Achieving a single customer view is becoming ever-more crucial

Published on 12 November 2014 by in Latest News

Research from Forrester found that inadequate records of a customer’s interaction history with a brand meant 35 per cent of customer service agents were forced to restart conversations at every unique interaction. With many individuals attempting to contact brands through several channels at different points in the complaints process, numero believe that this is likely to cause a great deal of frustration for consumers.

iStock 000025013656 Small 300x199 Achieving a single customer view is becoming ever more crucialAs demands and expectations rise, customers expect to be able to call, live chat, email, and or tweet without having to explain their issue from scratch at every interaction. As customers expect to be able to move seamlessly between channels, numero believe that it is no longer acceptable to offer a process that requires the customer to repeat themselves.Ultimately customers want an effective interaction process that can resolve their issues or complaints as simply as possible, via their preferred channel of communication. To achieve this numero believe that businesses need to implement a coordinated CRM system to collate customer data.

Offering an omni-channel experience means that customers will no longer have to wait in queues or have to repeat themselves as they move across communication channels within the same company. If a customer begins by engaging with a company via twitter, and they are offered a telephone call-back or secure web link to a live chat, they can continue their conversation without having to return to square one.

1609 300x199 Achieving a single customer view is becoming ever more crucial

The ability to collate customer data in one platform will also increase efficiency and resolution times. For example, customer service agents will be
able to see if a customer has an unanswered question, if they have already made contact regarding the same issue, or if a resolution was found. Being able to access this data will help businesses provide a targeted, more tailored and personal response to complaints.

Regardless of which channel is used or what the purpose of the engagement is, numero believes that contact centres must ensure that the customer experience is consistent across each channel. Consistency provides customers with a sense of satisfaction if they have been provided with the information that they wanted quickly and conveniently. Monitoring multiple customer service channels to achieve a single customer view is becoming ever-more crucial in order to stay on top of each customer’s issues and a deliver quick and reliable response.

 

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