Today, social interaction and online communication has become our way of life.

We spend more time in relationships via our smartphone, tablet and computer screen than we do face to face. In the world of business, a brand that doesn’t cultivate its digital consumer, will soon find itself deleted.

Customer Service can be lost somewhere in the middle – the customer has an issue, the brand resolves it, and the job is done. But it’s not about simply resolving the problem; it’s about how the interaction is handled.

Brands know their products and processes inside out, but this doesn’t necessarily mean they are expert when it comes to serving customers. Customer Experience Management (CXM) partners provide a bridge between brands and consumers that are in need, creating a valuable connection between the two parties. The key function of the CXM partner is to solve customer problems, address their concerns, and meet their needs.

But there are also other ways in which this connection can prove incredibly valuable for brands.

Providing insights

Customers rarely call a brand’s customer service line or reach out on social media to let them know that the business is doing a great job. Instead, they make contact to ask questions, share concerns, or raise issues.

From these interactions, rich data can be obtained about customer needs. If, for example, a significant number call or chat about the same issue, this provides a clear indicator that there is a problem. This may be with a product, certain features, or the information available to customers, etc. How this is handled and shared within the service team is just as important as fixing the problem.

As well as addressing customer needs when they call or chat, the CXM partner should provide analysis to the brand, acting as a bridge between what consumers are saying when they make contact and what the business can to do as a preventative measure.

Dealing with the issue quickly and efficiently helps to elevate consumer trust, not only in the brand itself but also in their ability to resolve issues.

Connecting to all channels

The last few months have taught us that business life as we know it (or knew it) has changed. For brands to succeed they need to connect with customers regardless of where and how they make contact. The customer doesn’t see a single service channel, like calling, self-serve, social media, or a chat portal, they just see the brand and expect every experience to be consistent and reach an outcome.

Outsourcing to an experienced CXM partner provides flexibility, scalability, and instant access to human and digital support solutions that deliver a seamless brand experience.

SYKES has been helping customers for over forty years. If your customer service strategy needs experience and resources for success, please get in touch!

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