When I was working on a consulting project, I was surprised to learn that customers don’t have a clue about what features and functions actually improve customer service. (This was in a part of the world that was strongly dependent on technology and equipment.) They simply want faster service. They think that faster service improves customer experience. They’re convinced they can get much better service by having a call centre or online chat service. All of these technologies have their merits, but it would be disingenuous to deny that they also improve customer service by actually decreasing customer satisfaction and making customers frustrated.
Customers want fast service. They want to be able to reach a live person and ask for help. They want to get immediate results. That’s all well and good, but none of this means your customers care about the technology or product that comes with that service. They simply want fast service and don’t want to waste time trying to reach a live person. I’m so thankful that they’re willing to sacrifice that. I’m also thankful that I can use a technology like CRM to improve customer service without compromising the level of customer service my clients and customers deserve.
CRM Means Customers Get More Service with Less Effort
It doesn’t take long to realize that to provide a better customer service experience, you must have a customer support team that is able to handle the increasing number of transactions and interactions with customers. The more customers interact with your company, the more work you have to do. If you’re not using technology to improve customer service, you’re either ignoring technology that’s available or simply not using it effectively.
No matter how powerful your customer support team is, they can’t handle every customer. They can’t be available to customers 24 hours a day. They can’t be involved in every single interaction your customers have with your company. When you’re doing your job right, you want your customer support team to be available to customers when they need help. Most of the time, this is only in the event that your customers are having an issue.
Although the complexity of the Internet has increased exponentially, the technology that is being introduced into customer service is actually making the customer experience better. The time it takes for customer support agents to respond to a customer’s question has been drastically reduced by using CRM. Customer support agents get back to customers within minutes, which is much better than having to wait until the next business day. Even if customers don’t have a problem, they can still get some sort of information in a timely fashion.
CRM Improves Customer Service
When you’re using a CRM system, such as one which has an integrated AI customer service network, you’re improving customer service because you’re automatically tracking every single interaction a customer has with your company. By tracking each interaction, you can learn how to improve customer service going forward.
As time goes by the standard customer service system will inevitably be operated by Artificial Intelligence.