Value Hiding In Plain Sight
How the appropriate tech can rework customer support right into a progress channel.
Point out customer support and most of the people conjure up a picture of “that place you name when you could have an issue.” For many years, that’s precisely what customer support has been for many corporations—a operate engaged solely when one thing has gone flawed. Consequently, the aim for many customer support organizations has been to deal with buyer calls as shortly and inexpensively as attainable.
What most individuals most likely don’t consider—and maybe ought to—is that your customer support program could be a income generator and never simply an expense.
Accenture’s Finish-to-Countless analysis surveyed about 2,000 executives answerable for customer support together with roughly 3,500 B2B clients and 13,000 B2C clients. Right here’s what the survey revealed:
- Just one in 5 corporations surveyed seen customer support as a price middle and was dedicated to enhancing buyer relationships as a method to drive sustainable progress.
- Corporations that actually embraced service as a price middle achieved 3.5 instances larger income progress than these corporations managing service as a value middle.
- These high-growth corporations spent, on common, solely 50 foundation factors extra of their income on customer support.
Worth-focused customer support
There may be huge, largely untapped potential for corporations to understand monetary rewards by focusing service on worth creation reasonably than triage. However what does value-focused customer support appear to be?
Worth-focused service takes a holistic view of the shopper relationship, offering customized, proactive help in any respect factors within the relationship lifecycle. It makes use of people-focused processes and instruments to assist new clients study services or products choices, information them by way of a purchase order, assist them perceive how you can get essentially the most out of their new buy and, after all, resolve any points clients might expertise.
Accenture analysis substantiates the necessity for broader buyer engagement. Seventy-eight % of B2B clients and 65% of B2C clients think about proactive service options to be necessary, however they have been usually not supplied successfully. For each B2B and B2C clients, a prime worth driver is just “assist getting essentially the most worth from their purchases.”
The function of information
All through the shopper journey, corporations ought to be amassing information and registering indicators from the shopper that reveal additional progress alternatives for the enterprise.
A buyer may need indicated curiosity in a services or products however not made the acquisition as a result of the merchandise was out of inventory or unavailable of their space. At a minimal, this data ought to set off common availability updates to the shopper. It might likewise inform strategic enterprise choices regarding market growth. And it would present perception into high-value potential clients who can strengthen their long-term loyalty and income potential.
Precious information can come from conventional channels, corresponding to on-line types and name logs. Rising channels embody IoT sensors and sensible, linked merchandise. To harness the complete worth of all this data, corporations want a scalable information and analytics platform that may illuminate insights round unmet product wants, buyer training wants, or buyer onboarding enchancment alternatives.
All of us need to really feel heard
Accenture analysis reveals that clients who provide suggestions need to understand it has been heard and acknowledged. Clients discover which corporations listen and reward them with elevated share of pockets and loyalty.
In truth, B2C clients are twice as doubtless—and B2B clients are 37% extra doubtless—to spend extra with corporations they understand as actively listening to their suggestions on enhancing the services or products.
Whether or not these insights from information result in producing new improvements or fine-tuning present merchandise, corporations will have the ability to higher match their choices to buyer needs and wishes. Accenture analysis signifies that when corporations higher combine insights from their service group into the product innovation course of, these corporations noticed 10x larger income progress.
Customer support, reimagined
Step one requires a mindset shift—away from considering of customer support as a problem-solving value middle, and towards viewing it as an engine of worth creation. You’ll then have to implement applicable processes and instruments that empower customer support employees all through the shopper journey.
An absence of ample expertise is the highest barrier hindering a customer support group’s capability to ship progress outcomes.
The identical Accenture analysis discovered corporations reported a scarcity of ample expertise as the highest barrier hindering their customer support group’s capability to ship progress outcomes.
They want a platform that allows multichannel reference to clients and supplies a seamless expertise for the service agent and the shopper alike.
Ship a extra human expertise
Finally, the aim of a value-focused buyer expertise is to ship superb service all alongside the shopper journey.
To realize this, corporations want to interrupt down silos (buyer name facilities are a infamous instance) and optimize processes for each staff and clients. Ideally, this occurs on a single platform that may combine information, automate processes, and ship contextual intelligence.
With linked programs from the entrance traces to the again workplace, corporations will discover new alternatives to create efficiencies and ship larger ranges of buyer satisfaction. Moreover, utilizing information analytics, AI and machine studying can empower service brokers to determine buyer traits and proactively suggest related options. These applied sciences can even assist predict product upkeep wants and timing or determine potential points to allow them to be resolved earlier than they affect the shopper expertise.
By harnessing information and an end-to-end buyer expertise platform, corporations can even discover new methods of participating with clients, tailor-made to their particular industries:
- In telecom, as an illustration, corporations can monitor traits to remain forward of quickly altering buyer expectations, goal new companies extra exactly, or uncover insights to streamline service provisioning.
- Governments can discover new, progressive methods to enhance citizen companies;
- Producers can enhance product high quality and manufacturing effectivity.
- Life sciences corporations can speed up innovation and help seamless affected person therapy,
Taking the following step
Few features in an organization are nearer to clients than the service group. This creates large alternatives to interact and generate worth. The secret is reimagining service as a channel for enterprise progress—and implementing the appropriate expertise platform.
Uncover how Accenture and ServiceNow accomplice to assist companies ship superb customer support experiences.