US companies are losing as much as 62 billion dollars annually to bad customer service. That massive number has, unsurprisingly, spurred investments in technology that can help organizations better serve consumers. When most people think of customer service though, few think about technology. They usually think about people. It’s true, good people are at the core of great customer service. Quality customer support tools, however, enable good people to be outstanding.
Therein lies technology’s value. If you’re unsure how exactly technology can/is improving businesses’ ability to service their customer’s needs, keep reading. Below, we share a handful of the ways we’re watching technology change the game when it comes to caring for the people that support entrepreneurs.
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1. Constantly Improving Websites
There’s no clearer example of technology fueling customer service than websites. After all, websites today are powered by cutting-edge tech. From their sleek designs to the speed they load, thousands of lines of code and communication are flung from servers to computers every moment an action is taken on a page. Through websites, customers have found a way to attain quick self-help solutions that touch on their product concerns. That not only provides oft-desired immediacy but also takes the pressure off of you to offer hands-on support.
2. Conversations With Chatbots
If your customer is looking for a more personal touch, they may choose to ditch your website’s FAQ section and instead, strike up a conversation with a robot. That’s right!
A growing number of websites have robots running their customer support chats around the clock to support customers during off-hours or to direct their queries to the right humans when available. Chatbots, while limited in the amount of information they can provide, are getting better every day. Eventually, they may be able to solve the majority of user’s problems, taking pressure off of your payroll.
3. Multiple Means of Getting in Touch
Technology is far from a one-trick pony. As a matter of fact, technology has a virtually unlimited amount of tricks to share. Means of communication are no exception. When your customer wants to get in touch with you, technology enables them to choose to be connected to you via VOIP (internet-based phone), chat, email, or even social media. Those ample choices allow you to meet your customers where they’re at, adding to their overall experience and reducing their discomfort.
4. Tracking Customer Histories
Some customer service needs span multiple days and phone calls. While not optimal, if your customer is being subjected to one of those lengthy support problems, it’s imperative that anyone they talk to be able to gain headway on their needs rather than having to start them from scratch. That’s where customer relations management (CRM) software comes into play.
A quality CRM will allow anyone on your team to pop in a customer’s name and immediately explore their journey. That enables them to always pick up where the last agent left off. It also creates a record of accountability so when an agent promises something on a previous call, the next agent will be able to execute on those promises as opposed to being caught off guard.
5. Marketing Made Personal
Part of the customer service puzzle is being measured in how you engage with customers before they engage with you. One of the chief touch-points teams have with customers is marketing. Technology knows that marketing to customers can spur both positive and negative reactions. On the positive end, if you’re sending customers relevant deals that excite them, they’re going to be happy. If you’re spamming their inboxes with things they have no interest in, you’re going to leave a negative taste in their mouths.
With the help of targeted promotions driven by AI-data, technology is making the process of sorting the wheat from the chaff simple. That means more personalized messages and much happier consumers.
6. Understanding User Experiences
Let’s say your Google bounce rate suggests that 90% of the people that click onto your website click off of it in under 15 seconds. What gives? Without technology, you may never find out. With it, you could employ session recording software that could anonymously collect videos of how a person that lands on your page interacts with it. Through that context, you might discover a link that’s broken, a page that’s items aren’t loading properly, or any number of other things.
7. Putting Faces to Voices
With people’s increased video chatting comfort stemming from 2020, there will be a growing trend in the service industry to ditch voices in favor of faces. If your business wants to jump on that bandwagon, you’re going to need technology’s help. We imagine a future where CRM software will license infrastructure from video chat platforms like Zoom to offer customer support tools that allow speaking face to face with support agents.
Seeing faces when dealing with troubling service issues will help create empathy, reduce tension between parties, and maybe provide enough of a personal touch to spur additional loyalty among customers.
Technology-Driven Customer Support Tools Are Growing in Their Importance
As we’ve illustrated, customer support tools are behind many of yesterday’s, today’s, and tomorrow’s experience innovations. We think tech’s importance in this arena will only pick up steam, so, if you haven’t already, start thinking about how your company can leverage technology to better support its customers. By answering those difficult questions today, you can lower your chances of being left behind tomorrow.
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