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Luke Addington Luke Addington

Online Customer Service

Ovation Or Frustration?

Luke Addington Luke Addington Monday 11th April 2016

How excited are we, all set for a company outing this year to the Edinburgh Festival Fringe, the largest arts festival in the world since 1947.

With many acts hoping to get their ‘big break’ by getting noticed at this festival – hoping for an ovation, not audience frustration – anticipation is growing.

And this is a little like online customer service today. We all anticipate a good show/customer service, but sometimes are left more frustrated than happy with a brand’s performance.

So what makes for a satisfying customer service experience? According to a recent report – the 2015 U.K. State of Multichannel Customer Service by Microsoft – 64% of customers’ engagement with a brand or organisation’s customer service starts online. 

The show must go on

And in today’s ‘always on’ online world, if we need answers to our questions, we need accurate, first time, no fuss, answers, with little delay. It’s no wonder that a whopping 92% of respondents in the mentioned Microsoft report, expect a brand or organisation to offer self-service to assist them in finding the information they need online.

But shockingly, more than a fourth of consumers who have used a self-service portal, could not find the answers they were looking for as the information was either disorganised, not clear enough or they were not offered the ability to search for it.

And it’s not just customers that get frustrated when they are unable to find the answers they need in an efficient manner. Gartner reports that between 20% – 25% of customer service contact centre agents’ time is wasted trying to find information needed to respond to customer queries. In fact Gartner’s research suggest that 40% of calls to contact centre could be deflected if the information could be found online.

Until the fat lady sings …

We don’t want to bore you with statistics, but we are stumped by the fact that many organisations are still slow in responding to these figures. It has made us wonder why that is.

A lack of consistency and continuity across engagement channels appear to be the main culprit for not matching customer expectations. Having a well implemented customer service strategy with a centralised knowledge-base at its core, is key to meeting the challenges faced by companies wanting to deliver Tony winning, standing ovation, customer experiences.

Break a leg

Sometimes starting over – with technology that is fully integrated and in line with business goals – makes more sense than bolting another technology to a legacy product, that hasn’t adapted as customer behaviour changed.

Cloud-based, automatically updated technology that can adapt to incorporating new and emerging channels has been the key for many leading organisations to not only enhance their online customer service offering, but more importantly, to resolve the majority of customer enquiries quickly and efficiently.

Why not visit the download section on our website where we can offer insight and the technology for developing your customer service strategy such as:

  1. Reducing customer contact – improving first contact resolution
  2. Offering a consistent multi-channel customer service
  3. Improving operational and service cost efficiency
  4. Increasing customer satisfaction & loyalty levels
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