He goes onto to explain that organisations who can adapt to the needs of their customer base will be the winners of tomorrow. One tool that may be used during regular telephonic customer interaction is customer automation. We are all used to the level of customer automation that requests the user to press 1 for ‘x’ and 2 for ‘y’. What if we were able to offer a higher level of customer service through ‘smart’ phone systems?
If phone systems were smarter we could use customer automation to improve the customer experience. In Denis Pombriant’s blog Marketing Automation’s Next Gig, Denis mentions customers nearing the end of a renewal cycle as the ideal candidates to receive customised messages from a service provider. What if organisations could stream incoming calls based on a person’s first language, investment choice, family size (singles vs. large extended families) or frequency of previous purchases? Should frequent users be treated the same way as first time users? What if tech companies could stream calls based on gender, age (dealing with seniors vs. older teens). The opportunities are endless to become more productive but also to deliver a higher level of customer service.
The internet has opened up worlds of free information, which
previously were difficult to access. Now Google is taking basic help one step
further with Google Helpouts. With this
latest tool, users can find basic help on a range of topics including art and
music, computers and electronics, cooking, education and careers, fashion and
beauty, fitness and nutrition and health. Basic
help, also seems to be freely available today.
In order to stay relevant, organisations will have to look
at smarter ways to engage with customers that will enrich the customer
experience like never before.
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