Resist the urge to automate everything
Automation should augment your business operations, but it shouldn’t replace customer interaction or business culture. While customers expect ease and convenience, they also want to understand your brand and feel connected to your team. A recent study commissioned by Facebook found that 56% of consumers believe it’s important that the brands they use share their values. Automating all aspects of your business can limit customer interaction and engagement. When you have a strong sense of what matters most to your customers, use automation to take care of the more routine and behind-the-scenes tasks.
Give customers the option to speak to a person
Automation software is a great way to increase consistency in your customer service and support. Software that creates easy flows for contact center agents to ask questions, record information, route calls, and set reminders, helps to reduce errors and set customer expectations for service. This is a great example of how automation supports customer service, rather than replaces it. If your company uses Interactive Voice Response (IVR) technology your routing options should be simple, concise, and eventually lead to a customer service/support representative. According to the same study commissioned by Facebook, 77% of shoppers feel more connected to a brand if they are able to contact it directly to ask questions or provide feedback. The investment in a team of friendly, knowledgeable contact center agents can make a big difference in giving your customers the connection to your business that makes them repeat customers.
Keep the customer in mind
Ask your team, is this tool helping or hurting our customer’s ability to reach us? Keep your customer’s needs in mind when choosing automation processes for your business. By maintaining your focus on your audience, it makes it easier to give them the service they want. Whether your organization offers B2B or B2C services and products, WESP Communications is here to develop the customized solution to meet your business needs.
Contact our team today to learn how to apply and use automation technology tools for your business.
