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
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?
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
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
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
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
