MANAGING THE CUSTOMER SERVICE TOUCHPOINT EXPERIENCE
One of the most important tests for any brand is how they manage the customer touch point experience. There are three critical points in which these occur: PRE- SALES, PURCHASE, POST-PURCHASE.
It is important when designing these experiences that the brand is clear about defining WHAT the purpose will be and HOW they want the customer to utilise the designed touch point – to guide the behavior.
| PRE- SALES | PURCHASE | POST PURCHASE | |
|---|---|---|---|
| Description | Includes advertising, direct mail, website and other channels which promote your products and services | Focus is on the actual channels which are used to capture the customer such as resellers, website call center, sales ..etc | This relates to the necessary maintenance functions required to manage and use the product and service. Includes billing, assurance and maintenance. |
| Purpose | To entice and draw customers interest. To make them engage with the brand channel to enquire on products. CREATE NEED/ ENTICE | To process the sale in the most efficient manner and to guide the customer to purchase the best package option. TO BUY/ UPGRADE | To rectify query /problem as quickly as possible so that customer can continue to utilise continuous service. TO RESOLVE |
| Responsibility | MARKETING | SALES | CUSTOMER SERVICE |
With the advent of social media and advancements in technology the channels in all three areas have increased and now customers have a myriad of choices in which to engage with their chosen service provider. However, with so many options on offer companies have to be clear and guide the customer interaction towards the behavior and habits they want to create. This challenge is particularly relevant at the customer service touch points where companies are trying to reduce the cost to serve.
To this end in mind it becomes all the more important to not necessarily increase the touch points but to make the ones you have work towards their intended purpose.
It is typical for companies to offer the following service touch points :
| Channel | Purpose | How to use channel | Restrictions |
|---|---|---|---|
| IVR | Provides the voice of the brand and the traditional telephone support that allows customers to speak to a person | As a support channel to quickly address queries and service maintenance issues Some functions can be fully automated via iVR Opportunity to cross-sell and upgrade | Call disconnects, long wait times and access problems during peak times cause frustrations. |
| Website | To give the customer control and access to manage their own details and service parameters via their PC. Direct to providers website | Allows customers to manage their service and view billing details Provides information Can educate and inform | Requires PC/ smartphone and access problems if no data available or site is congested. |
| Mobile App | A smart phone interface that provides access to information and selected actions for your customers. | Gives you the PC functionality and telephone support in a mobile way | Need to have data access to connect Limitation in applications |
| A more formal channel to communicate and write in with your questions and problems. | Provides a platform to communicate in writing | A reactive channel Requires good support structure and agents that can communicate well in written and verbal form | |
| A sharing platform to engage with a group of followers in your network. Allows you to broadcast information quickly. | Increase traffic to your website by embedding links Offer exclusive deals and promotions to your followers As a sharing platform to keep your customers informed about upcoming events To position your brand and tell customers about ‘tips’ or advice on how to use your service | Limitation in number of characters Data access is required Difficult to control negative comments | |
| A platform to build connections with your fan base. It is a relationship site that allows two way communication and opinions of connected people to be heard. It promotes transparency and openness and companies are using the platform as a way to show the human side of their business and engage with their base. | The majority (70%) of content that a page puts up should be brand- and business-building, Provide information that is valuable to your followers. As a customer service platform to answer questions and guide your customers | Data access required to engage Difficult to control the negative comments Works most successfully if there is two-way engagement from your base. |
So given all the above options how should you manage the interaction?
- The first principle to keep in mind is that the telephone contact is not going away anytime soon so don’t ignore your IVR over your other channels.
- Your IVR, website and mobile app need to work in sync. They will form the backbone of your service structure. It is important to determine what you want your customers to do at each channel and educate and inform your customers. Keep these channels focused on problem solving, as a sales channel and education about how to use your products and services. Email is ideal as a backend channel for customers who prefer a more formal approach to contacting you.
- Facebook and Twitter are your engagement channels. This is where you showcase your customers and potential customers what your brand is all about. This is where you bring your brand to action. It is also a good channel to educate and to direct and announce offers. It is not always advisable to be used as a service and support channel as then you are bringing problems and customer issues to your marketing space.
Ultimately your service strategy needs to address the needs and requirements of your varied customer base. It is necessary to be focused on building habits and educating your customers on how to best achieve their goals by the chosen channels that you choose to interact with them.
