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One Face of the Brand
| Date post: | 15-Jul-2015 |
| Category: |
Technology |
| Upload: | zendesk |
| View: | 7,962 times |
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One Face of the Brand
Key questions for retailers
1. Is it important to reduce the risk that your best customers may switch to acompetitor due to support issues?
2. Is increasing brand loyalty and referrals critical to future revenue growth?
THE NEW CUSTOMER SERVICE IMPERATIVES FOR RETAILERS
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Create a seamless customer service experience
Meet the customer wherever they are and when they choose
Customer service issues must be resolved quickly
Customer service must be seamless across all communication channels where customer
interactions and feedback occur
Seamless customer service drives collaboration and puts the customer at the center of shared efforts
EVEN A SINGLE ISSUE MAY CROSS MULTIPLE CHANNELS
When the customer is online later that day, they use chat to check the progress and tweet about their support experience
A customer sends an email requesting support
Retailer follow-up starts with email and continues to phone
Meet the customer wherever they are and when they choose
2
The proliferation of communication channels poses a challenge when trying to meet the customer
wherever they are
To meet the customer wherever they are, remember support is more than just a ticket.
Self-service tools empower customers
Meet the customer wherever they are to improve the customer service experience and increase profits
If customers’ issues are resolved quickly no matter which channel they use, they feel
valued by the brand
An issue that is resolved within 24 hours, at the first point of contact--something more likely to occur when all customer communication vehicles are in sync--can be up to 170% less costly than an issue that takes 48 hours to resolve
If issues aren’t resolved quickly, or customers experience slower resolution times when using different channels, this inconsistency fractures the customer experience
FIVE STEPS TO A NEW RETAIL CUSTOMER SERVICE SCORECARD
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Benchmark time to resolution
Benchmark current costs
Identify communication channel gaps
Empower an internal cross-functional excellence team
Assess current support platforms and tools
#1Benchmark time to resolution across each
current customer communication channel, and set regular, future benchmarking efforts
#2Benchmark current support costs and project
future pipeline from loyalty and referral business to identify the financial impact of One Face of the
Brand improvements
#3Identify communication channel gaps where your
customers gather but where you don’t have a formal support mechanism; add these to your One Face of the
Brand support plan
#4Empower an internal cross-functional excellence team that owns collaboration on customer service
#5Assess current support platforms and tools and evaluate whether they are
flexible enough to adapt to rapid change
KEY PLATFORM CONSIDERATIONS FOR CUSTOMER SERVICE
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Look for highly adaptable support platforms that can be rapidly implemented without heavy IT resource costs
Subscription-based licensing, to reduce up-front costs and speed adoption throughout the business
Scalability that enables elastic customer service, to adapt to spikes in peak demand seamlessly
Native connectivity, to establish cohesion across all major customer communication vehicles
Ongoing research and development, to rapidly adapt to future, unforeseeable changes to customer communication channels
SaaS and Cloud platforms, to enable rapid deployment no matter what the legacy system environment may be
One Face of the Brand
By using technology to enable seamless cross-department and cross-division collaboration on customer service, retailers can transform a fragmented brand
experience into One Face of the Brand for customers. This will reduce first response time, improve customer satisfaction, and increase brand loyalty and referrals
