One Face of the Brand

9,965
-1

Published on

One Face of the Brand support means that whenever and however a customer interacts with your business, they can expect the same customer experience. Learn more about Zendesk for Retail: http://www.zendesk.com/lp/retail

Questions for retailers: Is it important to reduce the risk that your best customers may switch to a competitor due to support issues? Is increasing brand loyalty and referrals critical to future revenue growth?
Develop “One Face of the Brand” support
1 Create a seamless customer service experience 2 Meet the customer wherever they are and when they choose 3 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
A SINGLE ISSUE MAY CROSS MULTIPLE CHANNELS
A customer sends an email requesting support Retailer follow-up starts with email and continues to phone When the customer is online later that day, they use chat to check the progress and tweet about their support experience
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
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 Establishing One Face of the Brand
1 Benchmark time to resolution 2 Benchmark current costs 3 Identify communication channel gaps 4 Empower an internal cross-functional excellence team 5 Assess current support platforms and tools
Empower an internal cross-functional excellence team
Assess current support platforms and tools and evaluate whether they are flexible enough to adapt to rapid change
PLATFORM CONSIDERATIONS FOR CUSTOMER SERVICE
highly adaptable support platforms that can be rapidly implemented without heavy IT resource costs 1 SaaS and Cloud platforms 2 Subscription-based licensing 3 Scalability 4 Native connectivity 5 Ongoing research and development
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 re

Published in: Technology, Business, Education

One Face of the Brand

  1. One Face of the Brand
  2. Key questions for retailers 1. Is it important to reduce the risk that your best customers may switch to a competitor due to support issues? 2. Is increasing brand loyalty and referrals critical to future revenue growth?
  3. Answer yes? Here’s how: Develop “One Face of the Brand” support
  4. THE NEW CUSTOMER SERVICE IMPERATIVES FOR RETAILERS 1 2 3 Create a seamless customer service experience Meet the customer wherever they are and when they choose Customer service issues must be resolved quickly
  5. Create a seamless customer service experience 1
  6. Customer service must be seamless across all communication channels where customer interactions and feedback occur
  7. Seamless customer service drives collaboration and puts the customer at the center of shared efforts
  8. 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
  9. Meet the customer wherever they are and when they choose 2
  10. The proliferation of communication channels poses a challenge when trying to meet the customer wherever they are
  11. To meet the customer wherever they are, remember support is more than just a ticket. Self-service tools empower customers
  12. Meet the customer wherever they are to improve the customer service experience and increase profits
  13. Customer service issues must be resolved quickly 3
  14. If customers’ issues are resolved quickly no matter which channel they use, they feel valued by the brand
  15. 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
  16. If issues aren’t resolved quickly, or customers experience slower resolution times when using different channels, this inconsistency fractures the customer experience
  17. Five Steps Establishing One Face of the Brand
  18. FIVE STEPS TO A NEW RETAIL CUSTOMER SERVICE SCORECARD 1 2 3 4 5 Benchmark time to resolution Benchmark current costs Identify communication channel gaps Empower an internal cross-functional excellence team Assess current support platforms and tools
  19. #1 Benchmark time to resolution across each current customer communication channel, and set regular, future benchmarking efforts
  20. #2 Benchmark current support costs and project future pipeline from loyalty and referral business to identify the financial impact of One Face of the Brand improvements
  21. #3 Identify 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
  22. #4 Empower an internal cross-functional excellence team that owns collaboration on customer service
  23. #5 Assess current support platforms and tools and evaluate whether they are flexible enough to adapt to rapid change
  24. KEY PLATFORM CONSIDERATIONS FOR CUSTOMER SERVICE 1 2 3 4 5 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
  25. 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
  26. Learn more about Zendesk for Retail
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×