The On-Demand Economy Demands Better Call Center Software - Talkdesk - ContactCenterWorld.com Blog
On-demand services are exploding into the consumer space across a range of industries. Companies like Doordash, Handy and Spothero are building platforms to deliver goods and services to customers at a moment’s notice. The entire process is enabled by lightning-fast communication, and consumers who utilize these services are experiencing a dramatic shift in customer service expectations.
Today’s on-demand brands need to accommodate new customer needs. The communication landscape is changing rapidly and the most successful brands are the ones that use call center software to adapt the quickest. Here are a few of the ways on-demand services are forcing customer communication to evolve:
1. Communication Has to be Instant (and Often)
On-demand services happen fast, often in real time. Doordash customers might push a button to order dinner and be eating 30 minutes later. In that small window, they’ll probably want to be notified when their order has been placed, when their dasher has left the restaurant and when the food arrives.
This increased quantity of communication can be automated in a lot of cases, but it’s up to the company to offer real-time support in case something unexpected happens or the customer initiates contact. The agents who handle those support cases need to have access to all the information about a customer’s most recent order in a matter of seconds. That’s where the right call center software can be a valuable tool.
2. Messages Need to be Personalized
It’s not just the quantity of communication that’s changing, it’s also the style. Instead of crafting one-to-many messaging campaigns, on-demand companies are sending a lot more one-to-one transactional messages. Customers need to receive information quickly, but they also need to receive information for them quickly.
For example, a customer who reserves a parking space through SpotHero wants to receive information about the spot they reserved: how to find the location, reminders of the time slot they have booked, etc. They don’t need to see promotional offers or general company information. Moreover, companies need call center software that makes that information available to an agent the instant a customer calls.
3. Change the Channels
As on-demand services increase, communication around those services will move toward the high end of the urgency spectrum. That means less of a reliance on email and more emphasis on SMS, voice and, for some companies, even video.
The move to faster channels requires an omnichannel call center software solution that allows agents to track all of the customer communication at once. The customer is probably using the same device for email, text, voice and video, so support agents should be able to streamline messages too.
4. Evolving CSAT Measurement
Part of the increase in communication related to on-demand services is that CSAT measurement is more readily available. It’s fairly common for a service to request a simple feedback rating after each transaction and the ease of rating makes this request simpler than ever to fulfill.
It’s far less of a burden on the customer to click a star rating on their phone than it is to stay on the line after a support call and answer questions. Companies like Thumbtack and Handy can generate information about their service providers that would have been nearly impossible to receive using older business models.
For other companies, CSAT needs to evolve. For example, a Doordash customer might leave a negative rating that takes into consideration both the quality of the food and the quality of the dasher. A response like this makes it unclear what exactly is being rated and muddles the strategy for correcting the problem. There can be follow-up communication to determine the specifics, but that strategy still needs to be developed.
No matter what your company’s approach is to the on-demand economy, customer expectations are going to continue changing. Prepare your team with the right strategy and the right call center software to keep customers satisfied.
Publish Date: February 9, 2017 5:00 AM
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|3.)||Lieber & Associates|
Contact center Analytics and Metrics
Lieber & Associates provides services to develop, interpret, and improve contact center metrics and analytics. The firm's experience spans forecasting, customer service, order-taking, lead-qualification, sales, segmentation, media-source-tracking, and testing design. L&A's president pioneered segmentation for telephone scripts and the tri-level service level metric. He brings broad analytics experience to contact centers.
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