The Future of Digital Engagement: Shep Hyken on Exceptional Customer Service [Series]
Digital engagement is transforming customer service, and elevating the expectations of online and cross-channel shoppers. LivePerson interviewed 10 respected industry experts to help us evaluate oncoming trends and predictions for the coming year. This is the second post in our series, spotlighting insight from Shep Hyken (@hyken), New York Times and Wall Street Journal bestselling author, and Chief Amazement Officer at Shepard Presentations, on the importance of customer care and service.
In a world with endless choices and growing competition, exceptional customer service has become the key to differentiate your brand from the competition, and essential for building lasting customer relationships.
Customer service is no longer a siloed function or department; it’s integrated into every stage of the customer journey—digital, in-person, and beyond the point of purchase. Sales and marketing teams must know where the critical interaction points are in order to improve the customer’s overall experience.
Businesses that ramp up their service efforts across the entire customer experience will also improve sales. So, how can businesses improve customer care and service across the entire journey? The following are a few tips.
1. Meet Customers Where They Want to Engage
Pairing digital communication and technology with live engagement is a powerful combination, and it allows brands to meet customers where they choose to engage. Today’s consumer is on multiple channels, and has access to information about the product (price, features, reviews), as well as the brand and the people who are behind the solution. If they need support while on your website, make it available in the digital channel-- with a live chat option. If they’re on social media, make sure your brand is equipped to listen and respond there too.
2. Provide Instant Help
Live engagement and customer service must be immediate to be successful.
32% of consumers complaining via social media expect 30-minute response times, according to Edison Research. LivePerson’s recent consumer report confirms demand for immediate support across channels—73% of consumers state speed and efficiency as the leading factor in creating a great online experience. In fact, most consumers will wait no longer than 76 seconds to receive help before abandoning the site.
3. Consider video + mobile
Mobile ecommerce is growing twice as fast as with traditional ecommerce.” (ComScore, 2013). As more and more customers use their smartphones to shop and get support, there is a huge opportunity for video chat-- it allows brands to provide live access to service reps or product experts to customers, whether they’re in store or on the go.
Interested in more on the future of digital engagement?
Download the full eBook for the full interview with Shep Hyken and other thought leaders in the digital marketing space—The Future of Digital Engagement: 10 Thought Leaders Share Predictions for 2014.