Improving CSAT with Predictive Customer Service: Evaluating Channels - Talkdesk - ContactCenterWorld.com Blog
When thinking about predictive customer service, the biggest question might not be what to say to customers, but which channels to use to increase customer satisfaction. This is ultimately not a question that any company can answer on its own. Since the majority of customer communication is reactive, it is actually the customer who chooses the channels that they are comfortable using to initiate conversation.
It might seem difficult to attempt to be predictive and responsive at the same time, but this is the challenge of modern customer communication. At Talkdesk, we recommend an omnichannel approach to communication, but that recommendation comes with the understood challenge of being equally adept at communicating across every channel customers want.
Evaluating Current Channels
At some level, companies should always be evaluating the channels that customers use to reach out to them. Are issues actually being resolved using those channels or are they just getting pushed to other channels? For example, it doesn’t do a company a lot of good to have a team designated to Twitter support if that team is just going to push customers to a support email or chat service.
For each individual channel being used, it might also help to evaluate each on standard customer service criteria like CSAT, time to resolution, average numbers of replies, etc. If a company hasn’t reviewed their existing channels for baseline metrics, that’s a good place to start.
Planning for Future Communication
One of the channels that we see increasing in the customer communications space is SMS and MMS messaging. As consumers become more and more attached to the non-calling functions phones, businesses need to find ways to keep up. If a customer service solution can be achieved quickly through a short text (SMS) or image (MMS) exchange, this might be the preferred method.
To take the image trend one step further, outstanding predictive customer service teams can also begin implementing video into their support strategy. For consumer product in particular, this seems like an enormously beneficial and ultimately, inevitable, end point. For some teams, MMS technology might be skipped entirely for live video service one day. It’s up to companies and customer teams to research emerging communication channels and determine what their buyers will want.
Don’t Forget Agents
No matter which channel is used, each customer support interaction has two ends: the customer and the agent. While CSAT is important to maintain, agents can be outstanding resources for determining channel usage. They have the best insights into the way customer issues are being resolved and can certainly give some first-hand, qualitative information about the channels that are producing the most and the least success. As far as predictive customer service goes, these agents are the most valuable assets a company has in regards to filling the channel toolbox.
Agents may also have ideas about channels that could improve CSAT in the future. They can take the insights they have about customer interactions and brainstorm ways to utilize new channels to address pain points. As new channels emerge, it’s important to keep agents active in evaluating potential adoption. Satisfying agents by giving them a voice will go a long way toward maintaining good customer relations.
The channels a company uses to communicate with customers are key to the overall experience those customers will have. It’s still up to the individual agents to make those most of those communication lines, but the task is a lot easier when the right tools are being used.
Publish Date: February 2, 2017 5:00 AM
2020 Buyers Guide Recording
|2.)||Lieber & Associates|
Recording System Consulting
L&A provides vendor-independent consulting services to select, contract for, test, and implement contact center recording systems. The firm's consultants specialize in contact center I.T. and have several decades of experience each with all major and many smaller makers of phone and call recording systems.
View more from Talkdesk
Recent Blog Posts:
|Talkdesk Successfully Achieves SOC2 Type II Certification||March 7, 2018 5:00 AM|
|How to Reduce Abandonment Rate in Your Contact Center||March 5, 2018 5:00 AM|
|7 Key Challenges That Hinder Agent Performance||March 2, 2018 5:00 AM|
|5 Reasons to Ditch Your On-Prem Call Center in 2018||February 26, 2018 5:00 AM|
|Call for Stories: 101 Customer Stories Contest is Open!||February 21, 2018 5:00 AM|
|A Cheat Sheet for Innovative Contact Center Metrics||February 14, 2018 5:00 AM|
|7 Types of Phone Calls Where You Should Screen Share||February 13, 2018 5:00 AM|
|Don’t Put Contact Center Implementation on Hold||February 8, 2018 5:00 AM|
|Apply Today to Speak at Opentalk 2018||February 6, 2018 5:00 AM|
|Contact Center Agent Performance: No Room for Sacrifices||February 2, 2018 5:00 AM|