Digital Customer Care in 2018 - best practices from 12 experts

some expert tips about
2018
Digital Customer Care in
201821 expert tips to kickstart the new year

WHAT YOUR CLIENTS EXPECT

Email remains a major communication channel. You
must avoid automatic replies and always customize and
give a context to your answers. The advantage of email
over Social Media is that it is asynchronous. If you wish to
reduce the number of emails, let people know at the end of
your reply which other channels are available and might
bring faster answers.
Patrick Barrabé
Customer Care Expert

When a customer reaches out for help, respond
quickly. That doesn't mean by tomorrow. It means today.
And not hours from now. Some of the rock-star brands in
customer service make it a point to respond in under two
hours, with an effort to do it much quicker – sometimes
within minutes. Want to stand out from your competition?
Be quick to respond to your customers.
Shep Hyken

Uber, Amazon, Blablacar, Alibaba aren’t necessarily
your direct competitors, but they have seriously raised the
bar when it comes to your customers expectations. If a
company can reply my message within 20 minutes, why
does another force me to use a web form to reply me 4
days later? Your customers expectations have evolved, they
want to select their own conversation channels and need
quick replies.
Julien Rio

In 2018, we have to offer a personalised and
contextualised experience to our customers. Buyers receive
more and more offers and aren’t necessarily loyal. I regularly
meet with companies telling me the only regular
communication they have with their customers is an invoice.
With Marketing Automation, you can send customized and
contextualized emails based on clients profiles and past
transactions.
Ludovic Salenne

TEAM MANAGEMENT

Bet on Customer Care and training to be able to
respond to customers enquiries quickly and let them know
their requests have been well received. The number of
available channels has grown and you now must choose the
right ones and manage them properly. It is necessary to train
your teams because, regardless of the channel, they must
know how to handle a disappointed customer.
Catherine Cervoni

Putting your customer at the heart of your strategy
will allow you to get rid of sillos and think in terms of
« customer needs » instead of « functions ». Your teams
should be organized around a single objective: satisfying
customers. That way, your structure is greatly simplified.
Eric Dos Santos

Train your teams and give them autonomy, then once
it’s done… start over! Real customer satisfaction can only be
obtained if your teams are truly dedicated to helping your
customers. To achieve that, you’ll need the three keys:
Autonomy, Self control, Logic.
Cédric Blum

MANAGEMENT OF NEGATIVE COMMENTS

Negative comments have quite an impact on
Facebook because there are widely read. You should always
hide them to reduce the impact, but avoid deleting them to
prevent a Streisand effect.
Patrick Barrabé

Don’t be afraid to respond to negative comments,
you should do it! Each complaint is a gift from your
customer that gives you a new improvement angle.
Cédric Blum

CHATBOTS

Don't lose the human side of your customer support.
With so much talk about AI (Artificial Intelligence) and
Virtual Assistants, it's easy to get caught up in automating
your service. Don't risk losing your emotional and human
connection with your customers. The best companies have
learned to balance automated and human support.
Shep Hyken

Studies show that customers expect brands to respond
within an hour. Most companies just aren’t there, and it must
change in 2018! Chatbots are a real opportunity for 3
reasons: it is affordable, can reply 24/7 and even anticipate
your customers needs!
Ludovic Salenne

Using a chatbot becomes necessary in 2018.
Consumers want to chat with brands directly without having
to use a contact form. A bot will manage part of customer
interaction through programmed suggestions to guide the
visitor and help him find quick answers.
Julien Bréal

Today, chatbots are positioned as a first level of
interaction with customers before starting a real
conversation. By 2020, these conversational AI programs
may be used by 80% of companies, represent 40% of all
customer interactions and enjoy a 37% growth for an
estimated market of USD995B.
Philippe Gastaud

CUSTOMER CARE TOOLS

A good Customer Care strategy starts with being
where your clients need you most. Today, with the new
« digital-native » generations, it means being available on
digital channels. Regrouping these in a single platform
allows you to efficiently pilot all different sources, but also
to balance your workload on your teams to ultimately offer
more homogenous and faster responses to your clients.
Eric Dos Santos

Your customer service should be able to answer on
both synchronous and asynchronous channels.
More and more, companies go towards self-service to limit
human interactions (FAQ, chatbots, forums, etc.)
However, there should always be a fallback for your visitors
to contact a human agent. You must give autonomy to your
agents so they could make decisions easily. Here too,
measuring customer satisfaction post-interaction is
important so you could react quickly if the result isn’t
positive.
Frédéric Canevet

To better manage customer care you can make videos
to help customers with your product or service.
The best tool around is Loom: it will help you answer
questions with video quickly and efficiently.
Julien Bréal

Email marketing remains popular. Emails are being
checked continuously throughout the day and your recipients
will keep opening your messages if they trust you, if your
content is attractive, of quality and well targeted.
39% of recipients claim that promotional emails influence their
buying decision. For 24% of them, such emails help discovering
new brands, products or services. This is why 70% of marketing
teams keep using this channel.
Philippe Gastaud

CUSTOMER JOURNEY & OMNI-DIGITAL

Multi-screen and mobile development leads to
rethinking the customer journey in an omni-channel manner.
Performances are more and more measured within the offered
customer experience, beyond multi-channel or cross-channel.
Communication within and around the point of sales is a
good example. You must be ready to rework your processes to
improve service quality and better reach your target.
Maud Jenni

Create a “static” customer journey: make a photo of
customer experience at a given time. Make a list of the most
important elements (website, order, etc.), what the client
feels, the different actions to take, the process, etc. Then,
identify the elements in that list that deserve optimization.
Once done, take care of the interactive customer journey.
Measure customer satisfaction after each step of the journey
to understand what could have been improved.
Frédéric Canevet

Messaging apps are true customer care channels
allowing interactions with your customers. Apps such as
Whatsapp can be a real differentiator for your brand and help
you satisfy your clients. Messaging apps also allow proximity
and help you increase customer loyalty.
Anthony Rochand

Multi-channel customer care isn’t a burden but an
opportunity. Indeed, opening new channels means
managing more messages but it also means more
opportunities to understand, help and convince your clients
and prospects. Define a strategy that integrates the whole
digital panel: email, social media, live-chat and messaging.
Julien Rio

Ready for an exceptional
Customer Care Strategy in
2018

Digital Customer Care in 2018 - best practices from 12 experts

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