Magazine article CRM Magazine

Crush Your Competitors with Digital Self-Service

Magazine article CRM Magazine

Crush Your Competitors with Digital Self-Service

Article excerpt

THE DIGITAL ECONOMY IS MERCILESS: THERE WILL BE EITHER CLEAR WINNERS OR ABJECT LOSERS--NO SPLIT DECISIONS

The modern digital era brings two characteristics that organizations find enormously challenging to manage. First, the volume of knowledge being created in digital form each day is astronomical. And second, today's consumers expect to be able to go online and self-serve for answers to their questions. This puts the onus on organizations to ensure their digital channels are equipped to accurately match every incoming customer service question with its single correct answer. Not to mention, provide this answer instantly, with no live agent interaction.

The only way to achieve this with any accuracy is with technology that understands the intent behind every customer question, regardless of how the question may be phrased. For organizations that fail to deliver an accurate and complete digital self-service experience like this, the news is not good ... Organizations that win in the digital economy are those that clearly understand the new expectations of today's consumers when it comes to digital self-service.

GETTING DIGITAL SELF-SERVICE RIGHT HAS TO BE JOB ONE

The consumer of today is discerning, impatient, self-reliant and intolerant of being let down. Considering the modern consumer's unforgiving attitude toward service missteps, securing and protecting customer loyalty with superior online self-service is mission-critical. But meeting customer expectations is just the first step ...

The second step is to capitalize on the earned 'goodwill' of a satisfactory resolution with a RELEVANT marketing offer that naturally opens the door to online purchases.

And the third step is to systematically extract data from these transactions into actionable customer insight, to continually refine your customer offerings. This is the '1-2-3 punch' you need in order to knock competitors out of contention. And today's leading Virtual Agent solutions combine all three capabilities in a single technology.

WHAT ARE VIRTUAL AGENTS?

At their core, Virtual Agents are software services that answer customer questions in self-service environments across multiple interaction channels like the corporate web, mobile, and social. The best of them combine a unique front end consumer experience and conversational style with advanced knowledge management platform capabilities to help enterprises manage and utilize their vast stores of knowledge. …

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