June 18, 2019
Article was written by Amas Tenumah, Director Customer Service Applications
Technology and market forces in the electronics industry are rapidly driving change in business models, customer journeys, and product lines. Product life cycles are shorter than ever before and simultaneously customers are demanding innovation in products and services. Leaders in the industry recognize that to deliver innovative products and services, they must better understand customers’ needs and expectations.
Businesses that take a holistic approach to delivering customer expectations will unlock new value and reach unprecedented levels of business performance. To have a holistic understanding of customer needs, motivations, and behaviors require mapping out a customer journey across marketing, sales, and service. As part of this transformation, many companies today are looking beyond solving immediate problems, and are investing in building a smarter contact center that anticipates and responds to customer needs and delivers seamless, personalized customer experience.
A key part of delivering on this experience is customer service and support–especially in a marketplace where competing on product alone is a losing proposition. Customers expect customer service to not only be easier and faster but also smarter–offering personalized service across every channel. Agents are increasingly tasked with building relationships and driving revenue; it only takes one negative experience to lose a customer to a competitor. Competing on service and support will require more than digitizing, it will involve re-thinking the contact center and the contact center agent. To do that, businesses need to focus on three priorities:
In addition to creating a single pane of glass for an adaptable agent experience based on an individual’s skill set, level (i.e. Tier I or Tier II), and role, self-service capabilities can offload rote and routine tasks– freeing up more time for agents to solve more complex issues. To that end, Augmented Intelligence (AI)-powered chatbots and AI enabled technology that surfaces just-in-time information are also helpful for scaling quality customer service.
Turn your omni efforts inward to bridge the internal information silos so that Contact Center agents can stay on one system of interaction and access information across multiple channels and systems of record. With omnichannel capabilities, customer service and support is continuous and contextual without requiring agents to copy and paste information from one system to another.
Service organizations are usually the primary source of customer intelligence and the information is traditionally used to prevent churn. Service centers are increasingly using service and support for revenue generation, with cross sell and upsell capabilities.
While these priorities are applicable to every industry, the electronics industry has the daunting task of finding a balance between executing on these priorities and keeping up with the rapid pace of innovation.
Contact one of our Smarter Contact Center experts to discuss your customer care strategy.