Just how important is your customer
contact centre to you?
For some companies, call centres are seen as a
last resort for extremely frustrated customers who have struggled online or in
store and need assistance completing their transaction.
In reality, the
customer contact centre is at the forefront of customer experience and can
often be the only ‘human’ interaction a customer has with a brand.
Customer Struggle report that we produced recently
with Econsultancy found that the majority of etailers (76%) generally first
become aware of website issues when customers call or email the contact centre.
The problem with this method and other feedback channels, such as voice of
customer feedback forms, is that the onus is on the customer to help recreate
or replicate the issue in question.
In advance of tomorrow's JUMP conference, I've compiled some of the best multichannel-themed posts from the last 12 months.
Companies have rushed to embrace social media marketing, but there's
more to social media than marketing.
Increasingly, whether companies
like it or not, consumers expect companies to respond to customer
service inquiries submitted via social channels like Twitter and
Unfortunately, it currently appears that companies are generally more
adept at social marketing than they are at social customer service.
For many businesses, the internet is one of the most important channels. Every day, millions upon millions of companies interact with their customers on the web and through internet-connected devices.
But despite the internet’s importance, online customer service often leaves a lot to be desired. Why is that? There are a number of reasons, all of which can be dealt with.
Here are some tips for improving online customer service...
The ‘future of the high street’ debate found its way back
into the spotlight again recently with the opening of Europe’s largest shopping
centre at the site of London’s Olympic stadium.
Last month, Stratford’s Westfield shopping centre, a £1.45bn hulk of glass, steel and concrete, covering 1.9m
square feet and home to 300 shops, 70 restaurants, a 14 screen cinema, bowling
alley, casino and three hotels, opened its doors to 160,000 eager shoppers.
If we get bad customer service online, we vote with our feet. We stop doing business with the company in question, or take action against it. We call it out on Facebook, Twitter and (in the famous case of United Airlines) we notoriously write songs about it.
Although most brands use social media to market themselves, relatively few provide really excellent customer service.
Here are my top five tips for getting customer service right on Facebook...
Perhaps ignorance is bliss, but it’s certainly not in the recipe for commercial success. To eliminate
the things that cause their customers to struggle online, organisations must first gain
insight into the experience they provide.
They must identify the site issues
that are most impactful to their bottom lines and remedy them quickly to minimise the number of
customers affected by the problems.
The UK's mobile phone retailers seemingly have a lot to learn when it comes to online user experience, with just two scoring 50% or more in a benchmark study.
The study by Syntagm looks at the websites of 12 mobile phone retailers, and having used plenty of mobile phone websites, it comes as no surprise that it found fault with these retailers.
Marks & Spencer's online strategy has gone through a variety of changes in recent months. As well as revamping their main website, the British retail giant has embraced social media by incorporating ratings and reviews into their website, and using Facebook and Twitter to join the conversation and better engage with customers.
It is encouraging to see a major brand like M&S experimenting with new online channels. By incorporating social media into their strategy, Marks & Spencer has enhanced its ability to respond to customers. Additionally, the brand is better placed to manage their online reputation more effectively.
At a recent iCrossing social media briefing, I asked Business Development Manager, Sienne Veit about the changes that Marks & Spencer has implemented and the impact of social media on the brand.