Offer Impeccable Digital Customer Service
In previous blogs we’ve discussed how an ideal customer experience includes Personalization, Automation, Context, and Education (PACE). When you architect the customer journey — whether on or offline — you’ll need to consider the transitions between each of your tools and how they impact customer PACE. Whether you think you are offering Digital Customer Service (DCS) or looking to do so, here are some points to consider:
Getting from Point to Point
Many times we talk to financial organizations that believe they are already offering DCS because they’ve added chat or CoBrowsing point solutions to their digital properties. But while bolt-on technology may check a box on the multi-channel functionality list, it doesn’t mean that they are providing the seamless experience of true Digital Customer Service.
Point solutions work well if a customer has no need to switch to a different channel or service representative, but often fall short if there is a need to seamlessly transition beyond the immediate medium. For example, moving a customer interaction from a chat bot to an agent with OnScreen voice or video can feel fragmented, if even possible, with disparate technologies. Data and context don’t transfer between tools, or are not readily available to your team. Without the context of the entire interaction, this often leaves operators asking “How may I help you?” and requiring customers to repeat steps and information. Frustrating, right? This is inefficient for both parties involved in the interaction.
Separate systems also mean disparate reports. Since individual systems may be in use for chat, voice, video, and SMS, connecting customer interactions can be tedious if not impossible. The result: inaccurate or incomplete views of the true customer journey and possible process improvements.
Simple, Seamless Solution
Integrating multiple communication systems can be extremely difficult and costly. Your technology team will have to navigate different technologies, user interfaces, data models and security requirements. The technologies may even compete with one another, causing further confusion and technology headaches.
When searching for a Digital Customer Service platform, look for a fully-integrated, single vendor solution built on a foundation of banking-level security, that enables seamless transitions between all forms of digital customer engagement. Further, consider solutions that offer AI management and easy integrations to common telephony systems so that you can leverage your existing infrastructure to keep pace with your customers.
You can offer a seamless customer experience; if you choose the right platform.