self-serviceImagine this scenario: Mary has had a hard day. She picks up the phone and dials into your call center, ready for an argument. But much to her surprise, she is greeted by her first name as the automated agent looks up the last time she contacted the company. The agent remembers what she called about previously and asks if the issue has been resolved.

Mary Forgets She Was Angry

Suddenly, Mary forgets that she was angry. And a disgruntled customer turns into a loyal brand advocate.

This type of personalized attention with context of previous interactions is crucial for customer loyalty and enhancing the overall customer experience. While it was once more common for unhappy customers to experience the runaround to get help, customer service has shifted and now, more than ever, consumers have the upper hand when it comes to phone interactions. In fact, 86 percent of consumers will stop doing business with a company because of a negative customer experience. Moreover, 89 percent of customers will do business with a competitor following a poor service experience. And as research shows, this number has increased an overwhelming 59 percent over the past four years.

A personalized experience can be established through caller identification, interaction history and profile data that is collected and utilized with every interaction across the customer journey. Demographic information, customer preferences and geographical location also help to contribute towards a seamless and effortless experience.

Build Brand and Trust Built with Each and Every Interaction

At the end of the day, your organization represents your brand—and the goal is to establish loyalty and advocacy with your customer base. Like any relationship, this is built on trust, which grows through each interaction that takes place with your company. Right now, however, only 23 percent of customers claim that they have a relationship with a brand. That means 77 percent of consumers don’t.  An agent, whether automated or human, must act as a guide that leads a customer from the beginning of a journey to the end – this can include buying a new product or service, seeking support or changing account details. The objective should be to connect the end to end customer journey with multi-channel interactions driven by context and past history to help the customer quickly and easily accomplish their goal. The result will be improved customer satisfaction, loyalty and advocacy, as well as improved growth and a lower cost to serve.

A self-service experience that is highly personalized and effortless for each individual customer is an essential part the customer experience you deliver. Find out more with Intelligent Self-Service and Personalization – Rethink the Customer Experience  – a helpful guide for those looking to get started.

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