Connecting the Dots with Customer Experiences

To meet the corporation’s needs and, in turn, the needs of our customers, we diverted from connecting to the phones and placed more emphasis on online support channels. Even with the addition of chat, mobile app and social media to the existing phone and email support, we have recognized the need to enhance our technology curve of customer support.

SalesForce’s 2016 “State of the Connected Customer” report highlights the importance of this initiative. Seventy percent of the customers surveyed, said that an understanding of their needs influences loyalty, and 69 percent of customers said the same of personalized customer care.

Recognizing this, our strategic focus moving forward is rooted in reviewing current systems and approaches to identify gaps and areas of opportunity. Enhancing technology solutions such as Interactive Voice Response systems, desktop tools and systems integration is a top priority. So, too, is addressing gaps in hiring, training and coaching practices to ensure well-adjusted and highly effective staff.

We also recognize the need to identify interruptions and challenges posed to our day-to-day business model in order to identify efficient solutions. For example, in the year ahead, the customer support team will go through our extensive library of 1,000 documented procedures and apply the “lean process improvement” methodology. This technique involves analyzing of each process, identifying the waste, reducing the waste and, cutting down the overall number of processes.

Further, on the horizon, we will support evolving technology with the integration of SMS support and the incorporation of Artificial Intelligence into our support model, to keep pace with customers and their demand for connection.

Ultimately, technology is a friend, not a foe. Key to success is incorporating agile methodologies into technology practices, all the while providing an exceptional customer experience that is also an emotional experience.