How to define the ecosystem for complex customer service vs customer experience | Corporality Global

Today’s customer experience is not as linear as it used to be. The commercial exchange has evolved together with technological advances that were previously unimagined. This catalysed advances in customer service from business to a more personalised customer-centric ecosystem. 

Difference between Contemporary and Complex Customer Service 

Contemporary customer service concentrates on providing single services under a business ecosystem. It was introduced by James Moore in 1993 and is described as an interlinking system consisting of suppliers, competitors, product, distributors and consumers. The company provides services based on what the company thinks their customer needs and wants from them. Contemporary customer service is primarily focused on supply with predefined service recipes. 

Complex customer service aims to satisfy customers under a customer-defined perspective and requirement. The service given is based on in-depth research on customer persona. 

There are various aspects to consider in addressing customer issues, and the most intelligent thing to do is understanding your customers. 

Doctrines of a Complex Customer Service 

It is a part of a CEO’s job to strategise ways to improve the customer experience as customer service continues to thread on the increasingly complex path in giving resolutions to customer issues. Customer service aims to build an excellent relationship with customers, provide a helpful and friendly atmosphere, and leave a positive impression. Here are some questions to ask in delivering customer satisfaction: 

What does your customer consider as good customer service? 

Real-time service 

A study showed that 64% of consumers expect companies to respond and interact with them in real-time. 

Proactive in providing resolution before the issue occurs 

Self-service support is a type of customer service that requires no assistance from a company representative. 

Harvard research shows that “81% of all customers attempt to take care of matters themselves before reaching out to a live representative.” 

Forrester says “53% of U.S. online adults are likely to abandon their online purchase if they can’t find a quick answer to their question.” 

Self-service support is a powerful tool to improve your customer service. This helps in empowering your human staff in using their skills to do the more urgent and important tasks. 

What does your customer expect from you?

Your customer expects an immediate response. Marketing automation platform Hubspot says that 82% of consumers expect a quick response (10 minutes and below) to sales and marketing enquiries, while 90% of responders expect an immediate answer for customer support concerns. Chatbots and live chats are used to address these wants, where various frustrating aspects are reduced. 

Customers also expect a personalised and connected engagement. 68% of customers expect customer service representatives to have insights on who they are, their purchases and engagement history. Unfortunately, some customer service representatives do not have the authority to resolve issues and forward the call to the higher-ups. This translates to unsatisfactory customer service. Factors such as the on-hold waiting time and repeating the customer’s concern adds to the negative experience. 

Did you follow-ups on positive and negative feedback? 

Follow-ups on both negative and positive feedback are touchpoints in customer experience that you must take advantage of. Customers feel valued and therefore increase happiness or abate any feeling of dissatisfaction. It is also a chance for your company to correct these small aspects as you build the perfect customer service ecosystem for your customers.

Understanding Complex Customer Service Journey 

Your consumers want FAST and EASY resolution to their problems. Learning how a customer resolves their issues will give you an idea on which touchpoints to focus on and assign. 

Customer’s resolution journey 

Most customers would choose to find resolution on their own rather than immediately call a service representative. Let’s find out the steps they go through before finally reaching out to a customer service representative to analyse how to take action on each step.

 

Self- Service 

Customers solve their problem using public resources like Google or YouTube, that has no direct connection to your company.

Confirm 

The customer will move towards your company’s website to confirm the data from their research. This includes your FAQ page, automated support, pre-recorded tutorials, or community forums. 

Workaround 

The customer continues to gather information to solve their issues.

Validate 

The customer will speak with friends or relatives validating their negative feelings about the product.

Vent 

Customers take up their concerns though human interaction through email or a phone call. Note that some do not directly interact with customer representatives and take out their ill-feeling through social media channels. You must develop a strategy across social media channels where customers can vent, followed by transitioning to customer support.

 

Customer Experience Ecosystem 

Customer experience is not a straight path but an interconnected web of channels connecting all aspects of a company: From physical to digital customers, employees, and tools.

Customers 

Who are your customers?

Defining your ideal customers seems easy, but most entrepreneurs cannot clearly define and focus on who can immediately avail their products and services. Not knowing your customers waste valuable time and resources selling products to people who are unlikely to purchase.

What do they need and want from you?

A different consumer group has its own needs. It is essential to learn and understand each group’s needs to deliver a positive customer experience.

Employees 

You need skilled and well-educated employees that can efficiently use the tool and information provided to them. Equip your workforce with knowledge of your personalised company experience strategies so that they can be prepared to address different customer journeys.

Tools 

Having the right tool is an asset worthy of investing to complete a flawless customer experience. These tools should at least include the basics to support the transaction process from getting information to aftersales.

Take Away 

Data from the 2017 Microsoft report shows the influence of customer service and experience to customer loyalty.

 96% of respondents say that customer service plays a role in their choice of and loyalty to a brand. 77% of brands that accept feedback have a more positive view, while 68% of respondents favour brands with proactive customer service. Incorporating a complex customer service ecosystem in customer experience is not a choice but a requirement. It is vital that you adapt your strategies to the never-ending evolution of customer’s needs and wants. As we know, excellent customer service leads to a positive customer experience leading to customer success. 

 Why should you choose Corporality Global?

Because we listen and speak on the most practical terms, and help transform businesses to be as future-ready as they can. 

We strive to grow our customers regardless of the stage they are in, from any industry, anywhere.

For us at Corporality, we partner with you for true value that lasts.

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