It’s our last few days of Christmas (in July) – and trust us, we’re just as sad as you are. Last week we published about UX Strategy, Asset Management, Technical ServiceNow Tips, and more. This week we’re bringing you a brand new Acorio eBook on ServiceNow’s CSM: Transforming Your Customer Experience to Surpass Expectations.
Below is an excerpt from the eBook walking through typical Customer Frustrations.
Today, businesses are under pressure to not only create great products and services – but also deliver delightful experiences. It’s not just what a company delivers anymore, but how.
And in the digital age, technology empowers the customer more than ever before. They expect an easy, effective, and highly personalized service. This means for companies who are providing similar services or products, how they deliver their customer service is going to be a major differentiator. While this has been a trend for several years, it’s accelerated over the past 18 months, as companies are specifically allocating budget line items into their customers’ experience.
Some of the world’s top brands – Apple, Lyft, Netflix, Warby Parker, or Amazon – didn’t create an entirely new market when they started, they changed the experience of the existing markets, focusing on every step of the customer’s journey. Customers have different touchpoints throughout their journey with a brand. However, in many companies, these touchpoints aren’t connected and are generally siloed from one another, creating broken process areas and service gaps, which ultimately leads to a frustrating experience for your customers.
Top Customer Frustrations are Fueled by Three Problems
A statistic often quoted among Customer Experience advocates, is one that should give business departments pause: Bain & Company surveyed over 360 firms and found that 80% of them believed they delivered “superior experience” to their customer. But, surprisingly enough, customers found that only 8% of companies were delivering.
The truth is, while customer expectations have changed (and that change is accelerating), the underlying business processes powering most enterprise-level customer support systems have not evolved as quickly. This creates an extreme disconnect between what customers demand and what well-meaning reps can deliver.
So where exactly are businesses failing? The top customer frustrations within your own company are likely fueled by three major problems, all within your customer service strategy:
1. Department silos delay resolution.
You’ve probably heard about this single problem, which does in fact plague all aspects of a company. The mantra of connecting your departments and breaking down silos is probably starting to sound a little monotonous.
But, what does this mean? Start by thinking about how many aspects of your business could be involved in a single customer service request; field service operations, finance, and billing, marketing, etc. Customers are often “ping-ponged” across different departments during a single call or during the life of a service request. A ServiceNow’s Customer Contact Week Onsite research found that it typically requires four or more departments to resolve a single customer issue.
Try to remember the last time you called your cellphone service provider; how many times did their operators transfer you to a different department until your problem was eventually solved (if solved at all)? Our guess is probably too many times.
19% of customers contacted in the ServiceNow survey connected to customer service 7 or more times to address a single request. Customer service teams are struggling to get the correct information for the customer, requiring the customer to follow up several times to get their requests fulfilled and issues resolved.
2. Issues (when solved) are solved reactively.
With only 17% of customers satisfied with customer service representatives’ action(s) taken to resolve their most serious problems, customers’ needs aren’t being addressed appropriately, i.e., proactively.
Organizations and companies are not solving issues proactively: Instead, they only react to problems after they arise and are reported by the customer. Even when multiple customers have the same issues, organizations are not performing root cause analysis, research, or communicating with their client base to prevent the problem from affecting other customers in the future.
3. Customers want to help themselves – but can’t.
40% of consumers prefer digital customer service (web, mobile self-service, chatbots, virtual agents, communities, etc.) versus a traditional phone call with an agent. A Dimension Data report found growth in every digital channel but a 12% decrease in phone volume.
Despite this, there are very few companies that allow customers to use self-service or digital knowledge to resolve their problems or questions. What’s crazier? Solving this issue is a win-win! By providing the tools and knowledge base for customers to solve their concerns, with far less friction, companies can save costs on agent-assisted communications.
How can you transform your customers’ experience?
While many technology vendors have pivoted to address these customer experience needs, we see one as significantly standing out from the rest: ServiceNow. Our New ServiceNow CSM ebook walks through customer frustrations, ServiceNow Customer Service Management, real-world stories and more.
Find out how businesses are creating better experiences for their customers in Our Newest ServiceNow CSM eBook, Transforming Your Customer Experience to Surpass Expectations.