Want Powerful Results? Personalize E-Commerce Support

Today’s online retail environments deliver a shopping experience the likes of which few could predict at the conception of the Web years ago.

Streamlined, polished user interfaces, intuitive browsing and inventory search processes as well as quick and easy checkout systems allow shoppers to journey through a powerful brand experience from the comfort of their homes or on the go with a mobile device.

Despite these advancements in the quality of online shopping platforms, customers still expect more from e-commerce. Specifically, they want cross-channel shopping and personalized experiences in every brand interaction, including new forms of live help technology that bring the human element to online support. Clearly, the bar has been raised for online retailers, and decision-makers must step up to meet these demands if they want to stay relevant.

Related article: The High Cost of Customer Inconvenience: Gradual (Then Sudden) Failure

What the people want

While many shoppers still make their online purchases at home on desktop computers, merchants must take into account the wide array of personal devices that today’s consumers are using to research and buy merchandise.

According to MarketingLand, facilitating a seamless, personalized experience between these platforms is crucial to success in the online retail market.

This goes for the standard aspects of browsing and purchasing items, as well as offering customer service technology for support needs down the line. Merchants must set themselves apart by delivering consistency across interactions and tracking the histories of individual shoppers to efficiently answer questions and address concerns if they arise.

So, how are customers doing their online shopping today?

In a recent survey of 1,004 U.S. adults, MyBuys revealed that every respondent owned a smartphone, while 61 reported to have a tablet in addition. Although 83 percent of survey participants reportedly saw value in personalization across these devices, only 23 believed that online retailers were doing a good job in this respect.

Merchants must take note that improving their cross-channel personalization efforts can have an impact on their bottom lines, with 52 percent of customers revealing that they bought more when they their shopping experiences were tailored to their preferences, regardless of the platform or channel they used.

Pushing for personalization

Business leaders may acknowledge the importance of cross-channel personalization, but often lack the resources and expertise to capture the momentum of this trend and apply it to their own online retail efforts.

According to IT Web, creating a customized shopping experience that spans across channels begins with having the data necessary to discover how customers best respond to marketing, sales and e-commerce support initiatives. To this end, merchants must embrace analytics tools that make accessing these insights a regular part of their business strategy. MyBuys spoke with Gerald Naidoo, CEO of Logikal Consulting, about the importance of big data in locking down effective approaches to the each component of online retail.

“Today’s consumers are a lot more discerning, and spend some time investigating before they buy,” explained Naidoo in the article. “They look to social media for advice; they want to be treated well and appreciated. Big data lets you better profile your customers, allowing you to engage with them in a far more personal manner. If customers feel hard done by, they will leave you for your competitors in a heartbeat. An example of this would be an airline knowing which customers are frequent fliers, where they travel to, and be able to target them with special offers that seem tailor-made for that customer.”

Merchants in every sector of e-commerce will need to keep a close eye on consumer expectations in order to adjust their strategies accordingly and continue delivering satisfactory online shopping experiences.
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This article originally appeared on the LiveLOOK blog, and is reprinted with permission.

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Don’t Underestimate Smart and Secure Remote Access

Like many people, I’ve spent a lot of time watching great NCAA March Madness games in the last two weeks. During the commercials, I’ve been thinking about the challenges faced by athletes aspiring to get to the Final Four—and realizing that many careers bring similar tremendous pressure. In my communications industry, I think of IT professionals trying to solve technology issues, bridging legacy and new solutions, always on tight deadlines and tight budgets. These teams need things to go right—and when there’s an error—they need smooth, secure, fast fixes from their vendors.

Underestimating the skills of the remaining NCAA players might be a mistake—don’t blame their current success on luck or a fluke. That’s basketball, but I’ve seen IT departments underestimate the problem-solving power of remote connectivity in a similar way. Remote Access is often dismissed as being too risky for network security.

