Latest News  

TELUS International Europe: Three ways fast-growing tech companies can optimize their digital CRM

For many fast-growing technology companies, customer experience is at the heart of building a competitive advantage. And in the digital era, digitized customer support channels are absolutely key to delivering service that's comparable to larger and more established industry incumbents

2017-10-23 21:16:06





Grégoire Vigroux
Vice-President Marketing Europe at TELUS
International


That's where the concept of digital customer relationship management (CRM) increasingly comes into play. While traditional CRM tools act as a database for housing, tracking and utilizing customer data in sales and service processes, digital CRM encompasses a customer's entire digital journey — support included.

By optimizing their digital CRM, fast-growing tech companies can gain positive service outcomes on par with larger competitors, often at a fraction of the cost.

As a digital product expert at TELUS International, I've seen first-hand the impact an effective digital CRM can have on customer satisfaction, retention and revenue generation. To that end, we recently conducted an analysis of key digital CRM benchmarks, comparing how tech companies, like ride-sharing and music-streaming services, are doing against their more established competitors.

Using hundreds of attributes designed to measure companies' digital contact presence, we analyzed several key digital CRM customer-service benchmarks to determine where fast-growing tech companies are excelling, and areas that need improvement in order to surpass larger industry rivals.

‘Contact Us' support: Room for improvement


One of the key discoveries in our benchmarking study is that fast-growing tech companies can greatly improve the simple "Contact Us" digital process. Surprisingly, the overall score in this area was well below the benchmark set by established brands in industries like air travel and consumer goods.

When scoring for this category, we considered where the "Contact Us" button is placed on the website, how long it takes to locate and whether the contact form has auto-fill capabilities. Some smaller tech firms scored low because the "Contact Us" button was extremely difficult to find, often in small lettering, at the very bottom of the main website.

I recommend that companies look for ways to make "Contact Us" easier to locate on both traditional and mobile channels. Additionally, using templated contact forms can make your service agents' lives easier and the customer interaction seamless. By having customers identify and categorize their issue in the form, agents can more quickly assess — and remedy — the problem once it gets to them.

The bottom line is that getting help via the "Contact Us" channel is a critical part of the customer experience — one that growth companies should immediately prioritize.

"Contact Us" key considerations:
   – Is "Contact Us" located near the top, in big bold lettering for easy visibility?
   – Are all support channels listed, (e.g. social handles, phone numbers, email address) along with hours of operation and expected response time?
   – Is the form easy to fill out or auto-fill enabled to make it even faster?
   – Is "Contact Us" easily accessible on your mobile interface and smartphone app?

FAQ support: Keep up the good work


The second significant finding was that fast-growing tech companies are doing incredibly well when it comes to Frequently Asked Questions (FAQ). They had high overall ratings in FAQ process effectiveness, coming in above the average set by established players in similar industries.

The FAQ process for tech start-ups is typically very rich in what it provides for customers — and if done well, it can serve the business greatly. FAQs deflect many initial support calls and can facilitate positive service outcomes without hiring a large team of support agents.

Fast-growing firms should not only keep up the excellent work, but continue to make the digital FAQ service experience more seamless and dynamic.

The important thing about investing in self-service options like FAQs is that it doesn't cost as much to set up as other support channels, and there's minimal ongoing investment. Growth companies should continually focus on making their FAQ sections more engaging, and provide instant access to alternate support channels in case customers don't find what they need.

FAQ key considerations:
   – Are the FAQs easy to locate, and is there a "pre-qualification" process to triage the issue and guide consumers to the right section?
   – Are topics searchable and detailed in categories?
   – Is the actual content of the FAQs not just useful, but at least somewhat enjoyable for people to read?

Social support: Balance automation with a human touch


One area where both fast-growing tech companies and established brands are on comparable footing is online customer service interactions.

While online support interactions are generally positive, emerging companies need to expand their social capabilities as consumers continue to broaden their use of service channels. Supporting customers via secondary social channels, on both web and mobile, is one area they should turn their attention to.

For instance, while many companies utilize Twitter and Facebook, many start-ups, as well as established brands, are often poor at responding to support messages sent through secondary social channels like Instagram messaging. Fast-growing tech companies will benefit from developing support strategies around secondary channels like Instagram, LinkedIn and Snapchat moving forward.

Emerging tech companies don't have legacy systems to maintain, and can often adopt new technologies, like chatbots, with limited concern. Chatbots should be used to answer simple initial questions, identify the customer and their issue and then route them to the right human agent.

As conducting service interactions via social media channels like Twitter and Facebook have now become nearly as ubiquitous as voice, fast-growing tech companies should keep an eye toward merging chatbots with secondary social and mobile channels in the near future.

Social customer support key considerations:
   – Do you know how often people contact you on secondary social channels (Instagram, WhatsApp, etc.), and do you have a strategy to serve them?
   – Do you have a roadmap for integrating chatbot technology into social customer service?
   – Are your agents trained on responding through both primary and secondary social channels?

