Thankful

Ghosts of Customer Service Past

McKay Borbon | Content Marketing Manager


 

Let’s talk CX horror stories. We all have them. From waiting on hold for an hour only to get disconnected, to going back-and-forth with a low-grade chatbot that just doesn’t understand what you’re saying. The ending to all these stories is the same; frustration with a high chance of churn. 

 

Even during spooky season, the last thing your service experiences should be is scary. It won’t just be frightening for customers, but also your brand. All it takes is one bad experience for ⅓ of customers to jump ship and less than three negative experiences for 92% of customers to quit doing business with you.  

 

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To avoid facing the fear of customer turnover, don’t invite these ghosts of customer service past into your CX practices:

 

Deflection

Is there a time and a place for self-service? Yes. Is that when customers are trying to connect with a member of your support team? No. Deflection is a trick, not a treat. 

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The best a brand can hope for is that their self-service option is enough to help a customer figure out their own problem. Anytime a brand does not provide full service, they are missing an opportunity to make the customer feel valued and cared for. And for that reason, deflection is a service trend that is best left in the past. 

 

Cookie-Cutter Responses

If you’re copying and pasting your responses to customers, you’re doing it wrong. Consistent experiences are key, but that doesn’t mean skipping out on personalization. Your customers want to feel known and taken care of, so each service interaction should be tailored to each individual. 

 

It may seem time-consuming and high-effort to give every single customer a service experience that is personalized to their needs, but it is an essential part of building a brand-customer relationship. Without it, your customers’ loyalty will be at risk. When customers don’t get the personalized support they expect, they are 4 times more likely to jump to a competitor

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The good news is that you can deliver more personalized service with the help of technology. Implementing a helpdesk that provides a unified view of a customer’s profile and history with your brand can make it quick and easy for your agents to tailor responses to customers. When it comes to providing personalized experiences at scale, the right AI automation tools can offer interactions that are highly individualized. 

 

Reactive Service

Relying solely on reactive customer service processes is a strategy of the past. Today’s customers have numerous options of where to take their business, so it’s not enough to stand by and wait for them to come to you. 

 

With robust business analytics and predictive tech, you can keep tabs on trending issues that may impact the customer experience. Real-time data, reports, and alerts can help your team prepare and take action. Proactive service allows you to get ahead of customer problems - and the competition.

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9 - 5 Support

When your service department clocks out for the day, your customers’ problems don’t suddenly come to a halt. No matter what time it is, you should be there for your customers when they need you. This means providing 24/7 support. Your customers have 99 problems, but reaching your customer support team shouldn’t be one. 

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Leveraging AI automation can ensure your customers’ problems are resolved quickly and accurately at all hours of the day. Not only are your customers able to get help when they need it, but with AI providing around-the-clock service your agents’ won’t be facing a massive ticket queue when they clock back in. 

 

Disjointed CX

If the experience isn’t seamless, 94% of customers don’t want it. Make sure your CX is consistent, on-brand, and personalized across all customer touchpoints and every channel. It’s not enough to be multi-channel, you must be omnichannel. Whether a customer is submitting a track order request via live chat or emailing your support team to request an exchange, they should be receiving the same high-quality service. 

 

You can’t deliver a unified CX if your backend systems and processes are in shambles. Reduce the friction of coordinating multiple systems by utilizing technology that easily integrates with your existing tech. A unified view of each customer’s profile and service history is also essential for providing a truly seamless and personal experience. 

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If you’re delivering service experiences that are all tricks and no treats, then consider your brand dead to customers. But with a customer-centric approach and modern CX technology, you can cure the service scaries and provide loyalty boosting experiences.


McKay Borbon | Content Marketing Manager

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