Customer Service Transformation Leads to Growth
18/05/2020 |

Customer Service Transformation Leads to Growth

Today's situation is motivating us to transform customer service
like never before. Learn more about how this will help your company grow.

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It is by no means just the current situation that leads us to customer service transformation, increasingly through digitalizing all processes and creating a connection to the customer. Overcoming spatial and temporal distances has become an everyday requirement. Our sphere of activity has steadily expanded in recent years to such an extent that virtual space is much more in keeping with our everyday lives, whereas meeting customers in person is almost an exception.

However, up until now we have been able to decide, to a certain extent, for ourselves how we want to conduct personal customer encounters and to arrange these individually. With the restrictions imposed by the current situation around the Corona pandemic, it has become a must to organize customer service virtually and, even better, to optimize it. Today’s situation is motivating us to transform customer service like never before.

Of course, regular monitoring of the optimization potential of all business processes is a must anyway. This is the only way we can react well to changes and keep up with the demands of the market.

Of course, regular monitoring of the optimization potential of all business processes is a must anyway. This is the only way we can react well to changes and keep up with the demands of the market.

Beyond that, there is the need for a new kind of customer service strategy. We must not forget one thing: Today, the customer dictates the strategy we use to align our customer service with their demands. Customers want relevant information that is available anytime, anywhere, in various formats and on their desired medium. To keep pace with these ready-all-the-time customers, we have to allow digitalization to actively and positively shape our processes.

Customer Service Transformation and Digitalization

But what does digitization mean in the customer service environment? What advantages does it bring, and why is it a key to growth?

Let’s take a closer look at the requirements for customer service. Customers want service:

  • quickly,
  • professionally, but at the same time also
  • individually.

This means providing solutions to their specific problems, offering expert answers to their questions, initiating processes that help them to be or become more successful. In other words, the feeling of having a contact person available at all times to provide them with optimal service is what customers want.

This is not possible without digitalization.

Competence as an expression of service orientation becomes the benchmark for the quality of service.

Faster Connection to The Right Skills.

Fast reaction times require that personnel capacity is available on the customer service side. This can only be achieved with a high degree of automation. With a tool like OTRS, for example, customer inquiries can be assigned directly. This means that it is not necessary to search for a suitable specialist in customer service for a long time; the inquiry is directly assigned to the person who can answer it. This ensures that problems are solved professionally and that the right experts are on hand.

Competence as an expression of service orientation becomes the benchmark for the quality of service.

On-demand Help.

With self-service tools, customers can access information directly and find help to help themselves. This is exciting for customers who are looking for a solution quickly and want to act in a hands-on way without having to call on a customer service employee.

On the customer service side, this allows the service team’s available time to be used particularly effectively. Personnel resources can be used for individual contact and personal support – the icing on the cake in customer service.

Why Does Transforming Service Delivery Help You Grow?

The modern service team is challenged to serve a greater purpose in the competition for customers: Our digital world provides them with new tasks in increasing customer loyalty and retention. This has consequences for both the organization and its culture. After all, growth is based on the success that each individual can achieve in contact with the customer. And in the case of customer service, this success no longer consists solely of solving problems. Rather, customer service team members play an important role in customer acquisition by acting as direct figureheads for the company. They are thus an important factor in corporate growth and must take advantage of all digitalization opportunities to excel in this role.

Those who play a leading role in customer service today have become accustomed to the constantly increasing expectations of customers and know how to serve them with high speed through the development of new technologies. Those who have not yet understood this must start their journey as soon as possible, otherwise they will be left behind.

Text:
Photos: Lukas from Pexels

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