Improving customer service delivery should be a constant priority for customer-facing businesses and organisations.
Satisfied customers are likely to be more loyal, to spend more money and to act as brand ambassadors.
Digital technology has transformed customer service delivery across every sector and industry, and as a result customers now expect and often demand more.
These expectations will continue to evolve, so its no surprise that many businesses and organisations are auditing their own services and considering a change.
If you are considering transforming your service delivery here are some of the key factors to consider.
Why transform? Have good reasons
It is important to go into a transformational exercise like this fully informed and with a considered rationale.
The first question to ask is why you want to transform your customer service in the first place.
Are you unhappy with your current offering? Are your customers unhappy?
What is it that you or they are unhappy with? What needs to change and what do you want the transformation to achieve?
Often the main barriers to excellent customer service delivery are organisational, such as silo working and lack of an integrated model.
Thats why its essential to ensure you keep the customer and the customer journey in mind at all times during the process.
Also consider what your competitors are doing in this regard, in particular what they are doing better than you. Your aim should be to offer smarter and better solutions than your competitors, not necessarily the most expensive.
You should set measurable targets and goals at the outset of any transformation what will success look like and how long will it take?
How will you achieve transformation?
When you have a firm rationale its time to think how you will achieve your transformation.
The most important consideration from your customers point of view is that any transition to a new operational model is seamless, with no disruption or downtime.
From a business point of view it is essential to have buy-in from all departments and teams.
Weve previously written about considerations to make when delivering customer service inthe cloud, and the impactvideo servicesandthe internet of thingscan have on customer service delivery, but whatever solution you choose must be tailored to you and your organisation.
We have also written about how multi-channel CRM is vital for asmooth customer experience; customers expectcustomer service through a channel of their choice, but also to be able to use multiple different channels for the same query, with seamless transition between them.
Any system you put in place must be flexible and adaptable enough to meet the changing needs of your business and your customers in future.
It is also important to understand that no matter how diligent you are in the transformational process, things can go wrong.
Learning from this, taking on board any customer feedback and adapting accordingly is essential to ensuring the system is fit for purpose.
What will success look like?
The transformation phase will probably last much longer than you expect; new systems take time to bed in and to become familiar for staff and customers alike.
Depending on the scale of the exercise you might consider the transformation phase as being anything up to a year after the initial period of work.
Measuring success will depend on your initial goals and targets, which is why is it vital to set them at the outset.
Success in a business sense could include an increase in turnover or profitability, fewer technical glitches and lost calls, better use of resources and improved staff wellbeing and motivation.
Success for customers could include improved levels of retention, an increase in self-service or more positive feedback and engagement.
Oracle Service Cloud, for example, allows robust feedback on the customer experience, which allows your business to better understand your customers needs and to make ongoing improvements to your services.