Posted On: November 23, 2020


Personalized Customer Service and the Omnichannel Approach

10 mins read


Over seven out of 10 consumers express frustration when their experience is impersonal. Personalized customer service makes for happier customers. And this makes for better business.

However, personalization based on certain factors can have a negative effect too. For instance, 92% of consumers are not likely to respond to marketing emails that address them by name. Moreover, 93% of people are unlikely to engage with birthday emails.

So, the question is, what are they looking for?

Customers are not bothered about personalization which is based on superficial factors such as their name or birth date. They want services and content that shows they have  been tailored for them.

Let’s take a look at what defines personalized customer service, benefits of personalization, how you can provide a more personalized customer service experience and the role omnichannel plays to deliver personalization.

What is Personalized Customer Service?

Conversations connect people they always have. To do that efficiently, your customer service agents must be empowered and equipped with information and skills to establish lasting connections with their customers. To do so they must also have adequate background information and context about every client, on any platform, in any market, and at any moment. They should understand with whom they’re servicing and how and they should have that knowledge at a moment’s notice.

Personalized customer service is the service provided by an agent that caters precisely to what your customer is looking for. This enables the consumer to gain a connection to your company and feel confident that you have a tailor-made solution that leaves them feeling satisfied after the interaction defines Artificial Intelligence magazine.

The Omnichannel Approach

In today’s hyper-connected world when consumers want to proactively participate in every buying decision, you should think like a customer and that is not enough,  you must also communicate like them too, and choose communication channels wisely.

People today connect asynchronously. Your company most likely offers a number of channels , digital as well as assisted through which a customers can interact with your business, such as

  • Company website
  • Social media platforms
  • Contact center
  • Third-party websites
  • Chatbots

After every interaction, you will get a new opportunity to collect information about the customer. You can learn more about:

  • Who they are
  • Where they’re from
  • What they’re struggling with
  • What they are looking for

They communicate with friends and family in this manner, perhaps even with co-workers and superiors as well, and expect the same sort of  contextualized, and convenient communication with businesses as well. And now when they have a channel of their choice, businesses must understand that said channel can change over time.

To put things further into perspective, the average consumer uses 10 separate channels to connect with companies. By giving customers an omnichannel approach, you increase the chances of reaching them, making it easier for them to reach you and you will be able to deliver personalized support.

Benefits of Providing Personalized Customer Service

Delivering top-notch customer service is no longer a differentiator but the utmost priority. Providing a great service in a personalized manner, via the combination of human interaction and automation, across different channels can bring success to your business in different  ways Some of the major benefits of providing personalized customer communication include:

  • Repeat customers and business
  • Enhanced customer loyalty
  • Increased customer satisfaction
  • More meaningful conversations that help you improve your strategy

How to Achieve Personalized Customer Experience

According to research from Dimension Data, 81% of organizations believe that customer service is a major competitive differentiator. By personalizing the customer experience, businesses can enhance the quality of customer service they are providing and experience the competitive advantage.

Achieving personalized customer service can be incorporated by three important steps:

1. Get to Know Your Customer Better

If your business utilizes a system that has access to all customer information in a single view during the interaction, customer service agents have the context they need to provide personalized experiences. This cohesion allows agents to deliver enhanced personalized service, and the ability to solve a customer’s problem in a timely manner.

2. Be Everywhere, Where Your Customers Are

When it comes to increasing customer satisfaction and solving issues together, companies should incorporate an omnichannel approach. When your customer service agents can meet customers wherever they want assistance and not lose context of the problem because customers switch channels, they will be able to solve issues quickly, efficiently and personally which results in higher customer satisfaction.

3. Use Technologies Like Artificial Intelligence & Augmented Reality to Your Advantage

In the digital age, it is very important to understand the value that comes with automation. Using technologies like AI, AR and MR along with resources like chatbots allows you to take care of the analytical and manual work simultaneously, giving agents more time and flexibility to handle complex issues. Not only does this free up human resources, but it also enables your customer service team to build stronger connections with customers which eventually create  strong customer loyalty.

 

How Knowledge Management Enables Omnichannel Customer Service

The multichannel approach has created information silos in front of customer service agents. Each channel is staffed with its own team and creates its own record of customer information that isn’t broadly shared among the rest of the organization. For example, if a customer had interacted with an agent earlier on chat and now via email, the chat team and email team would have no collaboration thus, no record of each other’s conversations or the solutions they offered, leading to bad customer service.

A solid knowledge management platform organizes all the organizational information in a step by step workflow, provides access to a centralized information repository in the form of articles and FAQs, and enables agents with the context to regarding each trouble ticket across channels. This way customers never have to repeat information they had in previous interactions, purchases as all the data is visible in a single view, on a single platform. As a result, businesses can deliver truly personalized, omnichannel customer service even if in the future constellation of channels continues to grow.

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