After these last two and complicated years, we can affirm that something is changing for the better and that, at least, something good the pandemic has brought to us. I am referring to the urgent concern in companies to improve the experience of their customers and their workers, putting them at the center of the organization, and listening with great interest to what they have to tell us.
It is going from being reactive to using business intelligence to transform data into knowledge. What our customers care about, how we can best develop the talent of our workers, what makes them proud to be part of our company, and what makes our customers “fans” of our brand.
To keep going on this path and be prepared, not only for this current need but also for the future, we are already seeing how many companies have begun to lead from the executive committee the actions that allow them to continue growing and innovating in solutions. These help them better understand what their customers and employees need, putting both at the center of their new customer service strategy and at the center of the organization. Today, technology companies provide business solutions to organizations to make them more competitive.
That way they can offer the best experience to their customers and “empower their workers”. This way, they can offer a more humanized service, regardless of the channel that they choose to contact with their company. How we do it? From the concept to the action. The path to generate an excellent 360º value starts here:
1. Business intelligence: Converting data into knowledge.
2. Artificial intelligence: Preparing the companies for the future.
3. Learning machine: Converting data into intelligence decisions.
4. Customer experience: Compelling all the information that the companies have of their
customers exploiting it, to obtain the highest profitability of it and improve the customer
experience with the company.
At this time, it is a priority to use disruptive and flexible technology for each project and solutions that help identify what each client needs, making “the voice of the client” the key to being able to offer more value and provide them with the best possible experience.
Technology helps us to humanize the customer service
Nowadays we see how technology has been put into the customer’s hands which are every day more demanding and a better customer experience:
*Be present in the different digital channels and require attention for any channel, anytime, anywhere.
*Receive 24/7 attention waiting to solve their doubts, requests or queries in a more agile way and in a first contact.
*Be more aware of what you consume and what it costs you.
*Work with a company that inspires a lifestyle and values that each time acquires greater prominence, such as: sustainability, transparency, respect, diversity…
This is how today we have a consumer who needs technology to connect with brands, but who demands a more humane treatment. For this reason, today more than ever the humanization of customer service is necessary. For this reason, it is important that both company and employee have the right technology to help them humanize the service to their customers, offering them more personalized solutions.
We all want to feel special and unique when we talk with the customer service of a company, and we hope that the experience with it is excellent and capable to generate us a feeling of “pride of belonging” to it.
When we talk about using “voice of the customer” solutions, this information can be obtained in two ways:
In the first case, when the customer contacts our company through the contact center. These are the “voice of the customer” listening solutions that will help us collect all the information that the customer offers us when they contact us by phone. They will allow us to turn these conversations into very valuable information, which will help us identify why the client calls us, what they need, what we can offer them to improve their satisfaction and/or retain them.
Likewise, it will allow the integration of all this information with the company’s CRM, giving more power and the necessary tools to the employee who attends to the client, having all the information required when adding more value in real time to the client. In this way, thanks to technology, a more humanized and personalized customer service and attention is achieved, turning them into “fans” of our brand.
In the second case, the customer can contact us through the web or social networks. If we have a “voice of the customer” solution, we can turn this data into key information for our business. Once this information is completed in the company’s CRM, it will allow it to centralize it and relate it to each contact or each client and, in turn, be available for the employee to respond quickly and agilely to the needs of our customers, offering them the best possible experience thanks to technology.
Therefore, if we return to our initial question: do you humanize or digitize?
We see that technology, far from dehumanizing our company, will give us the opportunity to obtain more information from our clients. In this way, the service is humanized and the employee is “empowered” to provide much more value and, therefore, generating more business, more customers and more happy employees for the organization.