Customer service is a touch point that exists between you and your customers. Customer service is thus increasingly spread over the interaction work done in sales, IT, product and marketing. It, therefore, makes sense to look at the overall customer experience rather than through a real customer service function.
A solution like Zendesk or Freshdesk can collect your customer interaction data through an integrated ticketing system. You can, therefore, obtain some individual touch points in a system so that e-mails, chat and phone calls for customer service are gathered in a feed to the responsible customer service representative. At the same time, tweets, hashtags, Trustpilot reviews and other "social mentions" can be gathered through "social listening" features in the same system. That is, you also monitor activity in channels that are not yours and can make customer service on social media without even passing on customer queries you would typically never discover.
You can also track customer activity in your FAQ or customer service feature on the website before customer service call so you can optimise your online customer service based on this data, enabling other customers to resolve it on their own next time. By linking data, you can also make analyses and reports on your efforts across your entire customer service engagement.
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