In his blog “Achieving Secure, Mission-Critical Technical Support is a Two-Way Street” Mike Runda, President of Avaya Client Services, refutes the misconceptions IT can have about remote access. Mike discusses the three key attributes that IT managers should demand of a remote access solution. Before you choose your communications solution, make sure that the provider’s connectivity into your enterprise is smart, secure, and gives you full control.

Secure remote access connectivity is the foundational component for resolving complex network issues. Mike tells the real-life story of an Avaya customer having a network issue, and blocking remote access for Avaya support technicians. The techs needed access to diagnose and resolve the problem. The customer was steadfast in its cybersecurity. The situation became a full-court press (i.e., escalations) by both teams. Once both teams got together and discussed the power and security of Avaya’s remote connectivity, the issue was quickly fixed. Read the whole story in Mike’s blog.

For now, we know the teams heading to the Final Four are doing all they can to bring their A Games to Phoenix. Likewise, when the pressure’s on in IT, Avaya customers can work with us via remote connectivity—with confidence that the pros at Avaya will protect security and bring proven results.

Get out of the Queue: Drive Your CX with Attribute Matching

At this point, nearly every company is working overtime to realign around two simple words: customer experience (CX). So much so that nearly 90% of companies now compete solely on CX—a drastic increase from 36 % in 2010—and 50 % of consumer product investments are expected to be redirected to CX innovations—like attribute matching—by the end of this year.

But what exactly does the CX consist of, especially in today’s new world of digital business innovation? This next-generation CX is supported by several advanced technologies—big data analytics, omnichannel, automation—however, these investments are all aimed at driving one thing: contextualization.

The rise of contextualized service—the ability for companies to not only gain insightful information about their customers but also deliver information in a way that is relevant and meaningful to customers based on individual circumstances to improve their experience—has evolved the CX to a point where it looks virtually nothing like it did as recently as 10 years ago. Whereas consumers once primarily focused on the act of purchasing, driven by such things as product quality and price, they now focus on the richness of brand relationships, driven by the personal value that companies deliver throughout the customer journey. Just consider that 70% of buying experiences are now based on how customers feel they are being treated. This is the key factor that sets apart market leaders like Amazon, Trader Joe’s, and Apple from the competition.

According to Accenture, there is an estimated $6 trillion in global revenue up for grabs due to dissatisfied customers constantly switching providers. The ability for companies to offer contextualized service is vital for operating at the speed of the consumer and capturing more of this market share. There’s just one thing preventing companies from seizing this limitless potential: the traditional call queue.

Every customer is familiar with the call queue. This is the place where statements like, “Your call is important to us. Please continue to hold,” and “Let me transfer you to a specialized team who can help you with that” perpetually live. It’s where exhaustive efforts to route customers to the correct service rep become lost, or where consumers must repeat the same information to multiple agents across different teams. It’s the greatest barrier preventing companies from being more dynamically connected to their consumers, and one of the greatest reasons why customers reduce their commitment to a brand.

Driving Contextualization with Attribute Matching

In a world where customers demand a profound level of connection and transparency, organizations can no longer support a contact center environment in which calls are distributed among agents who are organized by function (i.e., sales, service, support). In today’s smart, digital world, companies must transform the traditional call center into an integrated, digital communications hub. This means moving away from a siloed, metric-driven queue and instead working to put customers in touch with the best organizational resource depending on their exact need or circumstance as immediately as possible. The most effective way to achieve this is to migrate from archaic infrastructure towards an integrated, agile, next-generation platform built on open communications architecture.

Open communications architecture allows organizations to seamlessly collect, track and share contextual data across various teams, processes, and customer touch points. This integrated environment supports a real-time data repository from which businesses can pull from to route customers based on needs beyond traditional characteristics (like language preference). Rather, the technology allows companies to build customized learning algorithms that drive anticipatory engagement, enabling them to match customers based on next-level variables like personality, emotion and relatability.

