Looking to buy shoes online? Need to upgrade your phone? In the market for a ridesharing app? Today’s customers can buy any one product or service from at least a half-dozen different vendors. So, how does any one company stand out? To answer that, it’s important to understand that what customers are buying today isn’t simply the product or the service; what they’re really buying is a relationship with a brand, with a specific company selling that product or service they’re interested in.
Businesses, large and small, are increasingly focused on digital transformation – and they should be! But, so many of these companies are fixated on digital transformation as solely an optimization play. In other words, they see digital transformation as a route to reducing call center volumes and associated costs via streamlining customer care. That’s certainly an important part of the calculus, but it’s far from the only goal.
More importantly, businesses can and should be using digital transformation to create more relevant and personalized conversations with customers. This creates a “moment of impact” in the call center for customers, making sure their concerns or questions are not only completely satisfied, but that you’re also strengthening the relationship between your brand and your customer during every interaction.
The key to more relevant conversations: Getting the data right
How to create a more personalized context for customer interactions, and leaving customers with that moment of impact via your call center, can be summed up in two words: Better data.
As with all things digital transformation, data is the lynchpin to everything. When fielding calls and queries from customers, call center reps have to draw on enormous databases and repositories of customer data in order to establish context – i.e., the customer’s previous history with the company, what issues they may have had in the past, how they were resolved, what the customer responded to and so on.
Different, siloed sources of data mean any call center can be relying on different pieces of information and views of the customer to inform their conversations. As you might imagine, that can end up backfiring. If you’re having a conversation with a customer over an issue that they’ve called about in the past, and you’re treating it as if it’s the first time because you’re relying on inaccurate data, then you’re off to a bad start that can quickly alienate the customer and potentially turn them off for good.
That makes a single view of the customer, consolidating all of those disparate sources of information into one place, all the more essential. Unifying everything from marketing campaign data, sales insights, account plans, product information, release schedules, customer purchase history, customer buying preferences, service interactions and survey sentiments into one view makes for not only more accurate data, it also provides a baseline that you can augment further with additional data (e.g. customer demographics, risk levels, etc.). This provides the foundation for continuing the digital transformation journey, through more responsive digital communications and hyperpersonalized support leveraged by Interactive Personalized Video.
Call centers that don’t undergo a digital transformation don’t just risk angering their customers; they risk having no customers at all. Check out our whitepaper, “Digital transformation redefines customer engagement," for more on how you can stay ahead of the curve in adding more value to your customer relationships through the call center.