Antonio Herranz: «Show Customers you Care!!»

Antonio Herranz (Digital Senior Manager Accenture | Startups Advisor Wayra)
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«The Service is growing on relevance for clients choice and the punishment of doing bad is harmful. Poor customer service is a very well-known problem and ensuring that companies can efficiently exceed customer expectations is harder still.

»According to Accenture, some of the main reasons why customers get frustrated when they contact the company multiple times for the same reason (81%), when they cannot trust companies with protection of personal information (72%), when receiving inconsistent offers through different channels when shopping (59%) or when their available personal information is not used to make interactions more relevant (48%). This means, consumers perceive long waits, rude representatives, poor attention and lack of automatization.

»Considering the current situation of Servicing, companies should evolve their Customer Care strategy from a reactive approach where service is a remedy to a proactive one where care is an experience.

»As one of the main problems that companies are facing to turn from a siloed organization to a cross-value driven, they should be more thoughtfully on the human side; the customer service might deliver an outstanding experience through exploiting new digital capabilities and channels, offering proactive resolution, enabling self-service solutions and empowering data driven business models.

»This will allow organizations significant cost reductions, while improving customer satisfaction metrics, sales increases and loyalty enhancements.

»As now, “every customer is a digital customer” and consumers expect a digital, personalized and seamless experience, let ‘s discover the main customer experience trends affecting the customer service:

Source: Accenture Digital Customer Service.

»Most organizations plan their service without considering the customer’s opinion and this usually comes to different issues as in example unhappiness of the customers due to the low quality of the service, continuous enhancements requests, business and IT lack of alignment, etc.

»Being customer centric by placing users in the middle for the design of the service is key. While typical internal analysis considers business insights, KPIs and traditional methodologies, a service design approach would usually manage agile research methods and techniques that provides a 360º overview of the company’s product or service and customer expectations.

»As the number of customers concerned about service and experience is at its highest point in history and continues to intensify rapidly, companies are finding themselves behind on customer service sophistication and contact center transformation is becoming a must.

»Rising customer expectations, increasing complexity and cost pressure are challenging the old ways of working. There is a need to rethink the customer service focus on customer experience, meanwhile shifting part of the interactions on digital channels and moving from a reactive to a proactive approach, meaning: From Product Centric to Customer Centric.

»What is the digitization of the customer service in terms of trends?

»Digital Touchpoints: Supporting clients migration to new channels while optimizing more traditional channels.

»• Enables an end to end approach broadening the digital way that clients contact, based on new customer journeys to delight customer interactions through the right mix of channels, both digital and analog.

»Automatization: Robotic Process Automation or Robotics, to automate business processes that are highly repetitive, rule-based and use structured data:

»• Creation of a ‘Virtualised Workforce’ that emulates the rapid automation and execution of repetitive steps in a process.

»• Interaction with systems in the same way as a human user, meaning no complex system integration required.

»• Business Configuration of processes that can be automated, through simple, intuitive user interface.

»Self-service: Providing customers the option of self-service for any interaction instead of working through an agent.

»• Empowers customer experience satisfying their digital demands.

»• Possibility to offer a good service anytime and anywhere.

»• Provides available free time for Agents to attend to more valuable interactions.

»Performance: Providing customer care agents with a single view of all the data and tools they need to help them to solve customer problems as quickly and simply as possible.

»• Single view of data and tools for agents to solve customer problems as quickly and simply as possible.

»• From basic live-chat to a global cloud platform embedding real-time video, voice, messaging, and collaboration experiences into websites.

»Definitely... What is needed to Enable a Digital Customer Service?

Source: Accenture Digital Customer Service.

»Based on Accenture research, we have identified eight new, innovative themes that create and sustain more flexible and integrated service capabilities and enable the possibility to develop a Digital Customer Service:

»1. Get to know your customers: Absorb customer data and synthetize it into actionable insights.

»2. Personalize experiences: Tailor interactions and campaigns to each individual and context.

»3. Unleash cross / up – sales opportunities: Leverage communications along the traveler journey to suggest relevant products and services.

»4. Delight through service & support: Be recognized as an accessible, efficient and trusted recourse and advisor for customers.

»5. Optimize operational efficiency: Infuse automation and technology into all stages of operations leveraging business intelligence for business decisions.

»6. Distinguish through Customer Experience: Differentiate brand and experience in alignment with customer expectations.

»7. Stand Out online: Acquire new customers through organic and paid traffic.

»8. Engage & retain customers: Retain acquired customers and maximize their lifetime value.»