Imagine, for example, a hotel routing a customer directly to an IT staffer after seeing that the person tweeted about a poor in-room Wi-Fi connection. Imagine a bank being able to route a customer to a money management expert after seeing that the last five questions asked via live chat were about account spending. Imagine an athletic apparel company matching a customer with an agent who is an avid runner after noticing that the individual recently signed up for a 5K.

The future of the CX means creating and continually building a contextualized view of customers throughout their entire brand journey. It means going beyond customer service to establish unparalleled, organization-wide relationships. It means transforming peoples’ lives, verses simply answering questions. This is what companies must work to align themselves with. The good news is that technology has evolved to a point where they can now easily, effectively and cost-efficiently do so.

Interested in learning more or getting beyond the queue to Redefine Your Customer and Employee Experiences? Contact us. We’d love to hear from you.

Three Attributes that Lead to Great Customer Satisfaction

We all know that customer satisfaction dictates success in business. You’ve heard it all before: CSAT scores help determine likelihood of future purchases, customer turnover, branding, and differentiation from your competition. What are you doing now to raise your company’s CSAT scores? What are the biggest pain points you’re trying to solve?

Three CSAT Attributes

Personally, I am happy with a company if our interactions have these three qualities:

  1. It’s easy. I want it to be easy to find the answer to my questions on the website. Why should I buy X vs Y? Which one fits my needs? If I can’t find the answers on my own, I want to talk to a human quickly. I get very impatient when I have to search for how to contact a company.
  2. There’s a multi-touch experience with subject matter experts. When I do reach a human—whether it’s through chat, phone or video—I want that person to be an expert and answer my questions, without having to ask one of their peers. They should know what products I am looking at before we start interacting.
  3. There’s a proactive element in the service. I love it when an agent takes initiative and suggests a solution that I hadn’t thought of. “I know you’re looking at X and Y, but based on the needs you just described to me, I think you should consider solution Z.”

Given all of the budget pressure and changing customer needs, a company needs laser focus on improving customer satisfaction. It takes strategy and execution to transform people, processes and technology. And it takes patience!

Avaya’s Customer Service Success

Northface ScoreBoard Award
At Avaya we have been transforming customer service over the last several years. Our CSAT scores have been rising each year. In 2016, once again our customers gave us an all-time high score with 95% rating in the excellent, very good, and good categories. Customers said we improved support services performance by 8% since 2015 in Web Effectiveness, Web Quality of Documentation on support.avaya.com, and in Web Search Function. For the fourth consecutive year, we’ve been awarded the NorthFace ScoreBoard AwardSM in recognition of achieving excellence in customer service and support.

 

The detailed and transparent opinions our customers give us through direct conversations and surveys drive our strategy. We are focused on providing proactive support. We use data gathered from client satisfaction surveys, service requests, and historical customer design issues to identify potential risks and resolve the issues before customers even know about them. We’ve launched an updated Avaya Healthcheck tool to provide a simple, fast, and easy way to help keep Avaya solutions running at peak performance.

Avaya’s Continuous Improvement Approach

Today, our customers don’t have to repeat any information as they move from a web interaction to a live agent. We assign service requests based on attribute matching. In the future, we’ll know if a customer has been to a particular product hub site, if they’ve viewed Knowledge Base documents, or if they’ve gone to pages to manage their service entitlement. The live agent will see these actions in their workspace as part of the customer journey—a true multi-touch experience.

And that’s not all. We know data breaches are top of mind for all organizations. When we connect to your company via our Secure Access Link to deliver mission-critical support, not only do we resolve your issues 42% faster but you will have the control you need to make sure your company is protected.

Responding to customer feedback is critical to competitive differentiation. We keep striving to give our customers the best and we are thrilled when we receive feedback like this: “The skill set demonstrated by the Avaya Support engineer in resolving the issue was timely and precise, rare commodities in most industries.”

But our work is never done. We’ll keep surveying our customers to see where we need to make things easier, improve performance, and be more proactive throughout our customers’ journey with us. Our services and solutions are about helping other businesses do the same.