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If you want your customers to thrive, it’s important to understand the value and impact the customer experience will have on customer growth and -loyalty. The traditional call center design is quickly shifting. Consumer expectations are driving a customer experience native to mobile devices.

  1. Integrate automation to make room for more complex customer inquiries.

Typically, the bulk of all customer support questions are simple to solve. It makes little sense to spend the majority of contact center resources to solve simple problems. By automating responses to specified input variables and by building smart routing and auto-replies, agents become more effective. This is because they are able to focus on only the most complex tasks and on the most valuable customers.

  1. Redesign your customer care team.

Investing in personnel has always been crucial in providing excellent customer care. As smaller transactional calls are solved by digital systems, only more complex issues will reach agents. This means that teams will need to be highly educated and skilled in the products and systems they use. Agents will need to have the ability to multi-task as they work on multiple issues at once. They also need to be excellent communicators. To achieve this, they will need the most accessible tools at their disposal. Sophisticated, searchable FAQ’s, a powerful knowledge base, in-app messaging and analytics are some of key tools needed for success.

  1. Create a personalized customer care structure.

By employing analytics at every user touchpoint, valuable data about feature requests, and behavioral and demographic information can be relayed directly to marketing and product teams.

Data for Product Teams. Product teams are able to create an enriched experience for users. This is achieved by utilizing usability data and feature request information, that can be used to better the application experience.

Data for Marketing. Marketing teams thrive when they have access to compelling data about their users and prospects. By understanding the end user, marketing is able to deliver a more personalized form of communication. Engagement is key, and by personalizing the experience, marketing can deliver a conversational experience for the end user.

  1. Explore investing in new technology that complements your platform.

McKinsey research found that investing in new technologies was one of the top two customer care priorities. The possibilities of future customer care technology are bright with the potential to match agents with customers by demographic, behavioral, and skill-specific criteria.

The Bottom Line

The mobile customer experience is more of a priority than ever. To be successful, businesses need to focus on advancements across customer service, but also begin to integrate other channels such as marketing and product. The leap will require an intentional balance between human interaction and automation.

Published March 16, 2017
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