Before the year ends, we should see if there is any wisdom we can retain as we forge forward. Since Customer Service, is just as good as any other topic and really has the “keys to the kingdom” when it comes to persevering in this market. Let’s explore what we have learned there. Since the lessons we have learned are reflected in the trends we generate, here are the...
Magnificent Seven from 2011
1) Out-Sourcing? Out.
As if you haven’t noticed, overseas help desks have been used in an attempt to cut costs. However, to no surprise, this has resulted in poorer quality of service, causing customers to look for alternative venues or leave. Ironically, this resulted in a cost increase because acquiring new customers is a costly proposition and “non support” employees fielding support calls rather than their designated duties is expensive. Now companies realize customer support is too important to be outsourced, and will increasingly be transferring this function back home.
2) Self-Service IVR Adoption Grows
Immediate gratification is the culture today, so self service is embraced because they can find what they are looking for without delay. This is why I try to wake you guys up on IVR (interactive Voice Response) It fields 20% or your call now, in its neglected form. With Forrester preaching that customer service calls range anywhere from $5 to $15 per while an IVR call is about a $1, with an average of 30,000 calls a month, why wouldn’t you invest to improve that interface? Remember, every “0-#” out could cost your company $15+. It is a win-win proposition for both entities. As internet penetration continues to grow, look for self-service adoption to grow as well.
3) Computer Telephony Interface (CTI) Grows
In the Forrester’s report “Customer Service Solutions, Q3 2010,” half of contact center costs are tied up in agents. CTI lowers the average call time by providing the agent with details about the customer gleaned from their telephone number and information in a database. Customers are happy because they avoid answering a list of trivial questions at the start of their call. The combination of lowering support costs while improving customer satisfaction means CTI penetration in support contact centers will grow in 2011.
4) Customer Support from All Channels
Marketing and Support both have changed their perspectives. Although still a challenge, one view of a customer across all communication channels is the goal. In Support, the conventional (Help Desk) and digital branches (forums, chat, smart phones, ipads, web, IVR) will eventually merge to embrace the economies to scale.
5) Customer Revolution
You really can’t ignore it; in fact, organizations should view social media as simply another channel of their overall customer service. Forums and social media now field poor customer experiences that can be communicated to the world in seconds. The customer increasingly controls the kind of service they would like to receive either by switching organizations, or communicating it through social channels. Look for the balance of power to continue in the customer’s favor
6) Customer Service is King
Over 80% of North America companies view the customer experience as an area of differentiation. Why? Simply put, it works. Look for this number to grow next year.
7) Customer-To-Customer Support
Like it or not, the customer community itself is often one of the best support channels an organization could have. Its power is due to the sheer numbers of support personnel (customers) it has. The larger the customer base, the larger the support base if given a vehicle to harvest solutions. It’s a win-win scenario for both business and the customer. Look for collaborative community customer support to increase in 2011.
So “Once more unto the breach, dear friends, once more;”
Sources:
How to Calculate the Cost of Customer Service to Drive Improvements by Kate Leggett with William Band, Andrew Magarie
“Customer Service Solutions, Q3 2010,”
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About Rick Ricker
An IT professional with over 20 years experience in Information Security, wireless broadband, network and Infrastructure design, development, and support.
For more information, contact Rick at (800) 333-8394 x 689
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