Three ways to use context & analytics to enhance your customer's journey
A primary pain point when dealing with technical support queries over the phone – for both the customer and the customer service agent – is the quality of communication. A customer experiencing a problem on your website or app has to recount all the steps they have taken to get to the point where they are stuck, and the agent has to make sense of this information in order to identify where the problem lies. This isn't always a smooth transaction.
If a customer isn't particularly comfortable with the technology they're using, they may find it difficult to explain what has happened, and the agent may have to guess where the process has gone wrong. If the agent can see exactly what the caller has done – the context of the problem – then this uncertainty is removed from the process.
Customer service has changed completely in the last 20 years – customers want to self-serve and will generally only contact you if they are having difficulty completing a transaction online. Though there is less live interaction with customers as a result of this change, the quality of that interaction is more important than ever.
Real-time customer analytics can provide the digital context to personalise the customer service experience. Here are a few of the ways you can use this context to improve your customer service and delight any customers who need to reach out to have an issue solved.
1. Make use of your customer journey analytics
Use customer journey analytics to remove any uncertainty from a customer support conversation. A customer journey map makes the engagement more productive for the agent and less frustrating for the caller.
If the agent has access to live information on what the customer has been doing on your site – the pages they have visited, the actions they have taken, the forms they have filled, and what they are doing when the call comes in – the customer doesn't have to explain what has happened to stall their journey through your site. Instead, the agent can immediately move to solving the issue at hand.
Image: Realtime customer journey context & analytics - identify personas, share form-fills and interesting moments.
2. Be proactive
Not all customers will phone when they encounter a problem. Agents can reach out to customers through live chat and VoIP if a site visitor appears to be having difficulty. For example, an agent can initiate contact if the system detects that someone is stuck on filling a form, and provide them with the support they need.
This proactive approach pays dividends – a recent Harvard Business Review report found that reaching out a customer while they are live on your site is up to seven times more effective than contacting them an hour later, and the likelihood that visitors will convert drops sharply as the interval between site visit and contact increases.
3. Make use of customer personas
Personas aren't just useful for marketing – use your analytics to identify and develop customer personas based on how your users interact with your site and what actions they take. Customer segmentation through personas will add even greater context to your data, allowing an agent to see where each caller lies in your lead funnel, and to serve them accordingly.
You can also take advantage of the actionable insights that this information provides. For example, a customer who repeatedly calls with the same problem may need greater guidance on using your product effectively – consider how you can support them to understand the issue without having to resort to customer support every time they encounter it. An email explanation walking them through the issue would be a helpful solution. We allow a range of interventions from Chat, SMS, Email, Call, Content Offer, Mini-Survey to provide assistance to a customer.
Image: Applying an Action to a Persona - guide your customer experience.
On the other hand, if agents are receiving a high volume of calls from customers relating to one aspect of your business, it may be worth revisiting this issue to see how you can improve your users' experience, and effectively solve the problem before your customers have to reach out for support.
To learn more about designing beautiful customer engagement solutions schedule a demo with one of our team.