create Smooth experience of interaction between user and company Actual proof customer service, From the appearance of the problem to the solution, and the ability to Solve the key It represents today before the customer himself realized it (even offering AI-based self-service options) Almost imperative For organizations, because expectations in these directions are always high, and in the future, only companies that accept these challenges can keep up with the pace of competition.
The survey proved this Customer Experience Marketing of Gartner Two-thirds of the companies in the sample stated that their competition is mainly based on the following services: Customer Experience In today’s context where customers are increasingly influential and have higher expectations. The situation for rewarding those who invest in the industry is the same, because a better customer service experience can not only translate into more satisfied customers, but also a positive economic return: this is proven by Forrester’s data (see figure below) . A recent study also proved this, in which more than 84% of companies that improved the customer experience reported increased revenue, while 79% reported cost savings (source: Dimension Data).
This is why the company feels the need to improve the “customer journey” and invest in technology to accelerate the path to that goal.Easy to understand The focus on customer experience goes beyond traditional definitions and therefore covers every aspect related to the services provided by the company. Therefore, we must strive to increase the value of customer interactions, increase customer satisfaction, and improve the consistency of interactions with end customers.
It is not only necessary to strengthen contact management and obtain data from the tracking system, but also to contact customer service from a comprehensive perspective to provide a continuous approach. The focus is participate, On Operation And in delivery.
For example, analysts agree that visibility and the use of management and collaboration tools bring many benefits. These tools are indeed very valuable to ensure that customer issues are properly monitored and managed, but new customer service management methods need to be further developed.
For example, modern customer service systems allow problems discovered by the contact center to be assigned to other departments (field service, engineering, finance, and other departments), and then monitored as they are resolved.In addition, use advanced technologies such as analysis, monitoring, automation and Internet of Things (IoT), Can even prevent potential or actual problems, thereby increasing customer satisfaction and loyalty. These technologies can guide companies until they can benefit from them. Proactive approach, In order to serve customers before they understand the problem. This means reducing the number of public votes, and also means improving customer perceptions of services, thereby enhancing brand awareness.
Customer workflow, how to choose the ideal platform
Therefore, on the basis of these paths, it is necessary to be able to identify those who can use the most beneficial digital promoters in the supplier recommendations.Of course, in addition to these Internet of Things Technology They are the driving force for the realization of smart technology, most importantly artificial intelligence.For example, AI is Know the operating environment, Not only can suggest the most appropriate actions based on customer history, but also dynamically customize suggestions and content, and quickly provide customers with the correct information over time. And used to analyze customer problems.
In turn, technologies that bring instant and personalized self-service opportunities (including through) will benefit users Chatbot E Virtual agent. Unfortunately, even to this day, data still shows that only 16% of contact center supervisors currently use smart routing, and only 12% use chat bots to recommend the best steps.
The progress made in this area is important. For example, a customer service system that uses chatbots to accelerate interactions can also better route cases and suggest the best measures. These technologies improve service quality and provide immediate and automatic solutions to the most common customer problems.the same with me Super agent, Can handle complex problems and exceptions.
ServiceNow, a destructive but effective method
In the field of customer relationship management (CRM), ServiceNow focuses on customer service, Thanks to its expertise in service management.Therefore his “Destructive” approach Service management peddles the court, in this case Customer service management.
The process orchestration and management platform and system proposed by ServiceNow are created for 360-degree integration of the entire enterprise ecosystem, And even for end users, it is very easy to create services that are easy to develop. These end users can autonomously activate processes in a self-service mode. These processes originally required “manual” activation of a series of departments and personnel, and relatively costly The waste of resources and time is regarded as precious elements by users.
Compared with the traditional CRM method, this is an important step forward. The traditional CRM method requires that the contact center (obviously the staff who manages it) is usually an almost isolated department. In the operating environment of the “siloed” business department, Rarely benign, where automation only brings its benefits to a single unit when it exists.
Here, the ServiceNow method confirms its “disruptive” nature, precisely because it not only clearly provides the automation required for contact center services, but also It connects the department with other departments and other departments throughout the company. In this way, services that originally required a series of asynchronous processes can be activated. These expensive and expensive services cannot even meet the ultimate goal of providing customers.
We propose a specific example: the customer turns to the contact center to obtain any modifications to the service. The contact center that is not authorized to perform such operations should normally open in another system, trouble tickets or send related e-mails under traditional circumstances. This triggers a “slow and disconnected” background work cycle. Some studies have also emphasized this point. We specifically mentioned Harris Interactive- Customer Experience Impact Report -This highlights the fact that only 50% of the time customer service operators will actually answer consumer questions, and customers expect immediate results.
Current service Instead, it functions precisely by “connecting” different company “worlds”, so that smart agents, virtual assistants and robots can operate autonomously on voice channels and portals. Therefore, the ServiceNow customer service management solution well represents the necessary “disruptive” approach, and represents the first pillar. Field service management, The workflow management used to operate human resources, it allows the on-site management of the workforce to activate the team, for example, “as-a-service” maintenance within and outside the company. We will explore the benefits of these two solutions in the specific content of this conference room.
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