Driving Engagement with Low-Effort Customer Service

How do you deliver excellentcustomer service?

By reducing customers’ effort in engaging with your company.

The right technology is essential to making this happen.

The Problem: Customers have to reach out to companies multiple times on multiple channels to get their questions answered….

1. Customer reaches out on Twitter with a question/request

2. Company sends a message back (sometimes within hours, sometimes days) asking a few questions

3. Customer responds

4. Company asks them to email for more help

5. Customer has to send an email

6. Customer gets auto-response that they will hear back in 72 hours

7. Customer gets frustrated and calls a rep for help on the phone

This customer had to reach out 4 times on 3 different channels to get help

This high-effort workflow is what the customer actually experiences when you don’t resolve their issue within the same channel

When customer support agents have limited power and control over the service they are able to provide:

● The result is a terrible engagement experience for the customer

These poor experiences are frequently caused by technological constraints.

Equip your agents with the right technology to solve customer issues with minimal effort.

The cost of bad customer service

Sources: Harvard Business Review, Corporate Executive Board

of customers are likely to say something positive about their customer service experience

of customers are likely to speak negatively about their experience

of customers who had a positive service interaction told 10 or more people about it

of customers who had negative experiences told 10 or more people about it

25%

65%

23%

48%

If you make effortless experiences your #1 goal, you will see results...

Source: Corporate Executive Board

To do service right you need to invest in technology that enables you to….

Reach customers where they are

Help customers where they are

Keep track of customers and their issues

Create an effortless experience for customers, agents and the business

This means going all the way...

You have to fully resolve issues on social channels (like Twitter and Messenger) as effortlessly as on traditional servicing channels.

Here is an example of how Uber successfully resolves customer issues without deflecting them to another channel, i.e phone or email.

Make sure that your technology enables you to securely gather customer information

T-Mobile securely authenticates and verifies customers on Twitter and Facebook, enabling customers to provide personal and confidential information while getting their issues resolved within the same channel (learn more about secure authentication here).

Delta Air Lines was one of the first social customer service pioneers.

@deltaassist became a leading force in brands adopting social media as a full service channel, and after implementation, the brand’s online reputation and loyalty grew and grew.

Their standard for online service is on par with (some would even argue better than) the service you receive in person at an airport.

1.18 M Twitter followers

1.6 M likes on Facebook

Responds on social in less than 20 minutes

Leaving no stone unturned, no cloud un-flown through, and no Tweet unanswered.

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1.2 M likes on Facebook

78.5k Twitter followers

40k Instagram followers

Jack in the Box is another great example of a brand that provides effortless social customer care:

They make it extremely easy for customers to provide them with feedback

They avoid channel deflection by empowering their social care team members to resolve issues

They have streamlined the process for agents and for customers (as shown in the screenshots on the next slide).

We were able to double the number of conversations handled per agent in the first week of using Sparkcentral.

The team now handles 3X that amount thanks to the intuitive workflow.

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