{"id":2177,"date":"2018-11-28T16:06:00","date_gmt":"2023-10-18T16:06:41","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2177"},"modified":"2023-10-18T17:35:41","modified_gmt":"2023-10-18T17:35:41","slug":"5-ways-keeping-customer-service-personal","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/5-ways-keeping-customer-service-personal\/","title":{"rendered":"5 Ways for Keeping Customer Service Personal"},"content":{"rendered":"\n

Getting angry at a chatbot feels pointless. Similarly, when you\u2019re struggling to use a self-service website to resolve an issue, it often feels like there\u2019s no one to blame but yourself. Interacting with company employees who are clearly bored, distracted or indifferent to your concerns isn\u2019t great either, of course, but the future of customer service should be a great combination of human and machine.<\/p>\n

In the Age Of The Customer, refusing to embrace some of the technologies available to improve service<\/a> would probably be a mistake for a lot of Canadian businesses. After all, so much of how people buy — whether as consumers or even within businesses — involves some kind of digital channel. And if customers become used to learning about products and services through social media and email, and then making purchases via online shopping carts, they may prefer to digital means to ask for help afterwards, too.<\/p>\n

Having an omni-channel approach to customer service doesn\u2019t mean the customer experience should feel so automated that it becomes impersonal, however. Think a customer who blows up at a customer support team member over the phone or in person may threaten never to come back again. That\u2019s bad, but at least it\u2019s feedback.<\/p>\n

In a digital environment, customers may not convey the full extent of their reactions in a particular service experience. They might just vanish into thin air, leaving little opportunity to win them back again. That\u2019s why the most successful companies ensure that their customer service strategies use technology in a way that continues to build positive relationships<\/a>.<\/p>\n

Humanizing service experiences is all about thinking holistically about the entire journey they take, and what they\u2019re seeing, hearing, thinking and — most importantly — feeling. Here\u2019s a handful of ways to get started. <\/p>\n

1. Use Data to Treat Even Recent Customers Like Regulars <\/h2>\n

There\u2019s a big difference between starting a conversation with a chatbot that begins, \u201cHi! Can I help you?\u201d and \u201cHi Karen! How can we help you with the jeans you bought from us last week?\u201d<\/p>\n

This is not the stuff of science fiction. It\u2019s something that\u2019s possible today by using the customer data from past purchases and any other personal information they\u2019ve consented to give an organization. It\u2019s also not limited to use by chatbots but through self-service websites, interactive voice response systems and many other popular customer service channels. Just as in \u201creal life,\u201d treating customers as familiar faces can go a long way to creating a kinder, gentler start to a service interaction. <\/p>\n

2. Tie Back Avatars to Real People <\/h2>\n

You can use everything from stock imagery to illustrations of imaginary characters when you\u2019re implementing tools like chatbots or speech recognition applications, but some companies go about it differently. Firms with dedicated customer support staff sometimes use pictures of actual team members, since they\u2019re the ones who might be in the background should the need to connect with a human being arise. Smaller companies and startups have even used their CEO\u2019s image, especially if it\u2019s a business where the CEO is using the power of smartphone technology to actively deal with customer issues themselves.<\/p>\n

Of course, there will be companies and environments where using actual team members may be inappropriate, but the point is making sure the technology reflects who you are, even if it\u2019s just a logo or design elements that remind customers of your other branding. <\/p>\n

3. Reference a Community of Customer Peers <\/h2>\n

Taken as a whole, your service interactions become a treasure trove of advice and insight that your customers are giving you as a gift. As a result, you should be giving back by making them feel less alone when they come with questions or complaints.<\/p>\n

Use data on frequently-asked questions to help resolve support issues more quickly, for instance, but also remember to share with customers that they\u2019re not the first to ask those questions.<\/p>\n

\u201cThat\u2019s the #1 thing we hear,\u201d for instance, may seem like unnecessary information as you respond to a service inquiry, for instance, but it can validate the customer\u2019s sense of confusion, worry or even anger. \u201cA lot of customers have found this useful,\u201d is another example of language that conveys empathy and can be used regardless of technology or channel. <\/p>\n

4. Make Specific Introductions When Handing off to Humans <\/h2>\n

There will inevitably be moments where customers need to move out of a technology-driven or automated customer support process to one with a live human being. What often happens, however, is that customers suddenly feel like they\u2019re being pushed towards an employee who has no idea who they are — and who they don\u2019t know, either.<\/p>\n

Imagine, instead, if a chatbot said, \u201cLet me transfer you right now to Jesse. He\u2019s an expert in helping companies install this kind of software and he\u2019ll have all your details in front of him as I connect you.\u201d Jesse, meanwhile, should have the customer\u2019s name and be able to behave in a way as though they\u2019d been briefed prior to the conversation. Technology feels less robotic when the handoff is more fluid and informed by data. <\/p>\n

5. Offer One-on-One Follow Up Through Other Channels <\/h2>\n

Did the customer use a self-service portal to deal with their last problem? Don\u2019t just send out a survey by email asking them how it went, or asking them to rate you on a comparison site. Reach out with a note that includes their name, recognition of what they did on the portal and a sincere wish to make sure your organization has done everything possible to make them successful and happy. Other options might be a direct message through social media<\/a> or even, if it\u2019s possible, a phone call.<\/p>\n

Technology can boost the productivity, efficiency and the effectiveness of a customer support experience, but it doesn\u2019t need to be the entire experience. The more you humanize it, the more customers will likely start treating chatbots, portals and even automated phone trees as though they were living, breathing members of your team.<\/p>\n

\"Free<\/img><\/a><\/p>\n

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

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