Leverage the Cloud for Superior Customer Service
Press “0” to never speak with a clueless operator again….
Along with enduring root canals and eliminating malware, dealing with customer service call centers probably ranks near the top of the “most painful experiences in life” list for many people.
Causes for the discomfort include: complex telephone trees that require a preposterous number of key presses to get anywhere; interminable hold times; agents who lack all but the most child-like expertise; and, most maddening: when a customer finally connects with someone who might actually help — they are frequently disconnected.
There has to be a better way. And, there is… in the cloud.
Cloud-based services and applications are making headway into reducing this customer service mess, allowing small business owners to affordably improve the customer experience with cool features that people love, including social media and mobile device interfaces.
The importance of customer service management (CSM)
According to a ClickFox survey:
- More than 50 percent of disgruntled customers will spread negative information to others in their social circles.
- More than one-third of unhappy customers will completely stop doing business with a company that has wronged them.
- Even worse, 60 percent of those people exposed to these negative comments in social media are influenced by them, meaning most people will avoid you if their friends say you stink.
Not only does this represent lost revenue from these particular customers, but it can wreak havoc on SMB marketing efforts (and budgets) that now have to overcome not just their competitors’ advertising messages but also the negative perceptions and bad word-of-mouth caused by these unpleasant customer service experiences.
Placing your customer service in the cloud better meets the expectations of customers who are increasingly connected to the web via mobile devices and, therefore, expect instant answers. Rather than deal with a call center, many even prefer self-service answers for their support issues, searching online to bypass traditional help desks altogether.
Businesses can enable this migration of customer service functions with an ever-increasing list of services, including Zendesk, Service Cloud, Desk.com, Parature, and Zoho. Most provide not only traditional phone, email and chat functions, but also integrate with social networks such as Twitter and Facebook to offer robust self-service options.
Mobile-specific CSM apps include Gripe, available for both iPhone and Android, which enables consumers to vote positively for a company with a “cheer” or complain with a “gripe,” both of which get posted to their Twitter and Facebook accounts while also messaging the company’s customer service department for quick resolution.
According to a Frost & Sullivan report, one 500-seat cloud-based implementation provides up to twice the cost savings of a 100-seat dedicated center over a five-year period. Imagine the impact on your business and customer retention to have five times the customer service agents at half the cost!
There are other advantages of cloud CSM, such as:
- Eliminating server equipment and maintenance costs
- Improving agent productivity and first contact resolution rates (Solutions are moved from spreadsheets and other arcane local systems to easily searchable online databases.)
- Achieving scalability by adjusting agent numbers as required (Some solutions offer instant additional part-time agent rentals for as little as $1 per hour.)
- Reducing call volume, thanks to social media and self-service elements
While the benefits of the cloud are clear, there is one caveat: The increase in unprotected mobile endpoints increasingly used to access these remote systems leaves local signature-based antivirus protection schemes inadequate to safeguard against the torrent of malware. Fortunately, real-time cloud-based antivirus protection safeguards users without the need to download and update massive signature files.
For easy scalability, lower costs and a better customer experience, small businesses should look to the cloud for their CSM solutions.
By Willie Pena