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
Deloitte Romania opens application for the 20th edition of Technology Fast 50 Central Europe competition

Deloitte Romania opens application for the 20th edition of Technology Fast 50 Central Europe competition, the prestigious regional ranking for fast growing companies in the technology sector.

 Read Full article »
Zitec launches its 1 million Euro Mirro app

Zitec, specializing in the development of customized tech solutions, services and products, launched Mirro.io within Bucharest Tech Week 2019, a dedicated application for measuring the performance within the co

 Read Full article »
Analysis: Romania needs 1 million workers and 10,000 industrial robots

The Romanian economy has been facing for several years an acute crisis of workforce, the necessary of workers being evaluated at approximately 1 million people, but 10,000 industrial robots as well, shows an an

 Read Full article »
Adobe to add 100 more people in Romania to the already 600 staff professionals

Adobe Romania announced it touched the 600 employees' milestone in Romania and it is looking to expand its local team with 100 more professionals experienced in technical and software engineering.

 Read Full article »
Randstad Employer Branding 2019: Salary, benefits - most important criteria for 70% of Romanians when applying for job

The Chinese with Huawei and the Americans with IBM and Ford are the most wanted employers in Romania, and the most important criterion for Romanians in case of an employment decision is salary and extra-salary

 Read Full article »
Deloitte 2019 Global Human Capital Trend report for Romania: Leaders need to understand new technologies

The most important things for Romanian employers are lifelong learning, developing leaders and improving employee experience, according to Deloitte 2019 Global Human Capital Trend report for Romania.

 Read Full article »
Fortech expands its footprint with a new sales and consultancy hub in Chicago

Fortech – one of the largest Romanian-owned IT services companies, repeatedly recognized by Deloitte and EY – today announced the opening of its flagship sales and consultancy office in the U.S., in downtow

 Read Full article »
Digitization boosts the controlling market in Romania, estimated at 80 million Euro

Management consulting company Horváth & Partners estimates that believes that in the near future, the digitization of financial departments will become a necessity and it will be a decisive factor in streamlin

 Read Full article »
ABSL organizes its next Business Mixer at Brasov on May 22nd

Brașov Business Mixer is the first conference organized by ABSL, dedicated to the local business services community.

 Read Full article »
Oracle Academy numbers 650 students and 200 teachers participating within its projects in the past six months

In the past year, worldwide, Oracle Academy worked with more than 15,000 educational institutions across 128 countries, supporting more than 6.3 million students worldwide to prepare them for careers in our tec

 Read Full article »
 
 
 
MOST READ ARTICLES
» Digital Transformation Conference to t...
» ASE's HR Master – helping students i...
» Marian V. Popa: Meet the speakers at R...
» Meet the winners of ROMANIAN BUSINESS ...
» Randstad Employer Branding 2019: Salar...
» Zitec launches its 1 million Euro Mirr...
» Deloitte Romania opens application for...
» Capgemini to open new office at Suceav...
» Romulus Caralicea: Meet the speakers a...
» Oracle Romania inaugurates the Iasi of...
 
EDITOR CHOICE
Digital Transformation Conference to take place on June 19 at Bucharest

The Diplomat – Bucharest organizes Digital Transformation Conference to be held on 14 of June in Bucharest, at Hilton Hotel - Regina Maria Hall, starting 8:30 AM.

 Read Full article »
L&D Conference by The Diplomat Bucharest to take place on June 4th at Bucharest

The Diplomat-Bucharest organizes the Third Edition of its Learning & Development CONFERENCE on 4 June, 2019 at InterContinental Hotel Bucharest starting 09:00 am.

 Read Full article »
Meet the winners of ROMANIAN BUSINESS SERVICES AWARDS, 2019 edition

ROMANIAN BUSINESS SERVICES FORUM & AWARDS 2019, in its fifth year, brrought on May 7, in Bucharest, a new concept event with engaging keynote sessions by industry leaders, interactive panel discussions, network

 Read Full article »
Few hours away from to the long awaited CEO Leaders Debate, a premiere of Romanian Business Services Forum and Awards

We are a few hours away to the long awaited CEO Leaders Debate, a premiere of Romanian Business Services Forum and Awards on May 7.

 Read Full article »
Colin C. Lovering: Meet the speakers at Romanian Business Services Forum & Awards 2019, on May 7

Colin C. Lovering has been living and working in Romania since 2009 when he arrived to offer consultancy and advice to organisations looking for growth and profitability and founded Achieve International.

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