In Customer Care, You Must Pave Your Own Way

No two marketing strategies will share the same results when implemented in different industries. Therefore, when it comes to customer care organizations can’t simply follow the pack by adopting software and strategies used by other companies. Rather, they must investigate what’s working within their specific industry.

For instance, a report from VentureBeat revealed that when an insurance company, Allianz, used a mobile app to streamline customer care interactions, it boosted its customer engagement on mobile by 60 percent. This is because a mobile app made sense for that particular industry.

So what are some strategies that work to improve customer care interactions for different industries? Let’s explore…

  • Retail: Click-to-call is a great customer care strategy for the retail industry because it allows consumers to request to talk immediately with a Communicator. Buyers no longer have to wait on hold or stumble through the menu options to reach the right department to get an answer to a simple question.
  • Technology: A multi-channel customer care strategy works well within in technology sector. Not only does this strategy—which might include channels such as live chat, mobile, live agent support etc.—provides customers with numerous options for communication, but it provides customer care around the clock. This is especially beneficial because the technology sector rarely sleeps.
  • Healthcare: Phone-based customer service is beneficial to the healthcare industry because patients often have complex questions that can’t be answered through certain communication channels, such as live chat and social media.  With phone-based customer service, patients talk to a live, trained Communicator who can help provide them with the answers they need.

Find the customer care strategy that works best for your industry, whether it’s click-to-call, multi-channel, or phone support. More importantly, whatever strategy you choose make sure that you’re providing the best support for your customers.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.

Excellent Customer Service Isn’t Luck, It’s Strategy

If you’re hoping your customer service tactics land your organization in a pot of gold this St. Patrick’s Day you’ll need more support than a four leaf clover. Companies that provide unmatched quality of customer service attribute it to something more than luck—but rather, a well executed and consistent strategy. Hiring agents with the right disposition to most appropriately suit your customer base, as well as implementing a multichannel marketing service to stimulate a greater consumer outreach, for example, are integral steps in attaining the coveted prize at the end of the rainbow.

Allow us to further explore these two elements necessary to start a successful customer service plan:

Well-Suited and Trained Employees

You can hire candidates that appear suitable on paper and hope for the best, or you can actively seek candidates who inherently possess empathy, self-motivation and confidence. It’s important, prior to the training process, to assemble a team of agents who already demonstrate social and communicative skills needed to fit the role. In order to maximize the results of an already power-packed team of agents, you’ll need to implement an in-depth training process. Match agents to the clients most suited to their personality and provide client-based training for the optimum level of preparedness before the agent ever starts hitting the phone lines.

Marketing Strategy

Enhance your marketing campaign by implementing it across multiple channels. Reach out to more customers and speak to new audiences by incorporating, for example, digital services into your strategy. Providing your customers with more opportunities to engage with your brand over their preferred communication platforms will only further demonstrate your company’s attentiveness to their service needs and preferences and purchasing behaviors. Perhaps your brand is trying to reach out to more millennials—try launching a new email and text messaging marketing program. This way, your brand message becomes more mobile and less stifled as communication is possible through more than one platform.

It’s time to do more than rely on good luck to improve your customer service strategy. It takes expert employees and multichannel marketing services to reap the reward.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.