Driving Digital Adoption = Happier Customers at Lower Cost
Empowered, disappointed, yet savvy and with spending power of almost $200 billion a year, Generation Y (roughly 72 million people born after 1980) is defining new trends in digital customer experience management and influencing the entire eCommerce arena. With access to digital technologies, AND the skills to use these technologies, Generation Y’s preference for online customer service is evolving. According to a Forrester report, 60% have adopted online self-service in the past two years; however, the experience has been less than stellar. As a result, 79% of customers are still picking up the phone to get support.
For brands striving to engage and build relationships with the next generation of customers, incorporating digital self-service into the overall customer support strategy can be tremendously beneficial to both their customers and the business.
While phone calls have almost become the default customer service channel, they are high cost interactions, especially when compared to other channels. In a recent survey of 7,638 U.S. consumers aged 18 to 88 called “Understanding Customer Service Satisfaction to Inform Your 2012 E-business Strategy,” Forrester discovered that live voice support can cost between $6 to $12 per support session vs. live chat which only costs $1 to $2 per session. By deflecting customers from calls and “priming” them to use the digital channel to engage, businesses can reap tremendous savings. By reallocating agents from call to online chat support, they can engage in multiple simultaneous chat sessions, generating greater productivity while also lowering operational costs.
Provide better customer experience
Every online interaction is an opportunity for a business to know more about their customers and improve their digital engagement strategy. By combining customer online shopping data with predictive analytics, businesses can elevate the customer experience, by providing the right assistance at the right time, or by personalizing the shopping experience with content most likely to match the customer’s preferences. One dimensional voice support, on the other hand, largely leaves the business in the dark from a customer data perspective-- call agents lack access to this valuable, real-time data available on digital channels. Without the ability to “see” and understand shopper behavior, its difficult for businesses to provide an experience that is relevant, personalized, and effective for the customer.
Increase customer lifetime value
Digital tools provide businesses with the opportunity to be proactive in targeting online customers who will have the greatest impact on their bottom line. Proactive engagement in the customers’ channel of choice is key to earning customer satisfaction, loyalty and ultimately lifetime value. Voice support, by comparison, is purely a reactive channel. Customers turn to phone support as the highest escalation to resolve issues, and more often than not, the experience remains underwhelming as customers have to weave through multiple audio menus and long hold times before reaching a live agent. A frustrated customer will only get more frustrated by an experience that does not meet their expectations and they will take their business elsewhere.
Given the nature of today’s competitive digital landscape, businesses need to optimize their online engagement strategy to meet rising consumer expectations and create happy, long-term customers. A successful strategy starts at the beginning; the first moments of engagement with a customer represent an opportunity to drive and accelerate digital self-service throughout the customer journey.
To see how to turn these concepts into action, attend our webinar with our resident expert on digital adoption, Amir Shub on November 19 at 2 pm ET at the 2014 Digital Care Summit. For a preview of Amir’s presentation, check out our latest eBook, Helping Customers Help Themselves.