How Companies Are Increasingly Turning to Cloud to Meet Increased Customer Expectations
With rising customer choice, comes increased expectations. E-Commerce and the explosion of mobile internet have heightened customer expectations of online options. Customers demand access on any device, from anywhere and at any time. They expect quick response times, whether on the phone, online, and especially via social media channels. With constant online activity permeating all facets of life, customers expect an online experience that caters to their specific needs.
So how can businesses react to meet these heightened customer expectations? The answer is in the cloud.
The article will present 5 ways you can use the cloud to meet your customers’ needs.
#1. A Personalized Experience:
Customers remember each interaction that they’ve had with a brand. Because of the evolution of data, customers expect that each business remembers them, as well. The cloud is extremely useful in tracking and sharing customer information internally to ensure the best possible experience for the consumer. Mohit Gupta, Research Analyst on Customer Service explains, “The platform automatically pulls up customer information and displays it to the support agent before the interaction begins. This enables agents to quickly identify the customer, verify service entitlement, and offer a personalized experience based on customer preferences, demographics, profile, language, etc.”
Online Support When And Where It’s Needed:
Many customers who need support the most grow tired of reaching out to help lines, only to find that their problems continue. While this isn’t a circumstance that customer service managers want, reaching out to these unsatisfied customers is an excellent way to improve customer relations. The cloud can be used to alert your service team to problems that they wouldn’t be otherwise aware of.
The ability to engage an unsatisfied customer over social media when they are discussing brand dissatisfaction with their friends reflects well on a business. This proactive approach, which can come in the form of a tweeted apology or an invitation to personally address their issue, creates a positive impression: f a company that cares about each customer individually. This can be a powerful marketing tool.
Support Across All Channels:
The ways that customers expect to be able to interact with your company are growing and changing as time passes. In the past, many businesses were able to provide adequate support over the phone, and many customers connected with companies through their land line service. Today, however, a customer on a smartphone may find it more convenient to use social media and to seek support through your Facebook page. From their point of view, this is just a more convenient way to use their phone in order to get the support they need. From a business standpoint, the infrastructure and training necessary to communicate effectively, and publicly, with customers in need of support is very different.
It’s becoming vital for any business that handles their customer support through social media and mobile channels to ensure that the information given out is accurate and reflects the company’s messaging. Cloud computing can be used internally, in order to build a real-time list of best practiced gleaned from actual customer interaction and help to evolve responses in an intelligent way.
Not only is providing support across all channels a customer service priority, but providing support across all devices is as well. Every business should have the infrastructure in place to make the consumer’s mobile experience pleasant. Previous models focused on providing the same experience to consumers across all devices, but it’s becoming more important to provide a tailored experience based on the device.
For instance, a consumer seeking information regarding contact information for customer support on their cell phone may prefer to have the phone number, and Twitter contact information emphasized while one using a tablet or computer might prefer to use chat, e-mail, or Facebook. A strong website back-end powered by cloud technology can easily generate platform-dependent experiences in order to give customers a more pleasant and convenient experience.
Leveraging Big Data
The technology exists to collect and track in-depth information about a customer’s buying habits- through previous purchases, their current satisfaction with your brand as shown on social media, and what impact that’s created on their friends and family. The cloud is a powerful tool in the hands of a customer service manager, and companies who leverage it will satisfy more customers, engage with more potential customers, and keep clients that they’d otherwise lose. Big Data tracks complex information such as buying habits and customer satisfaction, so that it can then be examined in the context of the relationship between these data points and how they impact other consumers who interact with existing customers. Cloud-connected companies who use the tools at their disposal will continue to make a larger, more positive impact on their customer base.
By Omri Erel