Chris Potts, Marketing Director at ANT Telecom, outlines how telephony can help reduce waste and improve the customer experience.
It’s a common cliché: the customer is King. But, with improving ‘the customer experience’ and reducing ‘Customer Friction’ common global business priorities, the fight to secure customer loyalty remains a battle royal. Customer Friction is an intriguing concept. It’s a buzz-phrase with typically corporate grandeur and complexity, but one that’s seemingly resolved by common-sense solutions. Yet few companies recognise the most obvious solution of all. The telephone.
Customer Friction is the wasted time spent on hold or in a queue. It is the constant duplication of scripted ‘personal identifier’ questions, being transferred from one department to another, or awaiting the email response that never comes.
It’s the automated email that places you back in another 48-hour queue, or the perennial inability to communicate with a human rather than a machine. Friction is poor customer service. It squeezes the life out of the customer experience and it can have an irrevocable impact on customer loyalty and brand profitability.
And the stats back it up. More than half (53%) of UK businesses believe that customer service has become more important in the last year1, but just 25% of consumers think that it has improved in the past three years2. 90% of UK consumers walk away from a purchase if they get bad customer service3, whilst 89% of customers stop doing business with companies if their post-sales customer experience is poor4. Given that it’s far more expensive to gain a new customer than to keep an existing one, the price of bad customer service is high. If the customer really is to be King, businesses’ customer engagement strategies need to improve royally. And the good, old-fashioned telephone may just be the answer.
Hold the phone
In the wake of the rapid surge towards electronic and digital media, there is a risk that telephony becomes one of business’s most under-valued communication tools. Yet it provides a simple and cost-effective solution to many of the root causes of Customer Friction. Despite this, a company’s decision to change telephone systems is too often based on secondary drivers, and leads to replacement systems that fail to respond to key organisational needs.
Commonly, businesses only seek to buy new telephone systems when the maintenance contract on their existing service has expired, or when line capacity needs increasing due to company expansion. In many cases, companies opt for like-for-like replacements and fail to give due consideration to the communication needs of their organisation. In the process, telephony is often considered a commodity purchase and is therefore a product-focused, rather than a solutions-based, decision. Bells and whistles, enhanced functionality and leading-edge features may impress the IT contingency responsible for the purchase, but if the utility is not aligned with identified business needs or help address customer and colleague challenges, it just becomes another example of corporate waste.
But companies should not consider replacement telephony as an end-of-life purchasing decision. Having a telephone system that is fit for purpose is a constant requirement in a modern era where customers expect high-quality customer service, real-time communication and immediate response. Email was originally introduced to bring speed and efficiency to business correspondence, but companies are increasingly forcing customers to communicate electronically. Some organisations now choose not to publish telephone numbers on their corporate websites, while many personal email sign-offs fail to include full contact details. As a result, the immediacy of the online channel is being undermined. The true speed of customer service is often massively at odds with the instant automated reply. This is having a damaging effect on the customer experience. So despite the undoubted advantages of digital and social media, there is nothing more immediate than traditional human-to-human interaction over the telephone. Evidence repeatedly shows that, at a global level, customers with a complex customer service enquiry prefer to speak to a real person than to use the web or email5. In fact, data shows that 85% of people who make a complaint online never receive a response6.
But the advantages of telephony go way beyond the dying art of human engagement. Modern telephone systems can provide companies with significant efficiency and productivity gains. Integrated systems can link with in-house CRM solutions to provide immediate caller recognition, sparing both customers and customer service representatives the need to go through time-consuming personal identifier scripts. Moreover, this intuitive technology can help ensure calls are routed to the most appropriate department, based on real-time customer information. This minimizes the time spent on hold and reduces the need for customers to be routinely transferred from department to department – and forced to re-start their enquiry from scratch.
The most effective telephony systems will provide robust call metrics, helping companies measure call activity and resource departments according to identifiable trends and likely customer demand. These analytics can provide crucial operational intelligence, whether managing a small 5-person team or a large call centre. And further, in an era where remote and mobile working is growing rapidly, integrated systems can provide seamless connectivity with remote workers – ensuring staff can easily access colleagues irrespective of their location.
This enables mobile employees to be contacted by customers directly via their standard landline number, or be accessible to help answer colleague queries in real-time rather than play the waiting game of email. If necessary, remote workers can even be conferenced into live conversations with customers to give a call an added dimension or accelerate decision-making.
And beyond this, telephony can play a vital role in providing business continuity when unexpected technical failures or adverse weather conditions threaten to lock down offices and damage organisational productivity. Building resilience into a telephony system and integrating it into the data network can help companies maintain business as usual and prevent avoidable damage to the customer experience. After all, a missed call could be a missed opportunity. The implications are expensive, but despite common misconceptions about the cost of telephony, the solutions don’t have to be.
An engaged tone
The customer friction that scars the business landscape is actually an opportunity to win competitive advantage. By leveraging telephony capabilities to design systems that reflect real-world operational needs, companies can overcome common customer pain points and drive renewed brand loyalty through improving the customer experience. The question is: how?
Companies with the best reputations for delivering optimal customer experience will undoubtedly have strong telephony at the heart of their operations. But their solutions will not have happened by accident. The smartest companies will design their telephony system around the identifiable needs of stakeholders across their organisation.
Designing an effective customer contact strategy depends upon a thorough appraisal of how an organisation works, and how that reflects in the customer experience. Therefore, before implementing a new telephone system, companies should consider a variety of factors.
How do your customers expect to be treated? What’s their perception of your service? Who are your customers? How do they contact you? Who answers the calls and how do they respond? How do you identify and manage your key customers? Can you personalise your approach? In which areas do you get most calls, and how do you resource that?
The answers to these key questions will cascade down to create a further set of more granular considerations – all of which can inform the telephony solution that best suits your organisation. The whole process requires comprehensive and intelligent employee engagement, as well as an holistic practical and technical understanding of the common pain points that can damage customer communications. This is best achieved by taking a solutions-focused, rather than product-based, approach to telephony – and partnering with telecommunications experts that can provide consultancy and capability to develop telephony systems that match customer needs.
Call to action
To succeed, and to deliver a consistent customer experience that eliminates customer friction and encourages brand loyalty, companies should take a more proactive, strategic approach to telephony.
With communication a key determining factor in the customer experience, it’s clear that companies must maximise all available routes to the customer.
The telephone will continue to play a dominant role in customer engagement as part of wider multi-channel communications strategy. In a competitive environment where consumers are abandoning brands that fail to offer personalised and immediate customer service, telephony can significantly enhance the customer experience.
And what’s more, it can help pulp friction.