Digitizing customer service. Or turning a lack of overview into a lightning experience.
An organization that succeeds in the digital transformation of its customer service gets rewarded with happy customers. The ‘first time right’ ratio increases and the customer waiting time decreases. A win-win! And there’s more. The results of targeted marketing campaigns improve as you use good customer insights. But digitizing your customer service requires business knowledge and an innovative information system that centralizes customer information and customizes workflows. Let’s have a look at one of our real-life examples in the leisure sector.
Customer service is a key differentiator for businesses. The main challenge here is to get an overview of all customer interactions. And of course to stay engaged with your customers. Only then you deliver good after-sales services and spot new opportunities. So, what would be the main benefits of digitizing your customer service? And how do you get started? An interesting example is the case of a holiday resort that wanted to improve its customer service. They did that by creating a better view on their customers’ behaviour and interactions.
The benefits of digitizing customer service
Our customer digitized its customer service by implementing Salesforce Service Cloud. It works efficiently, as all customer data is centralized and service agents have easy access on this information.
This leads to a significant increase of the ‘first time right’ ratio of the service agents. They are able to help the customer more efficiently, as all customer information is available on their screen. In addition, waiting time decreases as cases are automatically – and no longer manually – assigned to the service agents. It also makes rerouting of cases easier.
With the availability of a 360° customer view, the resort creates targeted marketing campaigns based on customer insight now. All this results in a better and personalized customer experience. And that positively impacts after-sales services and new business!
Centralizing customer information
Prior to the digitization, the holiday resort’s customer service suffered from a lack of overview. They stored customer data in all kinds of different systems. Consequently, the service agents didn’t have immediate information on previous interactions with customers. Has the client already visited the holiday resort before? Did he already report a problem at that time? Were there questions on information about a holiday home? The resort missed a complete customer, so that the service agents responded slowly to customer requests. This of course had a negative impact on the ‘first time right’ ratio, customer waiting time and overall customer satisfaction.
Salesforce Service Cloud helps them as information is centralized. They now get a complete overview of customer interactions. The holiday resort enters new customer data into the system only once and automatically it creates a case. This case is accessible for all relevant staff members, such as service agents, field service technicians, sales executives and marketing teams. It helps them tremendously to personalize and speed up customer service, as the necessary customer information is available.
Better routing of workflows
A centralized approach makes it easy for staff members to update a client’s case with every new interaction. Besides that, it helps them to assign a new customer lead to the appropriate staff member for follow-up. If the staff notices a lot of negative feedback about the cleaning, the resort uses this information to promptly solve the issue. On top of that, it creates a targeted marketing campaign that values these customers for providing their feedback. Easy as 1-2-3!
Clients often use different channels to contact customer services. This too used to create a lack of overview for the customer service department. However, Salesforce Service Cloud integrates these channels and route the workflow to the right customer service agent. It’s an effective digital solution as it categorizes a client’s need. It also determines the channel that they use (e.g. phone, website or social media). And it routes the customer case to the most appropriate staff member. As a result, the holiday resort handles cases with more speed and the workload is automated.
Smarter solutions for frequent customer requests
The holiday resort staff often didn’t have clear answers to common client questions. They based their answers more on personal experience rather than on captured data . Their average response time was too high as well. That’s why the resort decided to install a smart knowledge base (part of Service Cloud) that categorizes frequently asked questions by using keywords. In this knowledge base, information is easily accessed. For example, when a client at the holiday resort asks if a television has a HDMI connection, the knowledge base responds to the keyword ‘HDMI’ and quickly presents the relevant information to the client or staff member.
Do you want to digitize your customer services and develop a 360° customer view? Contact 7dots to discuss how Salesforce Service Cloud helps to build excellent customer services.