Transform the contact centre: Forrester's playbook for customer service excellence
How you can improve the delivery of your organisation's customer service
Published 12:00, 02 July 12
- Good customer service experiences boost repurchase probability and long-term loyalty. Customer loyalty has economic benefits as measured by willingness to repurchase, brand loyalty, and likelihood of recommendations. The revenue impact from a 10-percentage-point improvement in a company’s customer experience score can translate into more than $1 billion.
- Poor customer service experiences lead to increased service costs. 75 percent of consumers move to another channel when online customer service fails, and Forrester estimates that unnecessary service costs to online retailers due to channel escalation are $22 million on average.
- Poor customer service experiences risk customer defection and revenue losses. Forrester survey data shows that approximately 30 percent of a company’s customers (or more) have poor experiences. And even if a fraction of these defect, this represents a loss in annual revenue.
- Use a consolidated customer service tool set. Transactional data and customer history are often neither consistent nor consistently available across communication channels. Eighty percent of companies have non-integrated communication channels — phone, email, chat, and web self-service — leading to inconsistent service and poor customer satisfaction scores.
- Follow consistent processes. Customer service agents use many disconnected apps when resolving a single customer issue. Agents don’t follow consistent discovery processes, which negatively affects their consistency and productivity, increases agent training times, and leads to a higher level of agent turnover due to frustration with the tool set.
- Comply with policy. Few real-time processes in customer service organisations audit agent actions against ever-changing regulatory compliance requirements, which leads to higher service costs due to incurred penalties.
- Provide cross-channel customer service in the way that customers want to receive it. In the past 12 months, 68 percent of customers used the phone, 60 percent used help or frequently asked questions (FAQs), 54 percent used email, 37 percent used chat, 20 percent used SMS, and 19 percent used Twitter. Customer service agents supporting these media types need access to the same information in order to ensure consistent service.