Customer service has always been a cornerstone of good business practices and a growth strategy. However, due to the changing nature of business, the way we manage the customer relationship to provide a quality service has transformed. The fact is, traditional methods are simply failing to produce the same results they once did.According to the Institute of Customer Service’s July 2018 report, customer satisfaction in the UK is at 77.9, down 0.3 points from July 2017. This marks the first time since January 2015 that two UKCSI surveys have shown a decline in customer satisfaction. As evidence demonstrates that consistently providing a quality customer experience is essential to securing strong financial return, this is an area that demands serious attention.Enhancing customer satisfaction in your company is often easier said than done. Below are three of the most common challenges business face when trying to improve their customer service approach - and effective ways to overcome them.
Acquiring a comprehensive understanding of your customers’ needs and desires is fundamental. A 360º customer view allows your company to provide better customer service by empowering the customer service agent with the knowledge they need to solve customer queries effectively. According to a Splice Machine white paper, 84% of survey respondents would no longer buy from an organisation that ignored channel preference, purchasing history, and other information relevant to personalising the customer journey. Having a complete view of a customer, history, purchases, interactions and profile can make a massive difference in how we deliver the service.SolutionThe most effective way to build a comprehensive view of your customers’ needs is through data-tracking software. Applications like Zendesk provide an intuitive, user-friendly solution that delivers a comprehensive view of both leads and your current customers, allowing your company to identify trends and customise the customer experience.Integrating your customer service tools with your back office CRM solution will allow you to create that complete view of the customer, so when choosing a customer service platform make sure that systems connect, either via existing out-of-the-box integrations or through integration capabilities via a web services API.
Whether dealing with a query or a customer complaint, the efficiency of your case resolution and escalation processes often proves challenging for businesses of any size. The majority of cases can reach a quick and satisfactory solution withchatbots or readily available customer assistance. However, when more complex issues arise, a company’s internal processes need to be seamless in order to offer quality service.SolutionWhen faced with a high volume of customer queries or complaints, a well-placed FAQs section can make all the difference. According to a 2018 report, 83% of customers go to a company’s webpage to find what they’re looking for. Having a robust and high-quality website will not only increase general satisfaction, but will also reduce the number of cases that require escalation.However, when cases do need further attention, your internal processes must be adequately prepared. This involves concentrating on a few key areas:- Providing customers with self help capabilities that speed up the resolution process- Routing specific queries to matter specialists- Prioritising cases according to their level of urgency- Prioritising cases according to the “customer lifetime value”- Measuring case metrics to continue optimising issuesCase priorityEach case has its own urgency level, which is determined by your company’s goals and priorities. No matter what your criteria, it is crucial to integrate processes that help to establish case priority. This step helps your company build an efficient ticket escalation process, resulting in a more streamlined customer service experience.MeasuringIn addition to improving your customer service processes, tracking case metrics such as customer satisfaction levels and response times is hugely beneficial. This data allows your company to measure progress in sales, and identify areas for improvement in internal case management and interactions with customers. For your sales team, this could also mean introducing gamification tools to enhance employee performance.
Interdepartmental information sharing is essential when forming a cohesive, cross-company strategy. However, this is never more true than when it comes to support channels. If they are not well connected, they run the risk of losing details, providing contradictory information, or giving repetitive advice. All of these eventualities result in lower customer satisfaction and increased churn.It costs 5 times more to acquire new customers than it does to keep current ones, and yet 80% of your company’s revenue comes from just 20% of your existing customers. With 75% of customers expecting a consistent experience wherever they engage with your brand, there is quantifiable and demonstrative value in providing consistent cross-channel support.SolutionIf your internal processes are lacking alignment, providing the experience your customer demands will be a substantial challenge. With an all-encompassing platform like Zendesk integrated with your CRM systems, your company will benefit from real time, up-to-date information sharing across channels. In this way, you can provide apt and case-specific resolutions to customers, regardless of the channel they find themselves on.The Institute of Customer Service’s report reveals a strong link between consistently above-average customer service in a specific sector and an increase in a company’s ROI and productivity. This trend indicates a clear opportunity for companies to make customer service a serious value differentiator against the competition. When properly leveraged, you can stimulate long-lasting results across the board and drive your company to new financial heights.
A 360-degree customer view brings together a customer's history, purchases, interactions and profile so service agents can understand their needs. Having this information available helps agents address queries effectively and personalise support, rather than treating each interaction without the context of previous contacts or preferences.
Businesses should check that their customer service platform can connect with the back-office CRM, either through existing out-of-the-box integrations or a web services API. Connecting these systems supports a more complete customer view, helping teams use customer information to identify trends and customise the service experience.
A well-placed FAQ section and customer self-help capabilities can help people find answers without escalating every enquiry. These resources can speed up resolution and reduce the number of cases requiring further attention, particularly when the business faces a high volume of queries or complaints.
When a case needs further attention, internal processes should route specific queries to subject specialists and establish clear priorities. Supporting self-help and measuring case outcomes also contributes to queue optimisation. Seamless internal processes are especially important for complex issues that cannot be resolved through readily available assistance.
Case priority can reflect the urgency of the issue and the customer's lifetime value, with criteria shaped by the company's goals and priorities. Establishing these criteria within the service process helps teams manage escalation more efficiently and deliver a more streamlined experience when cases compete for attention.
Customer satisfaction levels and response times are useful case metrics to track. Measuring them helps a business assess progress and identify areas for improvement in internal case management and customer interactions. Monitoring performance complements changes to service processes by showing where further optimisation is needed.
Disconnected support channels can lose important details, provide contradictory information or give customers repetitive advice. These problems undermine consistency and can contribute to lower satisfaction and increased churn. Sharing information between departments is therefore important for a cohesive service approach across the channels customers use.
Integrating a customer service platform such as Zendesk with CRM systems supports real-time, up-to-date information sharing across channels. With aligned internal processes and shared customer information, teams can offer resolutions suited to the specific case regardless of the channel through which the customer contacts them.
