3 Digital Care Strategies to Make CSAT Skyrocket
We know how important it is for businesses to provide an amazing customer experience. Let’s face it: the type of experience you provide can make or break your company, and it’s the number one detail differentiating you from your competitors. Improving customer experience can drive sales up to 15%, lower operational costs up to 25%, and overall help create brand loyalty - facts companies have started to take note of. Zappos and Nordstrom, for example, take great pride in providing great customer service which differentiates their brand and has turned them into true leaders in their respective industries.
What leads to a bad experience? Frustrated customers calling in with questions. It’s the last thing most people want to do, but sometimes, there’s no way around it. The majority of the time it’s because they’ve tried to search for an answer themselves and failed in the process. We’ve all been there – you spend far too much time digging around a website to frustratingly realize you’re going to have to call customer support.
Sometimes people call in because they perceive it to be the easiest way to find an answer. These types of customers might not be as familiar with searching for answers online and are used to calling in for support. Other times customers call in because they want to be heard, especially in situations that are emotional or frustrating.
With all of these motivators, there are opportunities to help direct customers to effective self-service content. Here are the top three best practice strategies to deliver truly amazing customer experience that doesn’t break the bank.
User experience design is at the core of why some products are more successful than others. Conversely, bad user experience design is the number one culprit driving call volume. If your website has a broken billing process or a lackluster help center, you can bet customers are going to be calling in with questions. If product marketing is rushing things to market and launching immature digital offers, know you will be receiving an absurd amount of calls that customers don’t really want to make.
Assuming user-centric design is exclusively a product manager’s job is one of the biggest mistakes a business can make. It’s essential to involve your customer service and operations team in the design process – after all, your customer service representatives are the ones collecting direct feedback from your customers, and your ops team determines where and how to prioritize allocating resources. And this should truly be a priority: bad user experience design are like termites to your business, eating away at revenue opportunities, customer retention, and driving higher and higher care costs you simply can’t keep up with.
If you want to turn things around, customer-centric thinking needs to be at the center of everything you do. It is the very first step to progress. Go through the process of using products and services on your platform, and note where you get stuck – it’s likely that others have experienced the same issue. Optimizing your self-service offerings, ensuring that they are up-to-date, and linking them to complicated parts of your site can help guide customers during those frustrating moments.
Speaking of self-care content and tools, how much time are you spending focused on it? Good user experience design goes hand-in-hand with good self-care content and tools. In fact, you can almost get away with spending less time optimizing for design if you instead spend that time ensuring you have some truly amazing self-care tools at hand for your customers, including help-desks, self-care communities and automation tools.
Some companies have totally nailed this, and the good news is, you can too. Fitbit, for example, features a beautifully organized help desk that is sorted by product, popular topics, and a search bar, so that customers can navigate their concerns in various ways. The Fitbit team understands that customers are likely to first have questions about a specific product, featuring that option at the top. They also feature a large ‘get support’ button, because as we always say, call deflection is not call avoidance!
Help desks are a great tool for meeting customers where they are – over 83% of customers go to a company’s website for information, and 51% expect self-service content on a brand’s site. It’s time to give the people what they want!
Other effective tools include self-care communities, which feature content created directly by community members and customers. Square leverages this tool, understanding that sellers and shop owners who use their product likely connect over shared concerns and frustrations. Customers can choose to explore community created content via search bar or can start their own thread if they don’t find an answer to their question.
Other companies are cleverly leveraging automation tools to provide delightful experiences to customers. For example, Casper developed a chatbot called insomnobot-3000 that is available for customers between 11:00pm to 5:00am. It banters with people who are having trouble falling asleep about TV shows and movies. Even though it isn’t a traditional customer service tool that answers questions about the company, it is a tool that provides comfort to customers during their late night insomniac slog.
Automation tools like chatbots are also extremely effective at handling low-complexity questions that come your way. Lyft’s customer service bot has an impressive resolution rate of 82%, handling over 8 million customer inquiries a year. This also means they save over $10 million as a result of cost avoidance and profit margins. Now that’s what I call company happiness.
What do we do about customers who default to calling in? This can often be the most challenging inbound contact to address because it involves retraining customer behavior. Some people will prefer to call before going online to look for information– yet, often the reason for that is that people don’t know what tools or information are out there. And if it were easier to access that information, more people would use those tools.
That is where Visual IVR’s – a visually driven interactive voice response experience– come in. Visual IVR’s can help route customers to self-service tools once they’ve initiated a call to customer service. The technology serves to guide inbound callers to relevant content or tools that will help them resolve inquiries on their own, or if needed, to be routed to an agent after collecting relevant data about a customer. So instead of pressing one when listening to the pre-recorded machine, you can visually click to where you need to go.
And it turns out that Visual IVR’s are very effective. It’s been shown that 90% of users who are presented with a VIVR solution will interact with it, successfully routing calls 40% of the time. It also directs customers to self-care content 20% of the time, and 30% of them engage with post-call content like surveys and promotions. What’s not to love?
VIVR’s are especially useful for customers encountering more complex tasks that self-care content or automation tools might not be able to initially solve, such as filing a claim or closing an account. It can ultimately help to reduce the amount of time a customer needs to spend on the phone since it aims to route customers to the right person, instead of having customers be transferred from agent to agent into oblivion.
So what are you waiting for? It’s time to start working towards implementing best customer service possible. Your customer service strategy is the number one factor determining which customers stick with you, and which ones say “see you later.” And in the end, these solutions will dictate where your cost-saving opportunities are.
Now go deflect some calls, your customers won’t call you for it.
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