Digital Transformation for Service: The changes brought about by digital transformation generate new requirements for customer service. As a result, successful models emerge that your company needs to adapt to remain competitive and achieve good results.
Personalize And Humanize Service
With the formation of customer networks, every service matters, as people communicate constantly. Thus, it is necessary to have channels that provide adequate treatment for each demand and promote respect for service users.
A curious fact is that this goal has become achievable with technology instead of increasing the number of employees. Attendance robots are fundamental to triage and resolve basic and punctual issues, directing only the most critical exceptions or cases to humans.
In addition, with Artificial Intelligence, we have expanded the ability of bots to solve problems with promptness and speed. Therefore, the service becomes competent and humanized because it meets the needs and desires of consumers, solving each demand in the most appropriate way and in a more welcoming language.
Have Integrated Service Channels
Omnichannel is another reality. Consumers seek the company in different ways and, increasingly, through social networks. In all cases, there is the expectation of being served in the vehicle itself instead of being redirected to another service channel.
In fact, within the concept of customer networks, failures in the communication process — such as barriers or unnecessary bureaucracy — can have serious consequences, such as a bad reputation.
Strengthen Brand Influence
Service channels are also about beating direct and indirect competitors. Before the process was conducted, more or less, in three steps: consumers knew our brand, preferred our products, and made the purchase decision. After that, we have to make them loyal and ultimately advocate for the company.
Consequently, digital transformation makes service a crucial part of business strategy. An adequate service represents a competitive advantage in the power of influence over the consumer. At the same time, inadequate communication puts a new detractor influencing other potential contractors in the networks of connected people.
Collect And Use Data Effectively
Customer service has become a continuous data source to improve the company’s connection with its consumers. Not to mention that many feedbacks about products and services arise from praise, complaints and problems shared in different channels.
Generate Financial Results
Finally, implementing new technologies in customer service usually generates direct financial results, not just the gains from improving the relationship with the consumer. In many cases, the most immediate benefit is reducing costs by minimizing the need for human PAs and automating processes. That means more people working on strategic business issues.
However, the direct financial advantage may be related to revenues. One example is collection robots, which can do a much higher volume of asset recovery for companies by contacting debtors and closing deals.
In addition, virtual agents can close sales 24 hours a day, seven days a week, without representing the recurring costs of a team.
What’s Changing With The New Wave
Realize that the moment of digital transformation is another. We no longer seek to digitize processes focusing on technology implementation, as in the first wave. We reflect on the strategy, changing our business model, and how we relate to our customers.
This second wave makes companies have to adapt at the risk of losing market share. Mainly because, with accessible technology, our direct and indirect competitors also have the conditions to migrate to more efficient approaches to the customer. This impacts competition, product and business value, innovation capacity, and data handling.
Customer service, as seen, is on the front line. What we do in this area determines whether customers will be detractors or promoters of the company in the networks of connected consumers. In addition, it affects the power of influence of the brand on people, a fundamental aspect of dealing even with indirect competition.
Preparing the company for the new generations of consumers is also necessary. For those born in the Digital Age, agility, immediacy, social responsibility, and experiences are decisive points, unlike previous generations that focused more on material goods and financial benefits.
