First, see if your current and future customers use messaging for customer service. You can conduct your own survey or look at third party research that already exists. Millennials and Gen Z use messaging far more than older consumers. If your industry is competitive, you might have to implement it just to "keep up with the Jones’s."
How do you scale up customer service messaging when the tsunami hits? One best practice would be to design and implement a framework to triage the queries by scoring them on factors such as the value of the customer (which should be easily available since the customer is already identified through the smartphone number) and the criticality of the query. Based on these scores, the business can determine the cadence of the interaction and the mode of service, whether through automated or human handling or a blend of the two. A human-heavy mode would be more suitable for queries with higher scores and an automation-heavy mode would be more appropriate for lower-score queries. The business should make sure to match or exceed the cadence of the customer for high-score queries.
You can handle messaging queries of low to medium complexity with a virtual assistant, but make sure that customers can escalate with full context to human-assisted messaging service. This will require a unified omnichannel customer engagement platform. We also suggest you make it obvious to the consumer how you are handling the conversation, whether through a chatbot or a human, to set the right expectation with the customer.
Conversations are even more incremental and fragmented in the messaging world. Moreover, the customer might switch to other messaging and non-messaging channels while resolving a problem. It is, therefore, critical for agents to get a 360 view of the conversations across all touchpoints for a smooth customer experience. The last thing the customer or the agents would want is yet another disconnected silo. In addition, proactive messaging notifications need to be unified into the same infrastructure as "reactive" customer service messaging. Again, look for a solution provider that offers a unified omnichannel messaging and customer engagement platform.
Just like any other channel, make sure you have a knowledge base and a guidance technology like AI reasoning behind your chatbot and human agents when you handle messages. Agent knowledgeability is the biggest CX hurdle that was mentioned by customers in a Forrester Consulting survey of 5000 consumers.
Each messaging channel has a unique set of features— for example, pick lists, time picker controls, and rich links for Apple Business Chat, and rich controls such as quick replies for Facebook Messenger. Your customer engagement system should automatically detect the channel and customize responses for these touchpoints.
There are operational issues to revisit in the messaging world, which falls between chat and email in synchronicity. How do you measure metrics such as First-Contact Resolution (FCR), Time-to-Resolution (TTR), and Average Handle Time (AHT) in a continuous conversation stream? How do you assign workloads to agents? How do you maintain continuity of conversation across agents? What would be the Goldilocks cadence that keeps the customer happy while optimizing cost in the case of human-assisted messaging?
Messaging can be used to reinforce your brand. For example, if you happen to front your automated responses with a chatbot, you could align its avatar with your brand. You could also match the tone and language of your content, and the speed of your responses to the brand personality. As an example, a retail brand targeted at millennials and Gen Z might use a more informal language with emojis and faster messaging cadence relative to a health insurance brand that is targeted at older age groups.
As said earlier, messaging should be part of a unified customer service strategy. Ask the important questions. Does the vendor offer a digital-first, unified omnichannel suite? Can they scale to support growth? Do they offer a solution with proven best-practice expertise or do they just vend technology? Do they offer a safe, risk-free way to try out the solution in a no-charge production pilot?
"Build and they will come." This doesn’t work for anything else, it won’t for your messaging service. Publicize the service, including on other interaction channels. Since customer service messaging can often be used to deflect calls to self-service (e.g., an SMS message with a contextual link to self-service can be sent to a consumer on hold at the IVR or a messaging conversation can be driven by a chatbot), the cost per interaction will be lower than that of a phone call, a win-win for you and the customer.
These dos and don’ts will make the difference between messaging mess and messaging mastery!
About Anand Subramaniam:
Anand Subramaniam is SVP of Marketing for eGain. Prior to eGain, Anand served as an executive in corporate and product marketing, as well as product management and pre-sales roles at companies such as Oracle, Intel and Autodesk as well as startups.
About eGain Corporation:
eGain customer engagement platform automates digital-first, omnichannel experiences across all touch points. Powered by AI, machine learning, knowledge, and analytics, our top-rated software optimizes customer journeys with virtual assistance, messaging hub, and desktop to serve customers, reduce cost, and improve compliance.
Published: Monday, December 24, 2018
Charlotte Purvis is a speaker and communication consultant who has influenced an average of one million customer interactions each year for over 20 years. She consults, trains, and speaks on customer service, business communication, and leadership development for global companies, universities, and community organizations. She practices what she teaches as evidenced by nearly 100% of her engagements coming from repeat or referral business.
4PS Contact Center Management certification; 4PS Registered Coordinator training
With five modules as the core, including Strategic, Planning, Personnel management, Process management, Platform(technology & environment) and Performance & data, and containing related and useful concepts & applications in other international standards (including ISO, CSP, SSE), 4PS Contact Center International Standard is compiled by 20 experts with their practical experience, including managers from Top 500 enterprises and large-scale global contact centers, and leaders from industry association.
