One of the trends in customer service has become personal communication with customers. It’s more than just calling by name. The company knows where the customer came from, what they ordered before, what questions they contacted tech support about, and can make personalized recommendations based on the data. What approaches can be used and how to properly organize this process?
Customer benefits are a step to the next contact
In the era of strong competition, customer acquisition is one of the priority tasks of marketing. The company that will be successful in this matter will be able to not only collect information about the preferences or actions of regular customers, but also promptly analyze it to make decisions based on data. This approach allows you to correctly form further recommendations and proposals in accordance with the client’s values and needs.
It will be possible to implement fast interaction with the customer if the software product used by the company has the ability to connect information about the customer received from various sources into a single card, and also process the received data to obtain visualized reports and graphs. The customer card is an object in the information system, which collects all information related to the customer (contacts, his past purchases, calls to the support service, etc.). The advantage of such a card is that it works on the principle of “one window” and allows easy identification of the client. Then, upon receiving a call or a message from him, the support service employee will be able to immediately receive complete information about the person with whom he is talking and his relationship with the company.
Important parameters for creating a customer card
As a rule, personal data necessary for quick identification of the client are entered into the card. In this case, the operator working with it immediately sees all the necessary information:
- customer name;
- the communication channel through which it came;
- previous purchases and transactions;
- the client’s previous appeals and their current status, during the contact it is especially important to pay attention to recent appeals, the work on which has not been completed;
- interesting goods and services, the purchase of which was not completed, and other information depending on the activity of the company.
Written and correct filling out of the card allows the operator, who receives another call from this client, to quickly find his way around and help him solve the problem that has arisen. This is an important factor of interaction, as the customer immediately understands that the company representative knows who and why he contacted him, and will not spend extra time explaining. In addition, based on information about preferences, the operator can additionally offer the client a current service or product. For example, a year ago he purchased a subscription to some kind service or used a certain service, but in the elapsed time, a more relevant offer appeared in the company. The operator understands that it can be interesting and gives a personalized recommendation.
Interaction with the customer through data about him gives the company an important advantage – the speed of the received information and its relevance. Based on this, it becomes clear that the faster the IT product will work and process the received data, and the more opportunities for generating reports based on the data, the better service the client will receive. Accordingly, personalized communication based on the information collected about the client increases his loyalty to the company.
Rules for selecting a software product for providing a personalized service
To effectively interact with customers and improve significant customer service metrics, it is necessary to have quality software. Let’s look at four key factors that influence the rapid interaction with consumers of products and services, as well as the growth of important customer service metrics such as customer satisfaction score (CSAT), customer loyalty score (NPS), customer lifetime value (CLV) and repeat rate. of purchases (RPR).
- The ability to create links between directories in the software product and integrate with other services. It allows you to quickly and without limitations create unique customer cards with complete information about them.
- The ability to receive all requests from the client in a single window of the system linked to his card ensures omnichannel interaction with the brand. It does not matter to the client who exactly answers and in which communication channel, the main thing is that his task was quickly and qualitatively closed. There he gets the experience of communication with the brand. Omnichannel makes this experience equally convenient for both the customer and the operator.
- The use of accumulated data about the client and his feedback allows to provide a personalized service, which increases his satisfaction and loyalty. Also, by knowing all the information, the company can cross-sell more easily, which increases the lifetime value of the customer and the ratio of repeat purchases.
- The possibility of proactive service allows you to remind the client about himself, build business processes in such a way that notifications and recommendations are relevant for him. For example, to warn about the imminent end of support or warranty for a product or service, and to offer new products based on his previous questions.
To obtain and maintain customer loyalty, it is necessary to have a properly organized service interaction. When the customer realizes that the company is always ready to help him and offer exactly what he needs and is interested in, and not just automatically impose goods and services, his connection with the company becomes closer. As a result, the customer is ready to continue communication and recommend the company to others. Therefore, it can be concluded that personalized recommendations based on the interests and needs of the customer work effectively.