{"id":1231,"date":"2022-06-01T19:46:00","date_gmt":"2023-06-06T19:46:32","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1231"},"modified":"2023-06-16T05:19:09","modified_gmt":"2023-06-16T05:19:09","slug":"seamless-connected-service","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/seamless-connected-service\/","title":{"rendered":"The Secret To Seamless and Connected Service"},"content":{"rendered":"\n

Over the last two years, many brands accelerated digital transformation<\/a> to meet customers online. Customers quickly embraced the speed, convenience, and safety of digital experiences. However, digital alone is no longer enough.<\/p>\n\n\n\n

\u201cConsumers are now excited to go back into stores and are craving human experiences,\u201d explains Anne Wang, Account Director, Service Cloud, ASEAN at Salesforce. \u201cA hybrid of digital and in-person experiences has become the new norm.\u201d<\/p>\n\n\n\n

This is driving a strong desire for connected, seamless customer service<\/a>. Brands that utilise the speed, convenience, and safety of digital while humanising customer experiences will be well placed to meet this desire.  <\/p>\n\n\n\n

Redefining customer care in the post-pandemic era<\/b><\/h2>\n\n\n\n

A new level of customer obsession is needed to fulfil this craving for human connection. <\/p>\n\n\n\n

Wang believes the typical post-pandemic customer wants to be treated as a VIP. To do so requires seamless, connected customer experiences across all channels. <\/p>\n\n\n\n

\u201cCustomers want to be recognised as an important person, not a case ID,\u201d she says. \u201cThey want us to know them regardless of the channel they contact us from.\u201d\u2028<\/p>\n\n\n\n

\u201cFor example, when customers go to a bank now, they expect the service of a five-star hotel,\u201d adds Jazlan Azizy Jusoh, Head of Business Services, TM ONE at Telekom Malaysia<\/a>. \u201cThe bar has been raised.\u201d<\/p>\n\n\n\n

He says brands can fulfil this new expectation by creating a coherent digital experience.<\/p>\n\n\n\n

\u201cThis requires rapid research to understand new pain points, and agile innovation to address them. Organisations that master this approach will create value for consumers in high-priority areas.\u201d <\/p>\n\n\n\n

Redesigning customer journeys for the new context <\/b><\/h2>\n\n\n\n

Redesigning customer journeys<\/a> for the post-pandemic context will help brands to deliver this level of customer obsession. Jazlan says this begins with adopting more customer-centric processes. <\/p>\n\n\n\n

\u201cThinking from the customer\u2019s perspective is key. We must focus on what matters more to customers, instead of just what matters to us,\u201d he says. \u201cPut the customer at the centre, and design the right data architecture around the customer to build a 360-degree view.\u201d <\/p>\n\n\n\n

This 360-degree customer view provides all the data brands need to understand the needs and behaviour of each customer. Such knowledge can be used to design new operational processes that directly address customer needs and behaviours.<\/p>\n\n\n\n

Brands can then map customer journeys and touch points to these new internal processes. This is how organisations use customer journey mapping<\/a> to stay focused on customer needs and develop empathy with customers.<\/p>\n\n\n\n

Humanising customer experience<\/b><\/h2>\n\n\n\n

Customers are craving human connection, and personalisation can help brands deliver it. Personalising customer touch points deepens engagement. Customers feel seen, heard, and understood. This creates loyalty.<\/p>\n\n\n\n

However, Jazlan says many brands are failing to deliver this level of personalisation with coherent digital experiences.<\/p>\n\n\n\n

\u201cConnecting with and satisfying customers have become more complex with the proliferation of digital channels,\u201d he explains. \u201cMaintaining a strong customer experience requires agile innovation to address changing dynamics and new pain points.\u201d<\/p>\n\n\n\n

Jazlan\u2019s advice is to use end-to-end technologies to build capabilities that focus on people and process.<\/p>\n\n\n\n

\u201cFor example, Salesforce Service Cloud<\/a> is able to leverage artificial intelligence (AI) and data to empower contact centre agents to create more empathetic experiences, and give customers the human touch,\u201d says Wang. \u201cService Cloud Voice<\/a> can pull out key information such as the customer\u2019s preference, past purchases, engagement history, and use AI to recommend the next best action in a live chat environment.\u201d\u00a0<\/p>\n\n\n\n

Personalisation isn\u2019t just about AI. Aureus Academy<\/a> is a leading Singapore music school with more than 15,000 students enrolled. It provides an excellent example of how companies can design simple processes around individual customer preferences.  <\/p>\n\n\n\n

Julius Holmefjord-Sarabi, Chief Technology and Financial Officer at Aureus Group explains how his company is planning to put technology-assisted personalisation to use. <\/p>\n\n\n\n

\u201cWhen a student signs up for a trial, we can ask for their favourite song. Their teacher could then prepare an arrangement of that song, so during the trial the student is excited and engaged. This would help achieve our key priority to keep every customer engaged with their lessons.\u201d<\/p>\n\n\n\n

Connecting customer experience with end-to-end technologies<\/b><\/h2>\n\n\n\n

Technology is the key to helping brands create seamless, connected customer experiences. Jazlan highlights the importance of integrating back-end and front-end platforms to avoid data silos. <\/p>\n\n\n\n

\u201cThink about end-to-end technologies, not just frontliners. Frontliners depend on people at the back-end who are doing the support work. The technologies and platforms used on both ends need to be connected so the front-end and back-end teams can effectively work together,\u201d he says.<\/p>\n\n\n\n

Aureus Academy is achieving this kind of integration with its popular customer app and portal. Julius says more than 15,000 lessons are booked, rescheduled, or cancelled each month within the app.<\/p>\n\n\n\n

\u201cAll of this data syncs in real-time across all of our channels and agents,\u201d he explains. \u201cCustomers can choose to contact us in whichever format they prefer \u2014 via email, phone, website chat, or Facebook. We are able to address their requests in the same way across all of these channels.\u201d<\/p>\n\n\n\n

Technology turns customers into VIPs<\/b><\/h2>\n\n\n\n

The post-pandemic era is an exciting time for companies with the courage to innovate. <\/p>\n\n\n\n

\u201cThe barriers of trying a lot of these technologies are lower than before, and the payoff if you get it right has probably never been higher,\u201d says Wang. \u201cSo I think it\u2019s the time to try ideas and keep testing.\u201d<\/p>\n\n\n\n

Jazlan agrees: \u201cWe need to be able to fail fast and fail forward so we can continue to learn and innovate.\u201d<\/p>\n\n\n\n

The key to this innovation will be leveraging technology and data to achieve new levels of personalisation that humanise customer experiences. This is the secret to delivering seamless and connected service that will make your customers feel like VIPs. <\/p>\n\n\n\n

To learn more about creating connected customer experiences, download our The Secret to Seamless Service: Connected Channels ebook<\/a>.<\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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