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This is Part 2 of our post on transitioning to a fully-digital contact center. Read Part 1 here.

  1. Create an e-care contact strategy map. Develop a detailed map that illustrates which customer requests can be addressed at which touchpoints to see where digital functionality should be developed. It’s critical to keep in mind that not every touchpoint is best served by e-care. Certain kinds of service requests are prime opportunities for cross-selling or upselling, and blindly assuming that these can be optimally serviced by digital can pose significant and potentially costly dangers. Careful consideration must be given to the degree of digitization that makes sense: e-care can be fully self-serve or involve a mix of live customer-service agents; not all options need to be available on every digital platform.

     

  2. Build a dashboard to track your metrics. Management thinker Peter Drucker is famous for his adage, “You can’t manage what you can’t measure” and this is especially true in the transition from traditional customer care channels to fully optimized e-care. Unless you can measure customers’ experience by channel and the movement between channels you won’t be able to ensure quality control, make adaptive changes, or implement ongoing improvements.Tracking cross-channel activity can help management zero in on different kinds of service requests and how well or how poorly particular channels serve to resolve them. For example, one contact center found that 37% of customers who initiated a product return via online channels subsequently contacted the call center within a day, thereby increasing expense to the business and complicating service resolution.

     

  3. Deploy a mix of “pull” and “push” strategies to make digital service solutions more enticing. To expedite the use of e-care services, customers must be “pulled” online with the belief that it will be easier and more convenient to receive assistance, purchase a product, or accomplish other tasks. For instance, one company educated customers at the point of sale when they bought a new product and publicized its digital services through call-center recordings and agents. Another company constantly communicated the convenience of digital touchpoints through “send to a friend” social campaigns that derived credibility from satisfied digital-care users. To complement pull efforts, companies can “push” customers to approach them through in new ways. A push migration plan works by narrowing the channels for traditional customer care, “funneling” customers through strictly digital platforms.

At KOVA, we can help you and your organization deliver superior customer experience while improving your bottom line through the latest in digital service solutions, from Customer Experience Survey Software to Workforce Optimization software and more.

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