It's no secret that customers are flocking to digital channels for their support and service needs. Based on our findings, fast-growing technology companies should elevate their "Contact Us" processes, continually streamline their FAQs and increase social support reach to stay ahead of the digital CRM curve.

Want to learn how your organization can create, implement and optimize a digital CRM strategy? Connect with us to find out how our benchmarking tool and analysis can deliver better customer service results for your business.

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each month, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.

Related articles: www.telusinternational-europe.com /
www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
New funding round could bring UiPath to 7 billion US dollars worth market value

RPA unicorn UiPath is about to become one of the highest-value companies in AI after is will be raising more than 400 million US dollars in Series D funding from venture capital investors, sources on the marke

 Read Full article »
Study: Labour force deficit reduces productivity: seven out of ten employers are affected

About seven out of ten employees say they had smaller profits and business figures, because of the labour force deficit and the shortage of specialists, data of the latest opinion poll made by BestJobs recruiti

 Read Full article »
Berg Software Romania: Reasons to outsource your software services to Romania in 2019

According to an opinion published by Berg Software, a company that specializes in technology consulting, software development and nearshoring/ offshoring, for both SMEs and large enterprises, with offices in Ti

 Read Full article »
Arvato CRM Solutions rebranded under the name Majorel

Bertelsmann and Saham's customer experience business, "Majorel" has been recently launched, according to a press release of the company.

 Read Full article »
Banca Transilvania launches BT Open Banking platform dedicated to fintech companies

Fintech companies and start-ups in IT can test the new BT Open Banking platform (BT Api Store), launched by Banca Transilvania, for online integration with banking services such as: display of online balances,

 Read Full article »
Techcelerator and Google Developers Launchpad sign a partnership for growing startups in Romania

Techcelerator, the acceleration program in Bucharest and Cluj and one of the relevant catalysts of the local tech ecosystem's growth and development, announced a partnership signed with Google Developers Launch

 Read Full article »
Bogdan Pelinescu, president of ABSL: At least 6.000 people to be enrolled in outsourcing industry in 2019 in Romania

Around 6.000 professionals are estimated to be hired in the outsourcing sector in Romania this year, according to a study conducted by Romanian Business Service Leaders Association (ABSL) and consultancy compan

 Read Full article »
Tremend expands its expertise in the financial area, through a new unit coordinated by Stefan Patra

Tremend, one of the fastest growing Romanian software companies, enriches its team of professionals. Stefan Patra joins the team as Vice President of the newly established unit of Financial Services and will co

 Read Full article »
Infosys officially opens new digital innovation center in Romania

Infosys a global leader in next-generation digital services and consulting, announced this week it will be opening a new Digital Innovation Center in Bucharest, Romania at an event attended by local government

 Read Full article »
Atos supports the OneWeb Constellation Program primed by Airbus OneWeb Satellites

A new era of mass producing satellites was achieved when Atos supported OneWeb in the successful launch of six satellites on February 27th. Atos' contributions included providing all of the Assembly, Integratio

 Read Full article »
 
 
 
MOST READ ARTICLES
» Romania ranks above EU average in gend...
» The voting procedure for the BRAND OF ...
» Berg Software Romania: Reasons to outs...
» Deloitte's Tech Trends 2019 report: B...
» Steven Hunt, SAP SuccessFactors: Tecto...
» Molson Coors started to grow its busin...
» Societe Generale-European Business Ser...
» Capgemini: Investing in people is the ...
» Countries in CEE region, including Rom...
» Oracle reaches 4,200 employees and pla...
 
EDITOR CHOICE
The voting procedure for the BRAND OF THE YEAR 2019 IN ROMANIAN BUSINESS SERVICES is open!

This is the fifth edition of the event and the second year to select the public's favorite brand in the business services BPO, ITO and SSC in Romania.

 Read Full article »
Romania ranks above EU average in gender employment gap

In Romania, the employment rate measures the number of people who have a job as a percentage of the working age population. This page provides - Romania Employment Rate- actual values, historical data, forecast

 Read Full article »
Steven Hunt, SAP SuccessFactors: Tectonic movements in the world of work

The world of work will be shaped by five tectonic movements – or global megatrends – over the next few years. As you may guess from the geological analogy, the effects could be dramatic.

 Read Full article »
EY: European companies are divesting to future-proof growth

According to the EY Global Corporate Divestment Study, 84 per cent of European companies surveyed intending to divest within the next two years (the majority planning to do so in the coming 12 months), executiv

 Read Full article »
Knowledge-sharing presentation on latest trends the industry deals, in the program of Romanian Business Services Forum and Awards

Part of the upcoming joint half-day event, Romanian Business Services Forum and Awards to be held at JW Marriott Hotel on May 7th, the discussion agenda comprises a complex Knowledge-sharing presentation on lat

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events