Magazine article CRM Magazine

Smart & Effortless Customer Service in an Omnichannel World

Magazine article CRM Magazine

Smart & Effortless Customer Service in an Omnichannel World

Article excerpt

Smart customer service is something organizations purposely C.R.E.A.T.E. It requires raising customer service to a strategic level that becomes the DNA of the company --customer service is neither an initiative nor a project. It demands to be effortless for both the customer and the agent, so first touch resolution and service excellence can be achieved. Let's look at 6 steps to C.R.E.A.T.E smart and effortless customer service at your organization.


"It starts at the top" isn't an old adage for nothing. A company's CEO determines the direction, strategy and culture of an organization. It's very clear to customers and employees when a CEO creates a culture that places the customer first. According to Blake Morgan of Forbes, 2015 will be the year that the CEO truly makes service a priority--is this happening at your organization? Not only will leadership make service a priority but increasingly we will see customer service backed with dollars, technologies and people resources. Organizations and cultures focused on customer care recognize that, twice citing Gartner's Michael Maoz, (1) it is so basic, so elementary, so subtle, and so powerful, that it underlies the raison d'etre of every organization: to serve the customer. And (2) the real trick is a CEO who understands that the customer is at the center. Is serving the customer your company's raison d'etre?


This isn't the first time that I (and others) have noted that revenue is sandwiched between good and bad service. (See my Customer Service is the Heart of Marketing blog). The American Express & ebiquity 2014 Global Customer Service Barometer, shows 74% of customers have spent more money with a company due to positive customer service experiences. This study also notes that 60% of customers have stopped a transaction due to poor service, an increase of almost 10% from 2012. Similarly noted by the Institute of Customer Service in its 2015 trends report, organizations that deliver poor service will lose existing customers and experience a negative impact on their financial performance. In terms of staying ahead of your competition, customer goodwill is the only asset your competition cannot undercut. Is customer service at the heart of marketing, the heart of revenue and the heart of a your business?


Customers expect to be able to interact with companies when they want and with the device they want. They expect to be able to communicate with a business across multiple channels and for the business to know the conversation in each channel. As more and more customers are leaning toward self-service, companies need to embrace this and other emerging channels. Forrester late last year reported that for the first time, self-service surpassed the voice channel as the most widely used channel. In her report Forrester's Top Trends for Customer Service in 2015, Kate Leggett predicts customers will continue to demand effortless interactions over web, mobile, and self-service channels, including new communication channels such as video chat with screen sharing and annotation. Riddle me this, if grandma can video chat, shouldn't your customer service teams?


As customers are able to connect with your company across a variety of touch points, it is imperative that your team is operating with the same knowledge--aka singing from the same songbook--so that their responses are consistent. …

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