Digital Customer Service
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Digital communication tools to enable online customer service. Tips and examples from SMEs presented by Rosina Webb of Energise and Rebecca Caroe of Creative Agency Secrets
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Digital Customer Service
- 1. Copyright Energise Ltd, June 2013 We Live in a Digital World Cool Communication Tools that won’t Weigh your Customers Down Copyright Energise Ltd, May 2016. Private & Confidential
- 2. Private & ConfidentialCopyright Energise Ltd2 What are we Talking about here? renamed E-care • It involves the delivery of customer service via websites, social networks, mobile phones, web based user accounts and the internet • Rather than call centres, retail stores or service counters
- 3. Private & ConfidentialCopyright Energise Ltd3 Benefits of E-care • Increased customer engagement and satisfaction • Decrease in operational costs • The more parts that can be digital-ised, the higher the customer satisfaction. McKinsey report a 20% increase in customer satisfaction rates when using both traditional and digital together • It is about building on current successes
- 4. Private & ConfidentialCopyright Energise Ltd4 What’s driving this digital trend • Mobile Consumers research, review and buy on their mobile devices in increasingly large numbers. It makes sense that they will also expect to receive support and be able to sort out any issues that they have with your company on their devices too doesn’t it? e.g. Live Chat • Self-service They want what they want when they want it. And that means when they need help at 10pm, they’d like for someone to be available e.g. Frequently Asked Questions, ‘How To’ videos
- 5. Private & ConfidentialCopyright Energise Ltd5 What’s driving this digital trend • Crowd-sourcing This is the concept of customers helping each other e.g. through social media and creation of support groups and forums • Competition Fierce competition will drive a move toward digitization of customer services, with the businesses that can implement digital, while retaining a human touch being the most likely to succeed
- 6. Private & ConfidentialCopyright Energise Ltd6 Evidence from the front line • Live Chat on a desktop & a mobile website. ArmourSafety.co.nz
- 7. Private & ConfidentialCopyright Energise Ltd7 Evidence from the front line • Self-service video tutorials on how to assemble kitchen cabinets. cabjaks.co.nz
- 8. Private & ConfidentialCopyright Energise Ltd8 Evidence from the front line • Crowd source answers from expert users who don’t work for the business. help.xero.com
- 9. Private & ConfidentialCopyright Energise Ltd9 Evidence from the front line • Customer service and interaction in the public domain. groceries.Morrisons.com
- 10. Private & ConfidentialCopyright Energise Ltd10 Start by understanding your current situation • How can a customer get in touch with your company? ApartmentSpecialists.co.nz How do I start a Digital Care Programme?
- 11. Private & ConfidentialCopyright Energise Ltd11 How do I start a Digital Care Programme? Start by understanding your current situation • What questions are being asked by your customers? FeedBlitz.com
- 12. Private & Confidential How do I start a Digital Care Programme? Start by understanding your current situation • Do you measure number of enquiries & track how many get resolved? Baucher.tax Copyright Energise Ltd12
- 13. Private & ConfidentialCopyright Energise Ltd13 Mystery Shop Yourself Pretend you are a customer, with a genuine problem and utilise your own customer service channels to get an answer. • Telephone • Ansafone • Email • Online webform • Social media
- 14. Private & ConfidentialCopyright Energise Ltd14 Mystery Shop Yourself In your assessment consider: • Was your query answered? • Did it solve your problem? • Did your query get escalated? • Time to respond
- 15. Private & ConfidentialCopyright Energise Ltd15 Air New Zealand Ways to get in touch - write once and use 3 times. airnewzealand.co.nz
- 16. Private & ConfidentialCopyright Energise Ltd16 Map your situation - what is easy to do now? Start with your current list of ways to get in touch • Two columns: Analogue and Digital • Which can be transferred or duplicated as digital channels? • Phone = Skype = SMS • SMS = Twitter text message • FAQ page = Community Support Forum
- 17. Private & ConfidentialCopyright Energise Ltd17 Map your situation - what is easy to do now? • Which can easily be duplicated? • Which need training, expertise, time to set up? • Can you provide support across multiple channels simultaneously? • Can you run a trial? • Do your staff have experience from other employers?
- 18. Private & ConfidentialCopyright Energise Ltd18 The Longer Game Next steps if you are really serious about offering an integrated digital customer service experience: • Get the right Support Software • Build a Customer Touchpoint Map • Agree Metrics and Goals • Build a Management Dashboard Start small: test > improve > extend Rinse, repeat.
- 19. Private & ConfidentialCopyright Energise Ltd19 Get in touch Connect with us on Linked In (please mention EMA) Rosina Webb: 021 703 859 rosina@energise.net.nz Rebecca Caroe: 022 647 3993 rebecca@creativeagencysecrets.com