"I know what I want and I want it now”, the lyrics of the 90’s song popped into my head as I browsed fruitlessly through a cable company’s website (to protect the guilty, I won’t give their name). All I wanted to find out was how much it would cost me per month for cable and internet, and didn’t have a lot of time, nor did I want to spend a lot of time, clicking around trying to find it.
I had a simple question that should’ve been easily answered. But guess what? I never could find it! I tried their search box and just got random links, none of which provided the info I was looking for. Needless to say, I gave up and went to another site.
How likely am I to become a customer of that company any time soon? Not very likely. That brief interaction gave me the impression of a company that’s frustrating and difficult to work with and that provides bad customer service. Is that a fair assessment? Not really, they may offer a great product, but I’ll never know because they couldn’t even easily provide basic pricing and a description of their product offering.
"Right Here, Right Now"
In many ways we are becoming a “Right Here, Right Now” culture, and the challenge of businesses today is being able to provide their customers and potential customers the information they need, clearly and easily, when they want it and how they want it, right here, right now.
According to a recent Forrester report, customers want to quickly solve their issues online, and if they’re unable to, 89% of customers will take their business elsewhere after one bad experience. However, for organizations that are investing in transforming their knowledge and web self-service tools, 94% of their customers intend to repurchase.
How are companies achieving these results?
According to Forrester, by investing in three capabilities:
- Understanding their customer’s needs and guiding their journey – by developing a 360 degree view of a customer, it’s possible to deliver personalized, relevant content and guide customers to the best, fastest resolution based on their needs.
- Empowering the customer with collaborative self-service, knowledge and social tools – Making it easy for consumers to find what they want, when they want it by deploying collaborative self-service tools allows them to quickly and easily resolve issues while contributing to crowd-sourced wisdom. Chat, co-browse and click-to-call features reassure customers that help is available when needed, with agents informed of their history.
- Adapting support processes to meet the customers rising expectations and changing behaviors – to meet customer expectations of personalized, consistent self-service across mobile, social and web touchpoints, companies are using analytics, outbound communications and feedback.
- Analytics and social monitoring help identify support issues and knowledge gaps early before they affect too many customers
- Outbound communications anticipate customer needs by notifying them of relevant events – service alerts, knowledge updates, product offers – ion their channel of choice. Optimizing content for mobile devices leads to a 60% increase in customer satisfactions.
- Feedback builds consumer input into the process so companies can continually improve their customer service and products.
The bottom line is, companies that invest in transforming their knowledge and web self-service tools achieve higher customer retention, increase revenue and save millions on support costs.
Would you like to learn more? Feel free to reach out!