Matthew Musumeci| Mon Feb 04 2019 CET| Cleeng Nuts & Bolts
Customer retention is crucial to the success of your business as is implementing a consumer-centric mindset throughout your organisation. Keeping your customers happy and engaged can always be a challenge, but building the right infrastructure to support your customers should be given the highest priority. Consumers not only expect their experience to be frictionless but also expect that they have support from your business across a variety of channels such as; email, chat and the all-important ‘self-help’ FAQ section on your site.
“90% of consumers expect a brand or organisation to offer self-service customer support; 60% of consumers have a more favorable view of the brand if self-service is mobile-responsive.”
For new and existing organisations looking to set-up or improve their consumer support, quite some challenges will begin to emerge. How many people do we need? What CRM should we use? How do we make this scalable? What associated costs are there? What’s our expected ROI? … and the list goes on.
Cleeng takes customer service seriously and has built the Cleeng Hi5 module for ambitious OTT broadcasters that stream live and on-demand at scale. Discover how one of the top sports OTT brands uses Cleeng’s customer care module to free resources on their side and focus on what they do best – amazing content.
Historically, consumer support teams were very large and were seen as a financial black hole. The teams handled very high contact rates, wait and resolution times for consumers were long and the overall experience, in general, was poor. But as consumer expectations have become more demanding, businesses have been forced to become faster and leaner in their approach.
To have an effective support ecosystem, there is no one or the other between staffing and technology, if you’re not utilising both in unison then you are already behind your competitors. In a recent report from Zendesk, their research showed that a ‘Focus on reliability across the customer experience by responding to contacts 6x faster and resolving contacts 4 times faster is due to leaning on advanced features and improving the agent workflow’. Faster resolution boosts customer satisfaction and leads to customer retention. Getting to a resolution via human intervention, FAQ or a bot are all valid avenues. Source: The Zendesk Benchmark: how fast-growing digital natives can innovate and scale
You no longer need a large team, you just need a smart team! Sounds obvious, right? But for a team to work smart they must act proactively and optimise their tools and workflows. We have a few high-level suggestions on how to do so.
As part of any successful e-commerce business, a customer-centric mindset is of paramount importance. After all, why go to such an effort to acquire customers only to see them churn the next week?
Your consumers want answers fast. They want self-care content and the reassurance that if they still have questions, someone will be there to 24/7 to answer them. Investing in support activities to create a frictionless and comforting experience, generates real long-term ROI.