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Collaboration Can Increase the Effectiveness of Customer Service Software

TMCnews Featured Article


August 13, 2014

Collaboration Can Increase the Effectiveness of Customer Service Software

By Tracey E. Schelmetic, TMCnet Contributor


While many companies are finding success in marketing product and service offerings using analytics to draw conclusions from big data, when it comes to using this information for the purposes of customer service, it becomes a big trickier. Products and services are inanimate objects without emotions, and consumers are most definitely not.


Customer surveying through customer service software, for example, helps determine how the people a company depends on to survive really feel about a brand. This is a critical step, and when combined with data analytics, it can lead to better collaboration with customers, according to a recent article by Tatiana Ceresa writing for Business2Community.

“Customer insights are not always easy to collect because of their emotional nature,” writes Ceresa. “So, in order to gain such insight, we must collaborate with the consumer and deepen our relationships to find out their emotions and motivations.”

By determining what customers are thinking and feeling, a customer service center can provide the customers with what they want, speed up the transaction, increase the efficiency of their customer service software, build customer loyalty and determine what drives them to purchase. This, in turn, will provide excellent insight to marketing personnel to better able them to tailor campaigns that will generate more leads and more sales.

“Gaining valuable consumer insights will not only allow you to market to your customers in a much more effective way, but enable you to add VALUE to their lives,” writes Ceresa. “If you can become a valuable part of your clients lives, you will not only be able to acquire new customers, but retain the loyalty of the ones you already have.”

These efforts might take the form of focus groups, which can yield deep insight into what consumers think of a company’s overall brand. Focus groups can be conducted in person, which tends to be expensive, or through Internet forums, which is an affordable yet still effective option. Surveys are another great way to see what customers think about your product and services offerings and your brand, and these can be conducted relatively inexpensively, via e-mail, mobile app, the Web site or at the end of a customer service call.

The latter type of collaboration – speaking with the customer during a service call – can be one of the most effective, according to Ceresa.

“The best way to learn about a person’s feelings is to talk to them and ask questions,” she writes. “Reach out to clients and leads and just simply speaking to them and getting to know them can tell you a lot about your customer. I would select customers that fit your buyer personas, however the more, the merrier.”

With this personal contact to supplement analytics and big data, companies can not only better tailor their call center experience, but also the products and services being offered to customers. Done properly, it’s a process that benefits the company across nearly all departments. 




Edited by Alisen Downey







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