Customer Service

Combine your service efforts and understand your customers

The customer in focus

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.

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Connect your system

To understand how the customer's journey extends across your departments and your touch points, communication is required. This is done most effectively through digitisation. It's about getting an omnichannel solution that captures all your touch points and connects them, so your data and exchanges are made useful and accessible to the relevant employees to create an excellent customer experience and value in every communication exchange you make with the customer. By delivering a good customer experience across the entire clientele, it is more likely that the customer returns to buy more, consider your other services or makes a recommendation to their network.
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Customer View

Digitising your touch points allows you to collect data about the customer, verify data continuously, link data from different systems and filter the interaction at appropriate levels. This linking of data poses high demands on your data quality and your master data management, but on the other hand, gives you substantial opportunities to personalise and streamline your customer service efforts and optimise your customer reviews.

Best practice for Customer Service

Omnichannel

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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Improving Customer Service

An excellent analysis of your company's customer service can be done by reviewing the customer's journey through your company. The knowledge is the total travel your customers take over your touch points. A touch point is a situation or function where your company has contact with the customer personally or digitally.
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Touch Points and Customer Reviews

Each of your touch points with the customer must solve a function and create value for the customer. Touch points are important, but we recommend identifying your most important customer reviews and evaluating the customer's overall impression of your business in that way. A touch point, which is unnecessary, even though it has solved the problem in contact, is in itself a problem that should not have occurred. For example, imagine that you receive many calls to clarify how to return goods from your E-Commerce platform. You solve customer needs on the phone and, of course, customers are grateful immediately afterwards, but the process of return is still unresolved.

By focusing on the individual touch points, you risk evaluating whether you have solved the customer's needs in the situation.Touch points should be considered as standalone as multi-dimensional by connecting the knowledge collected and the overall impression your business leaves behind with the customer.
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What to do

  1.  Take a step back and identify the motivation for the journey the customer is taking from the customer's perspective.
  2.  Understand how the customer navigates across your touch points throughout the journey.
  3.  Foresee the customer's needs and expectations at each touch point.
  4.  Build an understanding of what works and what does not work.
  5.  Set priorities for the most important gaps and opportunities to improve the knowledge
  6.  Reshuffle the journey and solve the underlying issues for the total travel rather than making quick fixes on some touch points.

     Read more about the customer

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