Personalization of communication with customers: we increase the growth of important customer service metrics

One of the trends in customer service is personal communication with customers. It’s more than just addressing by name. The company knows where the client came from, what he ordered earlier, what issues he contacted technical support for, and can give personal recommendations based on the data. What approaches can be used and how to organize this process competently?

Customer preferences – step to next contact

In an era of intense competition, winning over a customer is a marketing priority. Success in this matter will be won by the company that will be able not just to collect information about the preferences or actions of regular customers, but also to analyze it quickly for making decisions based on the data. This approach allows to form competently further recommendations and suggestions in accordance with the values ​ ​ and needs of the client.

It will be possible to implement quick interaction with the customer when in the software product used by the company it is possible to link customer information received from various sources into a single card, as well as process the received data to obtain visualized reports and graphs. A customer card is an object in the information system that collects all information related to the customer (contacts, past purchases, support calls, etc.). The advantage of such a card is that it works on the principle of a “single window” and makes it easy to identify the client. Then, upon receipt of a call or message from him, the support employee will be able to receive immediately complete information about who he is talking with and his relationship with the company.

Important customer card creation options

As a rule, personal data necessary for quick identification of the client are entered into the card. In this case, the operator working with him immediately sees all the necessary information:

  • customer name
  • the communication channel through which he came;
  • previous purchases and transactions;
  • previous customer requests and their current status, during contact it is especially important to pay attention to fresh uncompleted requests;
  • products and services of interest, the purchase of which has not been completed, and other information depending on the company’s activities.

Competent and correct filling of the card allows the operator who accepts the next appeal of this client to navigate quickly and help him resolve the issue. This is an important factor in interaction, since the client immediately understands that the company representative knows who and why contacted him, and will not waste extra time explaining. In addition, the operator, based on information about preferences, can additionally offer the client an actual service or product. For example, a year ago, he purchased a subscription to some service or used a certain service, but over the past time, the company has a more relevant offer. The operator understands that it can be interesting, and makes a recommendation personalized.

Interaction with the client through data about him gives the company an important advantage – the speed of the information received and its relevance. Based on this, it becomes clear that the faster the IT product works and processes the received data and the more opportunities for generating reports based on the data, the better the service the client will receive. Accordingly, personalized communication based on the information collected about the client increases his loyalty to the company.

Rules for choosing a software product to provide a personalized service

To interact effectively with customers and increase the significant indicators of customer service, it is necessary to have high-quality software. Let’s look at four key factors that influence the rapid interaction with consumers of goods and services, as well as the growth of important customer service metrics such as customer satisfaction indicator (CSAT), consumer loyalty indicator (net promoter score, NPS), customer lifetime value (CLV) and repeat purchase ratio (RPR).

  1. The ability to create links between reference books in the software product and integrate with other services. This allows you to create unique customer cards with complete information about them quickly and without restrictions.
  2. The ability to receive all requests from the client in a single system window with binding to his card ensures omnichannel interaction with the brand. The client does not care who exactly answers and in what communication channel, the main thing is that his task is quickly and efficiently closed. There he gets the experience of communicating with the brand. Omnichannel makes this experience equally convenient for both the client and the operator.
  3. The use of accumulated data about the client and his feedback allows us to provide a personalized service, which increases his satisfaction and loyalty. Also, by knowing all the information, a company can more easily cross-sell, which increases the customer’s lifetime value and repeat purchase rate.
  4.   The possibility of proactive service allows you to remind the client of yourself, build business processes in such a way that notifications and recommendations are relevant to him. For example, warn about the imminent expiration of support or warranty for a product or service, as well as offer new products based on his previous questions.

To gain and retain customer loyalty, you must have a properly organized interaction service. When a client realizes that the company is always ready to help him and offer exactly what is necessary and interesting, and not just automatically impose goods and services, his connection with the company becomes closer. As a result, the client is ready to continue communication and recommend the company to others. Therefore, we can conclude that personalized recommendations based on the interests and needs of the client work effectively.

By Victor Sitnik, Product owner, ELMA365 Service

Previous ArticleNext Article