You can make a big impact on your customer experience just by automating routine functions for your support team. For example, a ticketing system can automate actions like creating new tickets, distributing and assigning them to reps, and sending follow-up emails if a ticket isn’t responded to. These little actions add up throughout a support shift, so the more you can automate, the more efficient your service experience will be.
Business Example: Comcast Xfinity
If you’ve ever set up a cable subscription, you know it can involve a lot of back and forth with your provider’s support team. First, you need to buy the subscription, then you need to set up the router, and finally, you need to activate your devices so it’s linked to your provider.
Comcast Xfinity makes most of this easy by adding an automated phone tree to its support experience. The AI first determines if there’s an account associated with the caller’s phone number, then tries to determine where they are in the setup process based on their previous interactions with the company. Once it pinpoints where the customer is having trouble, the system forwards them to a rep who’s best suited to help.
Proactive customer service means your support team is actively looking for new problems that may affect the customer experience. When a new problem is discovered, your team gets ahead of the issue and either solves it before it affects your users or alerts your customers so they can prepare for it ahead of time. This shows customers that you’re constantly thinking about their success and are doing everything you can to clear roadblocks that would prevent them from achieving their goals.
Business Example: Anglian Water
Anglian Water is a public water provider that operates in east England. If its system shuts down, its customers are going to installment loan same day Oregon want to know immediately about any disruption to their water supply. So, the company offers this interactive map that notifies customers whenever there’s an outage or construction taking place on a water line. Customers can also subscribe to emails or SMS messages that will update them in real-time regarding any changes to their service.
10. Re-Evaluate Your Mobile Experience.
With so much focus being placed on your stores, website, and social media accounts, it can be easy to overlook your mobile experience. However, research shows that 57% of people won’t recommend your brand if it has a poor mobile website or app. And, 50% of customers will stop interacting with your website altogether, even if they like your products and services. This makes mobile just as important as your desktop or in-store experience, especially as people continue to use smartphones to access information on the go.
Business Example: Nike
Nike created a self-service experience in one of its stores by offering a new app called the “Speed Shop.” The Speed Shop was designed to allow customers to buy Nike products in stores without the help of a service representative. Customers would simply download the app, scan product barcodes, then confirm their purchase digitally on their way out the door. The image below shows us exactly how this process worked.
11. Build a Customer-First Culture.
A customer-first strategy is built from the top down. Management has to prioritize customer needs then communicate those values to the rest of the organization. If everyone at the company is putting the customer first, then you’ll have a culture that revolves around customer success and delight will become the standard experience at your company – not just the occasional interaction where a rep goes above and beyond.