Top 5 Mistakes You Should Avoid for Successful Customer Service

New Qualtrics research shows that customer experience is the most influential factor in consumer loyalty and brand trust. In fact, nearly two-thirds (62%) of those surveyed in France say they have already abandoned a brand after being disappointed with the customer experience that was meant for them. To retain their customers in 2022, companies will need to provide customer service that meets their expectations more than ever before, avoiding pitfalls.

1. Think apart

What could be more frustrating for a user than having to repeat the topic of their call to each interlocutor? However, many companies still operate in isolation, with each channel managed independently of the others. This weighting may be associated with a communication channel. For example, if a customer contacts an agent by phone and then sends an email, there is a risk that each interaction will be treated independently and it will not be possible to link the messages. The same with time: a call on Monday with an agent will not necessarily be connected to another call on Tuesday with another agent. As a result, at best, there is a duplication of tasks for the company, and at worst, different answers to the customer, leading to confusion for the latter.

2. Overlay the channel

A solution that may be attractive to small and medium-sized companies would be to offer their customers only one communication channel for greater convenience. But in this case, there is a risk of addressing only a part of the clients using this channel, and upset others for whom this means of communication is not a reflex.

Indeed, according to Avaya’s Work and Life Beyond 2020 survey, the majority of people under 34 prefer to contact support via instant messaging such as Messenger. However, if the only channel offered is the telephone, the company risks missing out on that clientele.

3. Not offering the right channel for the right transaction

While it is obviously important to offer different communication channels according to audience preferences, the nature of the transaction must also be considered. Are all channels capable of transmitting sensitive information such as bank card details? How to manage dual authentication?

With the development of remote work, the environment has ceased to be as “safe” as in the office. How to ensure that information provided over the phone will not be disclosed even without the knowledge of the agent? For example, when selling online through an agent, sending a secure link to manage a payment guarantees its security. The buyer does not have to transfer data over the phone and risk being heard by ears hanging around, regardless of his environment. This applies to any sensitive information such as medical data.

4. Think Human Communication at All Costs

Human contact is important in any communication, but handling all requests by a “human” agent is not only very costly for the company, but also raises the question of the agent’s interest in certain repetitive or unrewarding tasks. Artificial intelligence, for example, can automate the most redundant tasks and where the human factor is not important.

This can take into account very simple questions like hours of operation, order tracking, warning message… On the other hand, when requests become more complex, artificial intelligence only helps the agent to anticipate the type of response to be provided. and redirect to the person most likely to respond.

AI also allows you to offer standard responses or provide access to content without the need for lengthy searches by the agent. Companies will benefit from finding the right balance between what can be automated and what can be helped.

5. Make an immediate choice for an immediate need

It is already difficult for companies to clearly define their immediate needs, if, in addition, they do not take into account their evolution over time, this can become very problematic for them.

It is important to anticipate the needs of tomorrow and take into account the potential evolution of consumer expectations.

The world is constantly changing and the past two years have proven it, as are consumption patterns that are evolving towards a more sustainable lifestyle.

Businesses need more than ever to be transparent and responsive to their customers, and only by replacing their outdated technologies can they achieve this and best respond to increasingly demanding customers.

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