How Unified Communications Helps Provide Superior Customer Support
Businesses with outstanding customer service earn more from current customers and have greater success attracting more new customers, according to the American Express Global Customer Service Barometer. Yet, today consumers increasingly feel that companies pay less attention to providing quality customer care.
According to the survey, more than two-thirds of consumers say they’ll spend 14% more with companies that provide excellent customer service. On the flip side, eight out of 10 consumers say they’ll make sure to share stories of bad customer service with others.
These findings provide a powerful motivation to offer solid customer service. That said, it’s interesting to note that the companies that excel at taking care of their customers are in the minority. Just 5 percent of those surveyed said a business had exceeded their expectations – and that’s down from previous years.
What’s the answer? It turns out the solution is fairly simple: good communication. According to Amex, the key to providing excellent customer service is the ability to resolve an issue quickly. Consumers value knowledgeable representatives who can answer their questions satisfactorily and quickly. Customers don’t want to spend unnecessary time being transferred through a labyrinth of agents. Thirty-three percent said efficiency was the most important attribute of successful customer service.
That points to the importance of implementing a unified communications (UC) system as part of your customer service strategy. By enabling representatives to provide faster, more helpful responses, UC allows organizations to deliver customer service experiences that build loyalty and brand trust.
Faster Connections, Faster Resolutions
One big advantage of UC systems is their ability to optimize call routing. When a call comes in, the operator’s screen provides details about the caller and shows which agents are available to handle their request. Also, by viewing details about available reps – including skills, schedules and location – the operator can match the caller to the representative best able to handle the issue. Because of such detailed information and communication, customers experience high levels of service every time they call.
Instant Access to Customer Intelligence
When companies integrate their CRM and UC systems, they also substantially reduce interaction time. As soon as the representative picks up a call, a screen pops up with detailed information about the customer’s account, call history and why they’re calling. With this knowledge at their fingertips, agents can not only resolve the issue quickly, but also make the customer feel like a known and valued VIP.
Robust Reporting Features
In addition, UC systems automatically capture and integrate a wide range of data about call center performance, including how many calls were answered by each rep, how much time was spent on each call, and which customers reach out the most. This allows executives to analyze patterns and detect trends, then use them to strengthen and optimize customer-facing resources.
Never Miss a Customer Call
When customers land in voicemail, or are routed through several agents, or experience endless ringing, they’re quickly frustrated. By addressing such dynamics, UC call routing becomes a game changer. With features such as hunt groups, 24-hour call answering and the ability to assign backups, call center managers can ensure their phones are always answered and their customers reach a solution quickly.
By combining customer data with robust call center features, unified communications provides a richer, more personal caller experience. And remember, because exceptional service is rare, businesses that deliver great customer experiences set themselves far apart from the competition.