What's the Right Recipe for Successful Customer Service?

8/1/2017

DeviceBits, an artificial intelligence (AI) software company that offers predictive, self-learning platforms that help companies adopt self-service customer support materials, unveiled its latest white paper report: “How Successful Brands Today Are Implementing The Right Automated Customer Service Strategy.” Available for download here, the report addresses the three main ingredients for successful customer service today: artificial intelligence (AI), digital self-support materials and the right platform to deliver these in the right customer experience.

Brands know AI is critical to their customer service strategy. An online survey to more than 550 brands and marketers showed that 40.9 percent said customer service would benefit most from better online support that utilized AI with live chat, self-support, or automated response materials. This was ahead of sales (36.4 percent), and order/fulfillment (34.1 percent).

Most alarming, however, is that current online customer service strategies are not supporting sales activity. 36 percent of respondents, the most of any choice, said few customers are making a follow-up purchase following their interaction with their current online customer service team. Another 30 percent said only about half have made a follow-up purchase. This reinforces that organizations know they’re missing the mark with their current online customer service strategies.

Self-support materials are critical because it’s simply what the consumer wants today. In a recent survey presented to more than 2,500 consumers across the U.S., 61.5 percent of those polled said they would prefer their customer service issues resolved via automated response through self-service channels such as web, mobile, chat, email, etc. Another 43.6 percent said they’d prefer to make a telephone call into a customer service agent, and only 38.5 percent said they’d prefer a visit to the store to personally speak with an agent. This means that automated customer service is on par with the most traditional forms of customer service.

The report goes on to address the need for the right platform to pull all of this together into the right customer experience. A single-agent support interface helps manage and circulate customer information through integrations to popular CRM providers or other back office applications, giving a more personalized customer experience. What’s more, chatbot-ready articles or co-pilot responses with live agents further customer satisfaction levels, ensuring the consumer gets the information they need.

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