4PS Contact Center International Standard authentication system is divided into 5 classes, i.e., L1 application-level, L2 application level，L3 application level, L4 profession-level and L5 ben...
"Service Excellence" Customer Service Training
Live onsite training for your teams. Experienced by more than 450,000 people in 48 US states and 18 countries. No-nonsense approach by our experts with field-test content customized to your situation and using your scenarios.
|5.)||First Impression Training Ltd|
Bespoke customer service and sales training solutions for the UK call / contact centre industry.
Culture change programmes to help embed best practice service solutions
Blended learning solutions for hybrid and remote frontline teams
Vulnerable customer training solutions
Online learning for the most affordable way to supercharge your customer experience
Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics. As a result, Happitu slashes training time, delivers higher resolution rates, and reduces handle times.
Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!
We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the...
|7.)||Lieber & Associates|
Training Executives, Managers, Supervisors, and Reps
Lieber & Associates provides training for all levels of the contact center team. The firm customizes its off-the-shelf trainings to meet your specific company needs,
Executive and manager sessions address topics such as customer experience, metrics, technology, AI, and video calls. Supervisor sessions train your leaders to better coach and motivate reps. Phone staff modules include sessions on customer service, order-taking, cross-selling, handling difficult calls, phone "soft skills," and more.
|8.)||Manitoba Customer Contact Association|
Making Training and Development Part of Your Corporate Landscape
Organizations are always on the look out to save money and make more profit. Usually when it comes to crunch time some leaders will scrap training in order to tighten the belt. The downside of this is the cycle it creates.
Because some employers see training as a flexible benefit, employee development is often taken off the table. When employees don’t feel valued it becomes easy to see a revolving door. The constant need to hire goes up which ultimately means costs go up; we know that hiring costs more than retaining the right people.
Start the conversation: Explore our Training Page http://www.mcca.mb.ca/train...
|9.)||Marketing Tactics Pty Ltd|
7 Pillars For Creating Amazing Team Leaders
I help Call Center Owners, C Suite executives and Call Center Managers develop a proven, practical training program they can customize to their specific needs that creates amazing Team Leaders who turn under achievers into top performers that consistently hit (or even exceed) their targets and KPIs.
CSAT.AI Scores Better Customer Service with Gamified Guidance!
CSAT.AI lets agents know when they’re on the right track by predicting CSAT scores in real time (when they’re fixable!) - because most customers don’t leave feedback, they just leave.
Agents have the immediate positive feedback that reinforces good behaviors for self training.
|11.)||OMNI HR Consulting (Pty) Ltd|
Human Capital & Organisational Development
Omni HR Consulting provides business and people development solutions through Training and Consulting services.
We work across a number of sectors to provide solutions from both a Skills Development / Business perspective.
Skills Development: accredited & non-accredited learning solutions including Learnerships, RPL solutions and Skills Programmes, including a curriculum for developing future skills.
Business Solutions: are designed to be customisable, relevant and industry-related to support businesses to achieve their strategic objectives and needs.
|12.)||Orion Learning Services Inc.|
Learning & Development
Learning & Development for Agents, Supervisors, Managers and Administration/Support Staff
Orion Learning is a global leader in providing accredited learning and development solutions for organizations globally. We offer call/contact center certification programs for Agents, Supervisors and Managers, business certifications and examinations for wide range of topics including project management, change management and service management, leadership soft skills and a full suite of assessment tools which can be used for recruitment, talent management, succession planning and coaching/mentoring. We deliver our solutions to global community and all of our solutions are delivered digitally.
VADS Training Center
PT VADS Indonesia as a Learning Center provides trainers, modules, development programs for individuals and teams. VADS Indonesia owns a vast curriculum for training provided by local trainers with flexible training locations that can be arranged at the client's place or PT VADS Learning Center. VADS Provide knowledge process, transformation consultancy, customer service training, leadership training, interpersonal development, and training for trainers.
- Customizable training by experienced trainers
- Increase motivation and engagement
- Improves customer service skills and knowledge
|14.)||Service Quality Institute|
Customer Service Training Programs
We have over 20 customer service training programs you can use on-site. With our technology, we eliminate 95% of all travel expenses for participants and trainers. The design of our programs reduces the training time by 80% which is the most expensive part of training and we eliminate the need for professional trainers and facilitators.
Get connected to raise standards. Established in 2000, we are celebrating 20 years of best practice, our community of professionals is recognised as the ‘go-to place’ for innovation in customer operations, from contact centre and digital to field, back office, branch & retail services, working across all industry sectors.
We offer an independent and trusted space for learning and sharing, proud to welcome members are into a thriving and active community to network with other like-minded professionals. Benchmark against the best in class and learn from innovators and pioneers. Our team of independent experts can also offer bespoke advice, consultancy and training. We have helped many organisations develop the capability of their vital support functions.