19, April 2016
You get an alert for an online credit card transaction that you are not sure you made. You want to call your service provider to get details. You go through a serpentine IVR menu where you enter your customer number and other details. You reach a call center agent who asks you for the exact same details. You are then redirected to another agent of the ‘concerned department’ where you have to repeat the whole list of details. This can also happen when you look to renew insurance, want to know the status of your passport application or of your internet connection.
Can be frustrating right?
You most likely consider changing your service provider. And then tell all your friends about this painful and mundane waste of time. Now imagine a customer experiencing your brand the very same way. The call center representative of your brand not having all the details of the customer at hand or not having the means to pull all data together to give the relevant answer even before the question is asked. Ouch.
Instead, what if…
And WHAT IF George, Tom and David are treated as George, Tom and David and not as “THE CUSTOMER”.
In the rat race to automate, modernize and personalize, we ironically lost just that. Reference numbers and subject lines once served a purpose that helped connect the sender and receiver. This ensured they were on the same page before they even started the conversation. It set the background and to be precise the” context” for the conversation.
Reference numbers and subject lines once served a purpose that helped connect the sender and receiver. This ensured they were on the same page before they even started the conversation. It set the background and to be precise the” context” for the conversation.
All we need to do to set the context to the conversation and translate customer interaction from one causing annoyance to true assistance is probably a better understanding of your business and customers, redefining workflows and menus to suit them. With the advent of customer analytics and expertise in integration, the opportunities to personalize and humanize customer interactions is at its pinnacle today.
The more you delay action, the quicker your customers leave.