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7 ways to provide world-class CX and customer support

Seminar poster with venue and time details by WeWork Lab

We put together a guide to help build the core foundations of your customer success plan for digital channels. Having launched over 800 projects, we have learned a lot about what great customer experience looks like, and how to realistically implement it.

👞 1. Put yourself in the customer’s shoes

The way consumers interact with brands is changing. With more on-demand experiences available to them, they expect brands to be available whenever, wherever to address their concerns.

Real-time, omni-channel customer touchpoints can make a big difference to your customer satisfaction and retention. However, when a brand expands across too many channels, it often leads to an inconsistent customer experience, in terms of things like tone of voice and access to services. 

So when it comes to building a great support system, the first thing you need to do is put yourself in your customer’s shoes and ask one question: what do they want to achieve when they reach out to you

This is a foundational question, but it’s one that often gets lost.

 

🎯 2. Know your audience

Once you understand what they want, a few key questions to ask to drill deeper into understanding your audience include:

  • Who are they? It’s common to assume that in the B2B world, it’s the C-suite — but chances are those involved in day-to-day engagement are less senior. Another misconception in the B2C world is that power users are millennials. Research shows even baby boomers try new channels and ways to talk to you.
  • How will they reach out to you? The vast majority of customers will contact you in a limited number of ways, and that’s where you need to be. We are all about enabling brands to be omni-channel, but you have to start somewhere and make it manageable — whether it’s Facebook, Twitter, or a webchat on your website. For example, one less well known contact route is Google’s Business Messages. There, you can connect with customers via Google Search and Maps and instantly answer their queries.

 

💧3. Make your purpose clear

It’s important for brands to know what their objective is, and make it clear. 

Are you considering new communication channels or simply enhancing the ones you currently use? Maybe you want people to find information about your product, faster? Do you want to give a feel for who you are in conversational experiences? Or just make it easier to contact you by giving more options the customer prefers?

Graph Image indicating significance of fast response time
Graph source: SuperOffice

 

🤖 4. Automate responses to address FAQs faster

One quick win when it comes to delivering great CX is automating certain responses to instantly answer FAQs and route complex enquiries to relevant staff.

Things to consider when enriching your conversational experience with automation:

  • When? Your bot can be responsive real-time, 24/7/365. Read our Yarra Trams case study for reference. 
  • Who is the first responder? Be clear about who is handling the enquiry, such as automation before a team member is available.
  • Where? Start where your customers are, for example on Facebook or directly on your website, and then move to an omni-channel approach over time. 
  • Who are you? Think about your tone of voice: are you loud or softly spoken? Upbeat or relaxed? Brave or safe? Intellectual or simple? Funny or serious?
  • What actions can users take? Customers will expect to address sales and support enquiries in one place, and they may even want to do that all in one conversation. They don’t want to silo functions, so your conversational solutions must serve multi-functional needs.
  • Could you be transactional? This is where you allow various actions, such as purchasing goods, RSVPing to events, filling in forms, and leaving feedback. You may need to consider flexible integrations to tailor to your business logic.

 

🧗🏻 5. Be prepared to go on a journey

Delivering amazing customer experience shouldn’t have a use-by date. Similarly, installing an automated CX solution isn’t just a matter of plug and play. 

We recommend the following steps to get it right the first time:

  • Kick-off session – Review project objectives, responsibilities, timelines with your internal stakeholders and the vendor
  • Construction design – Create dialogue flow, define brand’s tone and voice 
  • Content creation – Build language, assets, and knowledge base
  • Unified workshop – Review dialogue flow and content with all stakeholders
  • EvaluateAssess metrics and outcomes and iterate
  • Kick-off build – Implement integrations, enable dialogue, train Natural Language
  • Unified testing – Preview and test prior to launch; don’t test in the live environment in front of your audience
  • Go live – Launch your solution
Image showcasing the factors to consider while troubleshooting customer conversations
WeWork Labs, Sales Academy (Pacific) presentation

 

📚 6. Learn some basic tricks of the trade

No matter what your organisation looks like, these are some failsafe rules we like to follow:

  • Start small, and define a realistic scope
  • Listen, learn, and build your expertise
  • Hand over complex questions to humans
  • Be friendly, have personality
  • Don’t just do text, add things like emojis and GIFs
  • Put in place relevant calls to action (CTAs) and show customers why they should engage
  • Use your audience’s language
  • Create compelling and engaging content – make content you would want to receive
  • Enable buttons, Natural Language Understanding (NLU) and Natural Language Processing (NLP) to give quick options for people to progress the conversation.

Once you have the basics in place, the next level up can involve tools such as:

  • Proactive, personalised alerts: send your customers information relevant to them with instant, automated, personalised notifications to the channel of their choice.
  • Conversational marketing campaigns: reduce your workload by allowing you to execute real-time, intelligent conversations through engaging omni-channel campaigns around the clock, with measurable results.
  • Conversation health: immediately identify unwanted, offensive and scam messages, posts and images across your social platforms so you can take action quickly.
  • Superfans: discover your brand champions, build a bespoke fan score and reward their support to drive loyalty and growth

 

🕳 7. Avoid some common pitfalls

Conversely, we’ve also seen a lot of ways that automation and CX tools can go wrong.

Basic things to avoid:

  • Too much text, text that doesn’t fit into the screen, requiring scrolling — keep high traffic points short and sweet, not repetitive.
  • Don’t frustrate your customers by getting them stuck in a loop. Offer escape routes as soon as the chat deviates from the happy path.
  • Be mindful of the data you’re collecting and respect your customers’ privacy.

A more complex solution will throw up some more complex problems, so some things to consider if you’re levelling up include:

  • People will send things in weird and wonderful ways, so have flexibility to respond.
  • When you’re collecting PI, PII, don’t collect customer’s credit card details in a live chat, do it through a secure gateway.
  • Always use supervised AI training, don’t just rely on the system that learns from itself.

 

We also strongly advise steering clear of overengineering. When you’re starting out, don’t build for a global audience if your organisation is local. Scalability should be built in and any CX solution can be upgraded over time.

It’s also easy to get tempted into overcomplicating what you’re doing, whereas the simplest experiences are often the most effective. Sure, we can make it complex — but if there are too many hoops for customers to jump through, (even with incentives), a complicated solution can make it too difficult.

Finally, just because you built it, doesn’t mean people will come. Your launch strategy is just as important as the tools you’re putting in place.

Want to imagine how Pattr can create a great CX solution for your organisation? Contact our team today.

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Some Insight

Our Head of Growth recently gave a presentation to the WeWork Labs community on how to provide outstanding customer experience in the always-on age. in this article, we summarise her key points.

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