We all know the 4 P’s of marketing – product, price, placement, promotion – that dictate the success of your marketing initiative. But, what about customer service? To me, 4 different P’s apply, which are:
Pain – Or more specifically, lack of pain. Customers want effortless service from the touchpoint (web, tablet, in person, etc.) and communication channel of their choice (ex. voice, chat, email, social). They want to receive an accurate, relevant, and complete answer to their question upon first contact with a company. They want to be able to start a conversation on one touchpoint or channel and continue it on another without having to repeat themselves. Forrester data backs this up: 66% of customers say that valuing their time is the most important thing a company can do to provide good service. 45% of US online adults will abandon their online purchase if they can't find a quick answer to their question.
Personalization – Customers don’t want a “one size fits all” service experience. They want the interaction to be tailored to the products and services that they have purchased, to their specific customer tier, to their past interaction history, and to their specific issue at hand.
Productivity – Customer service organizations must pragmatically walk the balance between customer satisfaction and cost. A customer service experience has to be reliable and efficient. This is a service experience that gets positive customer satisfaction ratings and that can also be delivered at a cost that makes sense to the business.
Or perhaps I need to title this blog "Another One Bites The Dust" as this is just one more merger in the multitude of mergers and acquisitions that are happening in the customer service space.
On August 7, CSC Software merged with Consona Corporation to form a new entity called Aptean (see the press release about the news here). There have been no details communicated about the go-forward plan for both companies’ products, but here are my views about their respective CRM assets.
Consona, founded in 1986, has its roots in ERP. Over the years, it has acquired a number of ERP solutions, which include DTR, Cimnet Systems, AXIS, Encompix, Intuitive, Relevant, and SupplyWorks - which have good strengths in a variety of vertical markets. More recently, it has acquired an open-source, SaaS-based ERP software vendor, Compiere. In 2006, it made a foray into the CRM market by acquiring Onyx CRM and then KNOVA for knowledge management (2007) and SupportSoft (2009), a support automation vendor. Its recent CRM focus has been on customer support automation application for the high-tech vertical, as there is good synergy between CRM, support automation, and knowledge management for this user base.
Instead of a knowledge base, companies should be investing in a collaborative content hub that looks like this:
It includes the following capabilities:
Easy content capture. You should be able to flag information from any source (email, discussion forum thread, social media interaction) and kick it off to be included in your collaborative content hub.
Democracy. Everyone within an organization, and customers as well, should be able to recommend information to be included in the content hub.
Flexible authoring environment. You must be able to create and publish content without arduous workflows. Not all content should be subjected to the same workflows. Some content must be able to be published instantly, for example a service alert. Other content should be able to be routed through review or legal compliance flows.
Social content: Anyone who comes into contact with content should be able to rate and comment on content.