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Customer care 4.0

Managing a customer care service is not as easy as we may think and a customer care manager can sometimes find herself full of doubts and questions to which she cannot give a timely answer. In this article we will analyze some of them to see how to face this important challenge in the "4.0"…

Thanks to the incentives that the EU made available to those companies that adopt innovative digital tools for their production processes, there are lots of talks about industry 4.0 What is less talked about is the possibility for companies to adopt a modern IT solution for their customer service management.

TYPICAL QUESTIONS OF A CUSTOMER CARE MANAGER

Here are some common questions asked by those who manage a customer-oriented service. We will try to examine briefly the negative situations that generate them.

Is it possible to contain customer requests?

Customers access the service by calling employees directly on the phone or by bombarding them with emails.
Customers request services or advice on various topics, which are often not within the company’s area of competence

Is it possible to make customer management activities more efficient?

Employees are often busy with daily tasks. They prioritize providing urgent or unplanned assistance to customers, who always expect a prompt reply. This results in a loss of focus on planning.
There is too much discretion when it comes to activity management by collaborators.

How do I value my service to the customer?

Daily activities carried out for customers are provided with passion and professionalism; however, customers sometimes struggle to recognize it. In some cases, they do it on purpose trying to negotiate lower rates for the service.
I can’t keep track of unhappy customers, which would allow me to proactively follow up with them trying to recover their trust.

WHAT ARE THE BENEFITS OF ADOPTING A MODERN SOLUTION FOR THE MANAGEMENT OF CUSTOMER SERVICE?

From the customer’s point of view, we get a better service and image:

A certain single point of contact: customers access the service from a single portal, which becomes the reference point for their request management.
Fewer requests: a knowledge base (guides, FAQs, articles) is available online and customers can consult it before accessing the service. In the event that requests re-occur, they can check the resolution provided previously and be autonomous in resolving the issue without opening a new ticket.
Transparency in relations: Customers accesse the services granted, as the service catalog is available online.
Return in terms of image and reputation: a modern customer service portal is the business card of our service. A well-designed ticket gives a positive image of our company.

Internally, we also obtain more efficiency and organization:

Staff training: manuals and procedures are provided online to allow 24/7 self-training, thus avoiding expensive classroom training courses. Resolution procedures can be consulted by all collaborators, helping to create shared corporate knowledge.
Proactivity and efficiency of collaborators: Monitoring feedbacks and degrees of customer satisfaction it is easier to be proactive in recovering difficult or critical solutions towards unsatisfied customers.
Priority management: requests are processed starting from the most urgent one, thus reducing the degree of discretion of the support team.
Control and accountability: free activities are limited only to those actually contracted. If activities that require payment are provided for free the supervisor can easily retrieve them to instruct operators not to provide them unless special terms are taken.
Involvement of the commercial channel: a computerized tool allows the sales team to be autonomous in viewing customers’ needs and offer them new services or products. Moreover, sales staff can intervene when the technical team has to offer additional paid services.

WHAT FEATURES CANNOT BE LEFT OUT IN THE CHOSEN TOOL?

Modern: the instrument must be up with the times. The customer service portal is the business card of your service; therefore, its graphics and functions need to be carefully chosen and configured.
Shared: the portal must be 100% online and usable from any device. External and internal users need to access information easily and on the move.
Interactive: the tool must enable the user to resolve their requests, making them autonomous and letting them find a quick solution, without necessarily contacting the support team.

WHAT DO I GET FROM THIS TOOL?

The results that can be obtained by adopting this kind of tool can leave you astonished; the important thing is to start off on the right foot. The main advantages are:

Reducing customer requests, as they are given a tool to resolve autonomously their requests.
Increasing the efficiency of collaborators, as they can self-train and have a single portal dedicated to request management
Improving customer relationships by promptly identifying unhappy customers and providing an accurate service.
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