Customer Care’s digitalization

social crm


Customer Care’s digitalization

You already know this, but it doesn’t hurt to remind you: in a few years, telephone support will no longer exist.

Helped by new technology, consumers have a wider range of more comfortable alternatives to search for solutions with companies they relate with, either by consumption or affinity. The main implication in this scenery is, without a doubt, the need to adapt service operations to this new way of dialoguing to consumers.

Every year, we promote a Habits and Behaviors on Social Media research, led by our Intelligence team, and what used to be only a hypothesis, was proved by our latest version of the research: the use of telephones as a service channel is no longer the first option the new consumers choose:

This generation tends to choose asynchronous channels, where it’s possible to follow the processing of the request, without the need to lose part of your day listening to “just a moment, please”. Because of that, service areas’ digitalization is a matter of life or death.

According to Ernest & Young, until 2015, some occupations, including Telemarketing Operator will be substituted for intelligent solutions and only 30% of companies are prepared for these movements in the market.

Service’s digitalization is not a commercial argument. In 2014, Mckinsey monitored consumers’ satisfaction in their relationship journey with the brand, from the starting touchpoint to the problem’s resolution.

 The conclusion is that 76% of consumers that had service exclusively on digital channels were more satisfied than those who went through other touchpoints in their journeys. From every point of view it’s possible to see the advantages of digitalization:

●      Less waiting: with the possibility of being serviced from the beginning until the end by one person with enough autonomy to solve problems.

●      Answer time: when we operate on touchpoints, every instance has its SLA and, in practice, as optimistic as it is, the consumer is the one who suffers with the wait. Operation gains:

●      Idleness elimination: service islands on touchpoints promote idleness of resources in moments of low demand.

●      Perfecting the team: flexibility to handle the operation scale and, in many cases, lower the amount of necessary resources.

●      Language standardization: one single tone of voice in every moment of the journey with the consumer.

We asked 12 Customer Care leaders in Brazil what are their main investment bets in 2017 for service channels. The reality is very in tune with the demand we observed in our Habits research, since their main bets are focused on social media, telephone and e-mail.

So, what’s your company doing to digitalize?

William Ferreira Social CRM’s coordinator

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