Service deliveryDigital Customer ServiceOrganisations need to be simpler, better and faster with customer service in 2018

Organisations need to be simpler, better and faster with customer service in 2018

Successful customer engagement is all about using technology to transform communication methods, survey finds

New research from CCA, the professional body for customer service, states that organisations need to be simpler, better and faster with customer service in 2018.

The research, conducted in partnership with cloud communications platform Twilio, surveyed 80+ senior customer service executives found that businesses were challenged in four main areas, namely:

  • Equipping colleagues to deal with more complex enquiries from customers;
  • Understanding how technology can better support employee and customer needs;
  • Meeting growing demands from customers for simpler and more effective service; and
  • Maximising service agility and flexibility through digital channels.

Today’s saturated smartphone culture and widespread access to the internet has driven significant changes in the customer service landscape. These rapid transformations present real opportunities for organisations to engage and build relationships with consumers in innovative and diverse ways. Conversely, they also present significant challenges as users become more demanding, and expect that services are ‘always on’ as well as delivering a customised experience.

CCA’s CEO Anne Marie Forsyth commented: “Maintaining a culture of constant availability at the same time as an excellent customer experience presents significant tensions for today’s organisations. Established and effective connections across the whole enterprise need to be in place so that customers have superior experiences that suit them versus the organisation. The challenge for today’s organisation is knowing how to prioritise these challenges, balanced with investment in the most appropriate solutions.

“This research highlights the top issues organisations need to consider when looking to improve the service and experience they offer to customers. Simpler, better and faster is what customers are demanding and these demands will continue to grow as our 24/7 digital world becomes more ubiquitous.”

Simon West, director of EMEA Alliances at Twilio said: “Outstanding customer experience is the top priority for everyone in 2018. Customers want to communicate with organisations on their preferred channels, and expect customer service professionals to be informed, equipped, and enabled to solve their issues.

“Successful customer engagement is all about using technology to transform the ways your organisation communicates in order to keep pace with the rapid evolution of consumer expectations.”

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