There is no doubt about it – every day the expectation and demand for personalized client service is increasing. Indeed, our study discovered that 42% of customers would rather wait for a knowledgeable agent than get a quick response.
But what does personalized service imply, and how do you offer it?
People shopped in local shops years ago, served every day of their life by the same shopkeepers. That’s personalized service.
Now, you are buying products around the globe from brands that understand the history of your purchase and delivering the products to your door. That’s custom service.
Providing ‘ private ‘ service in call centers is dependent on friendly agents and excellent relations. It’s quite simple.
But customized customer service implies knowing the best way to manage each call in a way that fits each client best. It’s fairly difficult across millions of calls.
So how to offer personalized experience to every client?
You need to answer two questions to offer genuinely personalized service:
- What are we familiar with this client?
- What do we believe will need next for this client?
Scenario 1: Maintaining your clients
Personalized service’s first objective is to delight your clients and prevent them from leaving. But it also operates towards a second objective: to increase your customers ‘ lifetime value.
Let’s say I’m one of your clients, and I’ve had some issues with your product lately. I’ve likely contacted your client support team to record my issues ; anyone who looks at my CRM activity or ticketing should be aware that I’m at danger of churning.
So, you’re going to ideally route me to a retention team when I call you, right? But … how are you going to effectively do that? Do I need to talk to an officer who will look up and transfer me latest tickets? Learning that callers really don’t like being passed between agents won’t surprise you.
That’s why it makes sense to integrate ticketing and CRM information with your phone. Indeed, as quickly as I call, your IVR should check my profile for any significant data, such as prior tickets, to get me to the correct team.
Call routing trips can also be designed based on particular brands, languages or agent abilities. These custom touches will not only help you maintain clients, they will also encourage them to become repeat clients faithful to your brand.
Scenario 2: Consistent support
Not only do clients hate being handed over, they hate more than once explaining their issue. In reality, more than 70 percent of clients expect you to understand who they are, what they’ve bought and what they’ve called before.
Let’s put it another way: when a client calls for an update, they expect data to go one way – from you to them.
Scenario 3: Provide alternatives for your clients
Automated services are sometimes a better choice than a live officer. Unfortunately, teams of customer support have a reputation for using automated services to save cash without taking customer experience into consideration.
But two important changes have lately occurred.
First, technology and better access to information made it simpler to generate automated client experiences better and more personalized. It’s not the point of pain they were ten years ago.
Second, the conduct of customers has altered. Customers have come to expect (and prefer) self-service with nearly three-quarters of clients who believe they should be able to fix product or service problems on their own.
So it’s a good idea to offer them self-service alternatives when a client calls. This could imply using your IVR to request or provide data. Or, an SMS with a link to the correct portion of your website or online help portal could be the neatest option.