EDITOR’S LETTER
Say Hello to Illuminar, THE DIGITAL ENTERPRISE DIGEST
Customer service is a sine qua non for customer loyalty. Today a customer has no shortage of options to engage with a brand for support. Right from traditional call centers, on device applications, Twitter, Facebook and various other social channels, the options are endless. What used to be a last channel of resort for customers is now turning out to be the natural and most immediate touch point for progressive brands. Yet, many enterprises are not equipped to deal equally with customer service requests across channels. However, they do realize that this investment is going to be imperative not only to see fewer customer complaints but also to ensure customer retention.
Customer Service as practiced by large enterprises are moving in the direction of social. The ROI seems to clearly justify investments in this area. In fact, according to some studies, companies with social care experience see a 5.6% increase in the first contact resolutions, 6.5% increase in agent productivity and 17.5% increase in SLA attainment.
Customer service expectations are rising amongst consumers and they are constantly looking to brands to create a very seamless experience and provide multi-channel support. Brands today can leverage social media and other emergent platforms not just as a source of brand building, marketing and advertising but as a very valid and important channel to reach out to customers in a timely manner.
But social customer support is much more complex than just responding in time to customer posts on social channels. It requires the enterprise to create an infrastructure that supports scale and be responsive across all channels. This means active social listening that includes not only monitoring discussions around your brand but also competitive brands. Ensuring that your team is empowered and equipped to then engage with your customers in a streamlined and personalized way is imperative to manage conversations. This requires integration to your CRM, identify the audience and their history with your brand, automation of message approvals as required internally within your organization, full audit trails, pre-approved content repository etc. Like all investments measuring the impact on customer satisfaction and SLA’s is essential to close the loop and understand gaps if any.
This edition is an exclusive feature of the top 10 enterprises that are doing extraordinary work in this space. It showcases them for what they have done and the impact that this has on their customer loyalty and retention scores.
We hope you enjoy this edition. Please do continue to send in your feedback.
Best Regards,
Srividya Kannan,
Editor, Illuminar
editorials@avaali.com