To contact any company – buy a product or service, enquire about different topics or file a complaint – at least every third person uses more than four communication channels, according to results of a study carried out by multi-channel contact centre solution company Genesys.
Taking everything into account it may turn out that people use up to a dozen different communication channels. With that, it can be concluded that we live in a digital age. If a business wishes to survive, work and forge its reputation, it is necessary to consider following certain rules. BiSMART technology platform and Adventus Solutions have compiled some of them:
Everything should be done in a simple and seamless way
Studies by McKinsey Consultation Company reveal that contact centres with an effective digital strategy help increase client satisfaction to 33% and help save 25-30% of resources. «Digital clients like it when things are done quickly and seamlessly. This is why it would be a good idea to use communication tools people often use in their day-to-day lives to connect with clients better. Clients can be active users of social networks, mobile applications or online tools. Regardless of their chosen format, it is worth using the same communication tools,» – says Genesys digital channels strategic business director Richard McCrossan.
FAQs are important
The freedom the internet provides to people wishing to learn the necessary information on their own is staggering. Estimates and surveys by Genesys show that for the first time in history 65% of clients look for information on their own before contacting service providers and traders.
A successful digital strategy helps create useful self-service channels and a stable fact base for clients to use in their information searches.
Quality self-service is key to successful customer service
The new millennium generation has gotten used to remote communication so much that self-service options are now taken for granted. According to information from The Center for Generational Kinetics, people with positive self-service experience positively view customer service as a whole.
70% of female representatives of the millennium generation admit feeling comfortable being able to resolve matters on their own, without involving other people.
Self-service consists of automated notifications about standing payments, services and other matters. Self-service also helps reduce the pressure on customer support centres. With that, it is highly important to make sure notifications are delivered in time. People will value the ability provided to them to control what they receive.
Social networks can be used for actual communication with companies
Digital revolution is a tree with two ends – on one end there are companies hoping to reach clients more efficiently, and on the other end there is the freedom to express one’s dissatisfaction publicly. Genesys study shows that 84% of clients are prepared to share their negative experiences on social networks.
At the same time, Adweek study shows that nearly 60% of complaints posted on Twitter remain ignored. At the same time 72% of those who ask questions using Twitter, expect companies to respond. 42% expect replies within one hour.
Businesses with growing customer base should consider creating an image on social networks and communicating with customers there to maintain reputation and collect feedback.