Is it time to upgrade your customer support experience?
75 billion dollars.
This is how much revenue is lost to poor customer service.
The effects of dissatisfaction with support are clear, but what is the intervening variable? Why do service issues result in such strong backlash? It is because customer expectations have increased immensely. People have become used to a high level of relevance in their digital experiences. When this is not delivered, it leads to an adverse reaction equal in magnitude.
Maintaining relevance is easier to achieve than you might think. In their latest report, Technology Services Industry Association (TSIA) explores the three pillars that form a great support experience. Keeping these foundations in mind will ensure that customer expectations are met and exceeded at every stage of their journey.
Pillar 1: Persistence.
Interactions cannot be evaluated in isolation. Each one is a valuable part of a much larger story that helps you to understand your customers better. In knowing who they are, it is far easier to determine how to provide them what they need.
A major obstacle preventing companies from embracing persistence is actually an expansion in channel usage. Options have come to include “chat, online communities, and social media, as well as mobile enablement.” Data is captured in these disparate sources, but not shared between them. Organizations understand their customers in one channel, but lose those insights when the customers move to a different channel, especially when they end up calling a contact center.
When data is unified across all of the customer’s touchpoints, agents will have a better understanding of the customer’s issues and save valuable time on the phone. In addition, with a consistent content experience across channels, customers are better able to self-serve. For example, a Coveo customer, Palo Alto Networks, has saved more than $1.67M in less than two years by deflecting cases using relevant and personalized content.
Pillar 2: Personalization.
At this point in time, personalization is the expectation. Individuals are being asked to provide more information every day. This comes with the assumption that it will be used to build experiences tailored to them.
Customers expect personalization to be both more effective and applied across every channel. They want personalization to apply beyond sales as customers will become “increasingly resistant to provide information.”
Coveo’s AI-powered search and recommendations technology extends personalization to the support experience. After implementing this technology, Medallia found that Tier One agents were able to handle 34% more cases on their own. When customer support is personalized, cases can be resolved more quickly, without the need for further action.
Pillar 3: Intelligence.
There’s a secret ingredient in leading customer experiences that many organizations have overlooked: artificial intelligence. Many companies are limiting AI to “trend analysis and customer segmentation,” without realizing its potential to have a major impact on support experiences.
AI allows you to exceed customer expectations by predicting what they will be before they even arise. After only eight months as a Coveo customer, BRP reported that their agents’ query click-through average was 57.5% (the best-in-class benchmark is 50%). Notably, 50% of those clicks were from machine learning suggestions. AI augments self-service by learning what to provide customers before they even realize they need it. Humans simply are not capable of this level of foresight.
Persistence. Personalization. Intelligence. They are not complex to understand, but they are essential to providing an effective customer support experience. Download the full TSIA report below for a more in-depth exploration of what to prioritize as well as actionable next steps to take on your road to relevance.