Whether you realize it or not, your business is fighting a battle every day, and your customers are right in the middle of the melee. This fight isn’t over pricing, or product features, or website traffic. Many would argue that products, prices, and branding can all be replicated. It’s by providing an exceptional customer experience that you will truly set your company apart and create loyalty.
“The customer experience is the next competitive battleground”
– Jerry Gregoire, Dell
Delightful customer experiences are memorable and influential. They not only impact immediate buying decisions, but are also the stories that get shared among friends, live on in online reviews, and truly build brand value.
We know that company culture has a huge impact on customer experience. But many companies are also turning to customer support technology to gain a competitive edge. In fact, Forrester recently reported that customer support reps that stay engaged through the use of a customer support tool can improve customer satisfaction by over 35 percent.
So what does the technology impact on Customer Service look like?
The Customer Support Technology That’s Driving Success
There are many different categories of customer support technology that are helping customer service reps deliver fast, consistent, and personalized solutions. Here are just a few examples:
- Live chat lets customers reach a representative by chatting on a business’s website, resulting in a faster response than they would have gotten through email or over the phone.
- Face-to-face video, which you can see in video conferencing tools like Zoom, let customer service reps build a more personal connection with customers through eye contact and body language.
- CRM systems are essential for helping businesses store and organize information about their customers and past communications. Customer service reps can refer to the information in the CRM to learn more about the customers they’re speaking to and determine how to deliver the best possible experience.
- Knowledge sharing platforms, like Bloomfire, give businesses a central hub to store company information, including commonly asked customer service questions. Customer service reps can quickly search a knowledge sharing platform to find the information they need to help their customers, reducing the time to resolution.
In addition to reducing time to resolution, an internal knowledge base can also increase customer satisfaction and make your employees more efficient. Robust Q&A functionality allows your customer service reps to ask and answer questions while leaving a historical trail that is keyword tagged, indexed, searchable, and easily updated so the next person with the same question can easily find the answer. Even comments are indexed to make them easily searchable.
Analytics within a knowledge base are also an important factor in leveraging technology to improve the customer experience. What if you could access real-time, actionable metrics on community growth and responsiveness, user engagement, trending topics, popular questions, and top contributors. This allows you to see what information is being used most and what gaps you may have in your content.
“The customer’s perception is your reality.”
– Kate Zabriskie, Author of Customer Service Excellence: How To Deliver Value To Today’s Busy Customer
If you’re not leveraging technology to answer questions faster, and with more accurate and helpful information, then you may be losing the customer experience battle. The bottom line: if you’re not fighting to win over your customers every day, then someone else will.