The Customer’s Bill of Rights: The Right to Choose
Customers know what good service is and expect it from every interaction they have with a company’s customer service organization, over all the interaction channels that the company supports. More often that not, they are disappointed, and are quick to voice their disappointment. And in this world of social media, this disappointment gets amplified — which leads to brand erosion.
Let’s focus on the way customers want to interact with your customer service organization:
Customers expect to interact over all the channels that customer service organizations offer, including the traditional ones like phone, email, and chat, and the new social ones like Faceboook and Twitter.
Customers expect the same experience over all the communication channels that they use.
Customers expect the same information to be delivered to them over any channel.
Customers expect to be able to start a conversation on one channel and move it to another channel without having to start the conversation over.
Customers expect you to know who they are, what products they have purchased, and what prior interactions they’ve had with you.
Customers expect you to add value every time they interact with you.
Customers expect you to offer them only new products and services that make sense to them and fit with their past purchase history.
It is often said that managing a call center is more of an art than a science. Some customer service managers use standard operational metrics to manage their business to – like average hold times (AHT), first contact closure rate (FCR) agent, agent productivity numbers, escalation rates, etc. Others apply established customer service best practices to their organizations without understanding the intent behind these best practices. Yet other companies adopt the current trends without an analysis of their strategic importance.
Here is my list of “half truths and total nonsense” about management philosophies and technologies in customer service. Which ones resonate with you? Which ones do you believe are not myths and work for you?
Kate’s List of Common Services and Support Myths
Social customer service myths
Social CRM is giving customers control
Twitter works for customer service
I don’t need to interface my social processes with my traditional customer service processes
If I have a forum, I don’t need a knowledgebase
Multichannel customer service myths
Established best practice apply to my call center
I am special - Established best practices do not apply to my call center
Front-line support agents don’t know anything
When you measure operational activities, you measure business outcomes
Support can act independently of brand –Support can have a different brand identity than the rest of the company
There’s been lots going on with what Forrester calls the “interaction-centric customer service vendors”. These are the vendors that manage the high-volume, transaction-oriented relationships — those often encountered in B2C environments, over the multiple communication channels (email, chat, social, phone etc) that exist today.
RightNow announced its RightNow’s CX for Facebook app, to be released in November. This app creates a “Support” tab on a company’s wall and allows users to interact via social and traditional channels right from Facebook. Users can find answers from community content or from the corporate knowledgebase, ask the community questions, follow, participate in, and track discussions, propose an idea, ask an agent (either in a public or a private conversation), and more. It’s a nicely designed app, and something that RightNow needed to release, given the availability of similar ones from eGain, Genesys, Parature, etc.
eGain also solidifies its social footprint by announcing its Social Experience Suite — a customer interaction hub that manages both traditional and social interactions. The new version includes a social-blended agent desktop, a single-sourced knowledgebase across all channels (traditional + social again), and a unified customer record. The version also includes forums and adapters to monitor social networks through integrations with Facebook, Twitter, Google, and Yahoo search.