As the direct-to-customer market grows, many brands continue to adopt traditional approaches to customer service and stumble over the same obstacles again and again. How should customer service professionals rethink client care? And where should brands even begin this process? Let’s unpack some common customer service problems and solutions.
Below, we outline common obstacles, such as adapting to new customer preferences and gauging success, and cover modern solutions.
Customer Service Basics: What’s the Problem?
Despite popular wisdom, a majority of buyers do not want to speak to a support agent. That’s according to a survey by market research company Forrester. Analysts found most customers simply want accurate, relevant and complete answers to their queries. Why does this matter?
Returning to the study, more than 50% of U.S. adults said they’re likely to abandon their online purchase if they can’t find a quick answer to their question.
Speaking to only those one-in-two shoppers for whom speed is a factor, whether or not a brand closes a sale depends on how quickly customers can locate answers related to a product.
Delving deeper into this topic, 70% of adults said valuing their time is the most important thing a company can do to provide them with good online customer service.
Customers are increasingly using self-service and agent-assisted digital communication channels for customer service, which apply less friction to the shopping experience, Forrester researchers write.
Examples of these channels include:
- Web or mobile self-service.
- Online forums or communities.
- Live chat.
Of course, now’s not the time to unplug and retire the landlines. What this report points to is a more nuanced, tech-forward approach to our customer service problems and solutions — an approach that is more vital now than ever.
How Did COVID-19 Shift Customer Service
COVID-19. Social distancing. Virtual connections. With an eye on the upcoming year, Forrester suggests customer service centers will adapt to a shifting market, one shaped by the pandemic. There’s a “need for a more empathetic service experience,” analysts write. Additionally, customer service will become a lifeline for an estimated 33 million consumers.
“With U.S. unemployment peaking in April ,” they write, “millions of individuals found themselves struggling to pay for food, bills, and other necessities.” They suggest responsible organizations provide high-quality, emotionally sensitive customer support in a form that meets customers’ needs.
Concurring with the above trend, Forrester predicts a sharp, 40% spike in virtual customer support cases, placing greater scrutiny on brands and greater urgency on their support agents to meet shoppers’ preferences: namely a demand for self-service and agent-assisted digital communication channels.
Finally, Forrester projects the creation of hybrid store/contact center roles. While brick-and-mortar stores have been hurt by the pandemic and subsequent social distancing guidelines, they haven’t been erased. Assuming a hybrid posture towards customer service problems and solutions creates the greatest opportunity for brands to meet shoppers’ needs.
Tackling Customer Service Problems and Solutions
As we covered in a previous blog post, customer service agents who aim to improve their care face a unique challenge. So often, the starting points for new solutions are major issues that may be intangible and tricky to define, such as:
- Feeling ineffective.
- Immediate need to deflect conversations.
Equally challenging is gauging the benefits of your customer service. Of course, a five-star review on a public forum is a clear sign. Generally speaking, these kinds of signals can be few and far between, creating gaps of time without concrete feedback to indicate how well a service center is performing. Where should you look to get a sense of how your service is affecting consumers?
First, look within. Everyone benefits from excellent customer service, not just shoppers. When buyers are happy, that can radiate to an entire organization, boosting morale and — potentially — translating to sales. And in that way, a company’s bottom line becomes a clear, tangible gauge of customer service efforts.
And second, check your workloads. Customer service takes time to perform, especially when done well. As such, professionals may find themselves overburdened when fielding a large volume of easy to answer conversations, and unable to attend to more serious cases. Often, giving agents the freedom to deflect avoidable queries is a matter of implementing tech solutions, such as self-service and agent-assisted digital communication channels.
Customer Service Solutions
Here are just a few options that are available to customer service professionals:
- Providing shoppers with resources, such an easily accessible FAQ section.
- Installing an AI chatbot.
- Implementing a proactive outreach strategy, allowing agents to address customer concerns before they arise.
Learning how to tackle customer service problems and solutions doesn’t have to stop with this blog post. Trust Kustomer as a source of invaluable tactics for honing your custom service center strategy. Learn more.