ERP Insights >> Magazine >> March - 2020 issue
The time is now: Why you need to urgently reengineer your conversations with your customer
Author :
Tuesday, May 12, 2020
We are in the age of instant gratification with multiple social media channels around us. Click a button, you just liked a picture. Tap enter, you have broadcasted your thoughts to the world. Customer expectations have changed drastically, and the user interface (UI) that customers have now come to expect, is one that enables them to interact with any system without feeling the pain of interaction.
As a result, customer support is now more than just resolving queries quickly. It is about providing an overall positive, hassle-free experience for the customer.
For example, when a customer is unhappy, he expects the process of raising a complaint to be simple. Imagine that you have a broken mobile phone, and in the process of raising a complaint, you are asked to fill 20 different fields before being able to submit your form. You are going to say that it is not worth the effort, and that you'd rather buy a new one or get it fixed offline.
The situation is no different when it comes to interacting with business software. Today, while most companies have efficient communication channels, they're not entirely hassle-free. For instance, when you reach out with a query, most companies expect you to fill out a multi-page form. Often, these points don't necessarily relate to the problem in question, but are broader pieces of information that are used to compile metrics and analyze user behaviour. The company ultimately solves the customer's issue but there are many other things attached to it in the process, and this might affect the overall customer experience.
This is where the industry now needs to pause, and try to tweak existing processes to improve customer experience.
The proliferation of artificial intelligence (AI), for instance, has enabled companies to filter through the 'noise' and collect background information about the user without troubling him for it. Freshworks, for instance, has made use of AI to see that a customer isn't asked to provide his information or context about his problem more than once. Freshworks' AI engine Freddy, automatically fetches contextual information about any customer, enabling the customer support agents to provide solutions more efficiently without bombarding the customer with multiple questions.
The time is now: Why you need to urgently reengineer your conversations with your customer
Author :
Tuesday, May 12, 2020
We are in the age of instant gratification with multiple social media channels around us. Click a button, you just liked a picture. Tap enter, you have broadcasted your thoughts to the world. Customer expectations have changed drastically, and the user interface (UI) that customers have now come to expect, is one that enables them to interact with any system without feeling the pain of interaction.
As a result, customer support is now more than just resolving queries quickly. It is about providing an overall positive, hassle-free experience for the customer.
For example, when a customer is unhappy, he expects the process of raising a complaint to be simple. Imagine that you have a broken mobile phone, and in the process of raising a complaint, you are asked to fill 20 different fields before being able to submit your form. You are going to say that it is not worth the effort, and that you'd rather buy a new one or get it fixed offline.
The situation is no different when it comes to interacting with business software. Today, while most companies have efficient communication channels, they're not entirely hassle-free. For instance, when you reach out with a query, most companies expect you to fill out a multi-page form. Often, these points don't necessarily relate to the problem in question, but are broader pieces of information that are used to compile metrics and analyze user behaviour. The company ultimately solves the customer's issue but there are many other things attached to it in the process, and this might affect the overall customer experience.
This is where the industry now needs to pause, and try to tweak existing processes to improve customer experience.
The proliferation of artificial intelligence (AI), for instance, has enabled companies to filter through the 'noise' and collect background information about the user without troubling him for it. Freshworks, for instance, has made use of AI to see that a customer isn't asked to provide his information or context about his problem more than once. Freshworks' AI engine Freddy, automatically fetches contextual information about any customer, enabling the customer support agents to provide solutions more efficiently without bombarding the customer with multiple questions.
As a result, customer support is now more than just resolving queries quickly. It is about providing an overall positive, hassle-free experience for the customer.
For example, when a customer is unhappy, he expects the process of raising a complaint to be simple. Imagine that you have a broken mobile phone, and in the process of raising a complaint, you are asked to fill 20 different fields before being able to submit your form. You are going to say that it is not worth the effort, and that you'd rather buy a new one or get it fixed offline.
The situation is no different when it comes to interacting with business software. Today, while most companies have efficient communication channels, they're not entirely hassle-free. For instance, when you reach out with a query, most companies expect you to fill out a multi-page form. Often, these points don't necessarily relate to the problem in question, but are broader pieces of information that are used to compile metrics and analyze user behaviour. The company ultimately solves the customer's issue but there are many other things attached to it in the process, and this might affect the overall customer experience.
This is where the industry now needs to pause, and try to tweak existing processes to improve customer experience.
The proliferation of artificial intelligence (AI), for instance, has enabled companies to filter through the 'noise' and collect background information about the user without troubling him for it. Freshworks, for instance, has made use of AI to see that a customer isn't asked to provide his information or context about his problem more than once. Freshworks' AI engine Freddy, automatically fetches contextual information about any customer, enabling the customer support agents to provide solutions more efficiently without bombarding the customer with multiple questions.
