2018 THE YEAR OF THE BOOM IN CUSTOMER SERVICE
In 2018 brands will start to re-balance their budgets with a focus on their customer retention efforts. A large part of customer acquisition efforts will migrate to social networks and messaging platforms such as WhatsApp or emerging chatbot solutions. Chatbots will improve new customer acquisition performance with more learning and working hand in hand with human beings to bring the best-in-class service.
HUMAN-BOT CUSTOMER SERVICE
• Customer service will evolve in 2018 to a mix between robots and humans. This mix will demonstrate how a robot is able to process, store, and find information quickly. This will involve using the human element to understand another human being and to speak in a more fluid manner to add empathy and feelings.
• Human beings supported by technology will be able to provide more natural and more efficient customer service.
• The digital age has generated great changes in the way consumers express themselves. Previously, only 5% of dissatisfied customers complained. Today, with the growing use of social networks, that percentage can be above 30%. For this reason companies in 2018 will begin to increase their investments in digital listening tools in order to quickly identify dissatisfied customers and find solutions in an agile and efficient manner.
CUSTOMER SERVICE: MORE FOCUS ON RETENTION
• There will be more competition with greater emphasis on current customers. Globalization is creating markets that are more competitive for the same clients. For this reason, companies should devote greater efforts to take care of their current customers.
• There is an imbalance between the investment in attracting new customers and retaining existing customers. Currently in the world more than $570 billion are invested in advertising to acquire new customers while only $9 billion is invested in customer care and retention solutions.
• The communication with the clients will turn to multiple channels. The most important: chat, Whatsapp, Facebook Messenger, e-mail, telephone, physical service points and voice commands.
• Response time is essential. Customers want solutions to their complaints and claims in real time. Customers will expect even more from their brands when they have a presence on social networks and their audience is young.
• Good customer service starts with an integration of the different areas of the company with well-defined processes and cost-cutting technologies that revolve around the customer.
About the Author:
Andrés Sierra , is General Manager of SM Digital and SM Group.