- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Claridge’s: A Great Place To Discuss Personalised Customer Service
Posted on August 31st 2012
The homemade marshmallows were to die for as indeed were the scallops. The wine was divine, the service impeccable and the evening slipped by in animated discussion. Of course, this is insufficient justification to choose NewVoiceMedia for your new telephony infrastructure, but it’s pretty damn close-)
Next morning’s customary email exchanges suggested a good time was had by all.
The Quest For Personalised Customer Service
So where to begin? We did of course discuss more than the menu. I’d chosen two themes to get things going. The first was the opportunity to deliver personalised customer service via intelligent routing.
If you have a few years under your belt in the Contact Centre space then that phrase will sound familiar. And indeed it is for those who tuned into high end Customer Service functionality. Intelligent routing was a core feature from which much benefit should have flowed. Only it didn’t, since it was too expensive for two thirds of the market, and too complex for those who did buy it.
Instead, the kind of routing that became industry standard was the skills-based variety. In other words an internal perspective, based on resourcing considerations that neatly plugged into the mindset of workforce management solutions.
Yes it is true that multi-skilling does help scheduling. But organising routing based on interaction media i.e. voice or text does not make an experiential difference to customers unless of course the skills being deployed are woefully inadequate.
It only starts to matter when priorities are reversed and we explore what intelligent routing can offer customers. What then becomes exciting is the tangible opportunity to differentiate around your brand’s service experience.
Why? Because given all that internal preoccupation with utilisation, customer feedback suggests widespread dissatisfaction over a set of long term issues. Pretty much any customer survey over the last ten years will tell you the following about what upsets them and needs fixing:
I’ve been berating customer service leadership teams for ever and a day about getting these aspects of their service experience fixed. Unfortunately to little effect. This inability to solve such a well reported issue is a the ‘smoking gun’ that proves truly personalised customer service remains an open field for experimentation and positive branding.
So our first discussion of the night was about the real opportunity for delivering a memorable service experience. Just think about it. Have you ever heard someone praise a call centre for being able to anticipate their situation and then make the delivery of what happens next relevant and personalised? ‘Scalable intimacy’ as I’ve heard it described.
Sounds perfect in theory. Pity it’s so absent in practice!
But that’s the beauty of cloud based CTI when deeply integrated with CRM held customer data and workflow. Here is a great opportunity to flex your creative muscles and go to town on experimenting with your own version of ‘scalable intimacy’. It works, is affordable and can be iterated without the need for IS/IT involvement.
The Secret Is To Anticipate Situations That Matter To Customers
Delivering personalised customer service does need some research and thought. It has to matter to the customer and have a conscious and positive impact on their experience. So at the very least NPS scores should be improving. At best, more commercial metrics such as up-sell rates and lifetime values should also see steady improvement.
The focus needs to shift from internal planning issues to understanding what situations customer find themselves in. Then design service experiences that make each one easier and less stressful. Here is a powerful example of what I mean. At dinner there was someone from the spread betting world. They came out with a killer stat about their space.
“90% Of Customers Lose 90% Of Their Bets In 90 Days”
That has to be one of the most vivid summaries of a business model I’ve heard in a while!
What would happen if that transactional history could trigger an additional service that recognised the unfolding predicament and empowered the customer to get smarter? It could transform those industry dynamics and make some folk a whole lot richer!
Maybe that is not the buzz around spread betting. I don’t know the customer psychology well enough to be sure. But the underlying principle is readily transferrable to other markets.
Imagine being able to deliver personal recorded messages the moment that customers make contact based on their previous engagement with you. The ‘wow’ is based on automatically recognising a customer’s circumstance with no extra effort on their behalf. We are now leveraging the data we have collected rather than aimlessly re-checking it!
In effect what we were discussing is being able to provide a ‘concierge’ style of experience that can scale to as many customers as you wish once you have recognised their situation and designed a relevant response.
I’m still getting my teeth into this topic and unpacking more detailed examples and design principles. I’m exploring this via another webinar and whitepaper with NewVoiceMedia very soon. Depending when you read this, you could directly participate, grab the archive or download the associated whitepaper.
I think the idea has legs.
By the way, in case you are left wondering about the other topic we discussed over dinner, it was this. The benefits of building ‘One Agenda’ between Marketing, Sales and Service teams for better customer engagement. But that’s another story which of course you are more than welcome to delve into. You can find my post on the topic here.