Often Agent have to use

many disconnected system to extract the information and log the customer interaction.

Agents empowered with knowledge base and guided resolution mechanism which allows agent to refer to

the knowledge or guided resolution mechanism to search for answers and provide resolution.

Sources:

1. https://www.forrester.com/report/Trends+2016+The+Future+Of+Customer+Service/-/E-RES61372

2. http://searchcrm.techtarget.com/feature/Why-customer-service-automation-goes-awry