Track customer satisfaction in the digital age

Thanks in part to the widespread accessibility of information, quick access to services and a highly competitive business environment, customers have become more sophisticated and demanding than ever. In fact, customer satisfaction has been declining for quite some time, in part because of economic uncertainty, but mostly because companies don’t understand what their customers really want.

For many businesses, especially small ones, figuring this out is no small task. The truth is, the world of customer service has grown considerably larger and more complex over the past few decades, especially as the internet has become more and more central to the way everyone does business.

Digital customer service: now a necessity

There was a time when digital customer service was an added courtesy, a nod to those who preferred the Internet to more traditional means of customer service (like phone support). But that was decades ago. Now digital media becomes the default. According to statistics, 87% of professionals said customers used digital channels for customer service during the pandemic – and even after the pandemic has ended, digital channels are almost certain to become the most widely used medium for customer service. interaction with customer service.

Digital customer service has become increasingly vital for another reason: The internet has dramatically lowered the bar when it comes to businesses reaching their customers and going to market. This means that these increasingly sophisticated customers also have more and more options, and if a company’s customer service is unhappy and unhappy with them, they can quite easily take their business elsewhere.

In short, a business that doesn’t use as many digital customer service channels as possible might not be able to stay competitive.

How businesses are improving digital customer service

Digital customer service covers a wide range of best practices and commitments. Here are a few ways businesses are keeping pace with the digital customer service world:

  • Use analytical tools to identify important metrics such as churn rate, response time, resolution rate, etc. Tracking these types of metrics has been a standard operating procedure in all kinds of businesses for decades, but thanks in part to big data, the amount of information that can be collected, organized and analyzed is exponentially larger than ever before. – and the information that can be gleaned from this more sophisticated data than ever.

  • Use CRM customer relationship software such as Zendesk to better track and maintain customer relationships. As discussed before, customers are more sophisticated than ever – and that means emails, spreadsheets, and human memory just aren’t enough to keep all of the vital customer details. This becomes especially true as the customer base grows, which is why it is so important to have a simple and comprehensive software solution to track customer relationships.

  • Businesses are also embracing omnichannel support across various platforms. Previously, this customer service involved going to a local physical store, sending a physical letter, or calling a phone number. Next are websites, contact forms, and email addresses. Now, companies offer a wide variety of options: live chat and AI chatbots, knowledge bases, social media, apps, and more. Customer options will only expand, and businesses small and large must continue to evolve to keep pace.

  • Related to the point above, savvy business owners are using resources such as AI chatbots and knowledge bases to scale up “self-service” options, for a growing population of customers who don’t want to deal with human customer service at all – they prefer to find a solution on their own or talk to a machine and avoid person-to-person contact altogether if they can.

  • Provide better and more sophisticated training for employees, who need to be trained on how to best use resources such as CRM software, knowledge bases, analytics and other essential tools, as well as how to deal with with customers efficiently and courteously in the age of digital customer service.

It’s also incumbent on business owners to avoid some of the more common pitfalls of upgrading their customer service. A common mistake of business owners is to choose to embrace automation before they fully understand what the customer expects from them. This can lead to a frustrating experience for the customer and a company that implemented an expensive but deeply flawed automated solution that now needs to be overhauled.

Another all too common mistake of business owners is ignoring customers, whether on purpose or by accident. With so many channels available for customers, it can be easy for business owners to pass up an email, contact form submission, or social media post. That customer may very well be lost and never come back, which makes it extremely important that customer service employees are well trained and educated.

While digital customer service can be difficult to implement, it’s not an aspect of business that can be ignored. Support through digital channels is already the biggest part5 of the road to becoming the new standard, and skilled service professionals and the right software will only become more important.

This article does not necessarily reflect the views of the editors or management of EconoTimes.

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