Five Principles to Use as Your Navigational Guide
“It is 6x to 7x more difficult to acquire a new customer than to keep an existing one.”
“82% of customers are likely to stop spending with a company as a result of a bad customer service experience.”
“Customers want consistent experiences across all engagement channels—social, live web chat, email, voice—irrespective of the device they’re using.”
The magnitude of delivering a great customer service experience has never been greater than today. The rise of the Digital Age with the proliferation of new technologies provides companies of all shapes and sizes with both immense opportunities and challenges.
The Rise of the Millennials
Part of the transformation that is taking place is driven by the rise of the Millennial generation, the biggest generation in history, which just came of age (now between 18 and 34). Now comprising the majority of the workforce in the U.S., Millennials cannot remember a time without mobile devices, social media, or high-speed Internet. When it comes to customer service, their perception is that they can easily find answers to their questions and solutions to their problems—anytime, anywhere, on any device, and via any channel.
It is not simply confined to B2C; consumerization of digital blurs the lines between B2C and B2B. Customers expect to have the ability to do everything from their mobile devices. They also want consistent experiences across all engagement channels—social, live web chat, email, voice—irrespective of the device they are using. Personalization of the customer experience is no longer a “nice to have,” but rather something customers demand from their vendors. Digital interactions with customers need to account for their demographics and behaviors and, in the case of businesses their firmagraphics (e.g., company size, industry, persona, journey stage).
Importance of Digital Customer Service
Failing to provide an expected experience to a customer can be detrimental. Fifty-eight percent of B2B customers today are more likely to tell others about their customer experiences than five years ago. Compared to just five years ago, customers are three times more likely to share brand information—good or bad—with someone they do not know. This activity is viral, with 45 percent sharing bad experiences and 30% sharing good experiences on social media.
It goes beyond customers spreading good or bad news about their customer experiences. Eighty-two percent are likely to stop spending with a company as a result of a bad customer service experience. Losing customers should not be an option, considering that it is six to seven times more expensive to acquire a new customer than to keep an existing one.
Five Principles of Digital Customer Service
Businesses that ignore the ramifications of the digital customer service revolution do so at their own peril. The following are five principles that you need to remember when crafting your digital customer service strategy:
- Human engagement. One of the most important differentiators in the Digital Age is the human element. Do not forget to include it!
- No generalizations. Customers want multiple engagement options and the ability to seamlessly move between each of the different channels, and expect their vendors to do so as well.
- Out of control. Businesses no longer control the relationship and the customer experience engagement method. Customers pick and choose how they want to connect—both device and channel. An astonishing one-quarter do not go to vendor websites for issue resolution, but visit third-party websites and forums.
- Integrated experience. The context of every customer interaction, including self-service, must be portable, thereby allowing customers to transfer seamlessly between engagement channels (e.g., virtual assistant, email, voice, live web chat, social). Your methodologies and workflows that enable these transitions must be channel agnostic.
- Mobilize advocates, neutralize detractors. You need to think about taking your customer relationships to the next level by mobilizing those who are happy as advocates. Digital customer service is an opportunity to empower those customers to advocate on your behalf while also defusing situations that may produce vocal detractors.
Crafting Your Digital Solution
Reverbant has been working with businesses to ensure they deliver outstanding customer experiences when it comes to service across all of their digital channels. Recognizing that your customers do not want to talk to you in silos, we can help you break down the barriers between them, enabling you to deliver a seamless customer service experience regardless of what device of engagement channel your customer uses.
For a more in-depth look at customer service in the digital age, check out our eBook “Digital Transformation Made for Small Businesses: Four Areas of Opportunity.” Or simply give us a call at +1-925-322-0268.