The importance of balancing digital and traditional customer service - OUTSOURCING-TODAY.RO
Latest News  

The importance of balancing digital and traditional customer service

This article is from Issue 2 of Customers First magazine – sharing global insights on customer strategy and innovation

2016-12-14 22:11:06 - by Grégoire VIGROUX, Marketing Director for Europe at TELUS International

In the modern era, communicating with consumers requires technology. Digital customer service channels like web, chat, social media, email, and forums offer a convenient, cost-efficient manner to communicate with customers, particularly Millennials. According to Forbes, this attractive group of consumers is predicted to spend $200 billion annually in the U.S. by 2017. They are also notoriously averse to using the phone to contact customer service.
Many brands, however, have a tendency to over-rely on digital capabilities in their customer service strategies. They overlook the importance of human interaction at their peril. Direct person-to-person communication enables us to understand the customer's emotion and offer a sympathetic response, something that automated digital channels, like chatbots, simply can't do.
Thus, the significance of digitalization in customer care is not just about the adoption of new technologies; it's also about adapting to changing customer expectations and demands. Convenient, easily accessible, personalized, seamless, omnichannel, instant and self-help availability are just some of the expectations consumers have today.
While technology can help check off a lot of these boxes, customers can sometimes balk at overreliance on digital channels. Want proof? A recent study by Accenture found that 83% of U.S. consumers prefer dealing with human beings over digital channels when it comes to solving customer service issues.
This doesn't mean that investing in social media, self-help or community management is a mistake. On the contrary, digitalization of customer service provides even more options for customers to interact with brands. What is vital, however, is ensuring that the human element, which customers still expect, remains a core component, regardless of their changing channel preferences.
Here are some considerations to ensure the human touch remains present in your company's digital customer service strategy:

1. Omnichannel customer care


With customers shifting between devices, implementing an omnichannel customer service strategy can help ensure positive interactions across all touch points. The most successful strategy, however, doesn't rely solely on availability across mediums but also on incorporating the human connection where and when a customer needs it.
For example, Amazon has introduced the ‘Mayday' support button on their Kindle Fire, putting a live agent at their customers' fingertips whenever they need help. This instantaneous connection to live support offers a great example of how to combine technology and the human touch in a logical and seamless manner.

2. Text analytics


With social listening tools, brands can combine artificial and human intelligence to proactively solve customer issues, fostering a more positive customer experience. By using text analytics to identify keywords, themes, sentiment and language on various social media platforms, companies can determine the most important issues and respond accordingly. Agents can interject in the conversation to proactively address questions, solicit ideas and solve customer problems.

3. Integrated CRM technology


Humanizing the customer relationship requires knowing who is at the other end of the exchange. Agents should have access to comprehensive customer information in real-time, from a single source, in order to better connect with the customer. Utilizing integrated Customer Relationship Management (CRM) technology allows agents to provide a better level of personalized service, regardless of the channel.
Technology today dictates how people shop, communicate and engage with brands. While the different channels of interaction may seem endless, it's important to remember – how you make the customer feel is what will have a lasting impact.


Customer service quick facts.
www.telusinternational-europe.com / www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Larry Ellison announced the availability of Oracle Autonomous Transaction Processing

Oracle Executive Chairman and CTO Larry Ellisonrecently marked a major milestone in the company's autonomous strategy with the availability of the latest Oracle Autonomous Database Cloud Service, Oracle Autonom

 Read Full article »
Ness Digital Development center in Iasi expands activity, creates new jobs

Ness Digital Engineering, one of the leading global providers of IT services, is consolidating the activities of its center based in Palas Iași, adding two major companies in the field of telecom, media & ente

 Read Full article »
BearingPoint expands its Security Advisory Center of Excellence in Romania

Technology consultancy company BearingPoint announced that it is expanding its Security Advisory Center of Excellence (CoE) in Romania.

 Read Full article »
Connections signs partnership with UiPath, aims 5 mln Euro from robots in 2019

Digital transformation company Connections, operating in Romania, Bulgaria and Serbia, has signed a partnership with UiPath, the Enterprise Robotic Process Automation (RPA) platform with the fastest acquisitio

 Read Full article »
Endava marks IPO and first day of trading on New York Stock Exchange

Endava opened for trading on the New York Stock Exchange (NYSE) under the ticker symbol "DAVA" following its initial public offering.

 Read Full article »
Colliers: Co-working changes Romanian office leasing data

The end of the first semester has brought into light great achievements from regional cities in all real estate segments. Bucharest has also performed well and, according to the real estate consultancy company

 Read Full article »
Atos, closer to acquire Syntel

Atos and Syntel have entered into a definitive merger agreement under which Atos will acquire Syntel for cash consideration of c. 3.4 billion US dollars, 41.0 Us dollars per share, representing apx. 14 per cent

 Read Full article »
Turkey's TotalSoft completes acquisition of Romania's Architected Business Solutions

Turkish-owned software company TotalSoft said on Monday it has completed the acquisition and merger of Romanian business management consultancy group Architected Business Solutions (ABS). The deal was announced

 Read Full article »
SAP and Lufthansa launch world's first "Aviation Blockchain Challenge"

The Lufthansa Innovation Hub and the SAP.iO Foundries program in Berlin launched the "Aviation Blockchain Challenge" to draw attention to the potential of blockchain technology in the aviation industry, uncover

 Read Full article »
Endava specialists put 3-month work in Via Transilvanica platform

The Via Transilvanica online platform, a concept initiated by the Tăşuleasa Social Association, was developed pro-bono by an Endava team in three months. A smartphone application, interactivity and tagging fu

 Read Full article »
 
 
MOST READ ARTICLES
» The Outsourcing industry announces its...
» French energy operator Total opened su...
» Endava expands its IT team in Republic...
» Larry Ellison announced the availabili...
» Jacek Levernes: Promoting Romania and ...
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» Central European Investment Volumes Re...
» Olga Botusan, Stefanini: There is a hu...
» PwC: The competitive advantages of Rom...
» Romanian Outsourcing Awards for Excell...
 
EDITOR CHOICE
The long way from Learning to Development

How to succeed in reaching the young and the valuable employees and wining their hearts and minds, so they will forever be committed to gain knowledge, evolve in profession and build a strong career inside the

 Read Full article »
Synergy of skills

There are over 250.000 employees only in the class A and B office buildings in Bucharest and around one million employees spread around the city. How does the office market cope with the need of companies to ac

 Read Full article »
Risk management in industry 4.0. The risks are new, how is the management?

The ink is not yet dry in terms of GDPR's EU compliance regulations and the last few months have been a very useful exercise for everybody, either vendor, producer or consumer to understand that rigid concepts

 Read Full article »
In the search of the best next available resource, human or not

With the work demand expressed for the "traditional" job openings in ITO, HRO, BPO or SSC, the question formulated by the industry stakeholders points to some concerns regarding the future availability of the s

 Read Full article »
Competing in outsourcing: racing of endurance and skills

As Romania's outsourcing sector is currently estimated to employ more than 100,000 people, a constant evolution in the past years (with 15.000 employees registered in 2007), the local market is a popular nearsh

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events