Chris Savio, Senior Product Manager, Customer Engagement & Support, LogMeIn, explored what it takes for business leaders to provide customers with seamless engagement and support in his presentation to Argyle’s CX membership at the 2016 Customer Experience Leadership Forum in San Francisco on Dec. 15. In his presentation, “Delivering Seamless Customer Engagement & Support in a Connected World,” Savio examined how business leaders can leverage relevant data to create personalized experiences.
According to Savio, providing outstanding customer service and support is a key expectation for consumers worldwide. If business leaders fail to prioritize customer service and support, their companies may fall behind their rivals and fail to rebound.
Furthermore, how business leaders approach customer service and support may impact a company’s growth. If business leaders allocate the time and resources to learn about a company’s target audience, they may be able to find the best ways to foster long-lasting customer partnerships. Comparatively, if business leaders prioritize CX but ignore customer service and support, they risk missing out on growth opportunities both now and in the future.
“The need for support is growing,” Savio stated. “Service and support are no longer things that should be sitting there and taking a backseat. Your service and support organization … is on the front lines and driving the customer experience.”
In addition, today’s consumers understand the importance of customer service and support. As new technologies become available, consumer expectations for unprecedented service and support will continue to rise.
“There has always been an expectation for support … but the expectation has gone up,” Savio said. “[Customers] are much more well-informed and knowledgeable. And loyalty, unfortunately, has gone by the wayside with some customers.”
Going forward, Millennials may play an important role in a company’s customer service and support success.
“Companies that are addressing this audience are the ones that are capitalizing [on Millennials]. They are the ones that continue to push forward.”
Millennials are expected to generate substantial revenues for businesses. Meanwhile, business leaders who build trust with Millennials now may be able to reap the benefits of satisfied customers for years to come.
To foster loyalty with Millennials, business leaders must understand how to connect with these consumers. By doing so, business leaders will be able to drive positive experiences with Millennials across multiple channels.
“[Millennials] are a group that has extreme purchasing power,” Savio noted. “They’re creating a shift that’s great both internally for organizations … and have higher expectations for when they’re working for a company and when they work with an organization and look at the types of service that they want to get.”
Ultimately, recognizing Millennials’ needs is paramount for business leaders. If business leaders dedicate the necessary time and resources to learn about Millennials, they may be able to help their respective companies stand out from the competition.
“[Millennials] want what they want, when they want it and on their terms,” Savio said. “Companies that are addressing this audience are the ones that are capitalizing [on Millennials]. They are the ones that continue to push forward.”
Personalization serves as a key differentiator for businesses as well. If business leaders can provide customers with personalized service and support, they could drive meaningful customer interactions.
“It can be something as simple as when someone calls up, knowing why they called previously,” Savio pointed out. “That’s a personalized experience.”
Also, personalization must remain an ongoing priority for business leaders.
“Understanding the data beneath connected products can help shift your service and support.”
With a consistent commitment to providing personalized service and support, business leaders will be able to identify customer behaviors and trends and tailor their day-to-day customer engagement efforts accordingly.
“There needs to be this continued approach, whether it’s from channel to channel or from a single call, of knowing what I’ve done previously or the relationship that I have with you,” Savio noted.
Although the Internet of Things (IoT) has led to the creation of many “connected” devices, few business leaders possess the skills and know-how needed to optimize the value of these devices.
However, business leaders who recognize the true value of connected devices – and the data that these devices can provide – will be able to thrive. These business leaders will be able to obtain a wealth of customer data and mine this information for meaningful customer insights. As a result, business leaders can deliver unprecedented customer service and support and ensure that customers are fully supported at all times.
“Having billions of connected devices is great, but what about the information that you’re collecting from them? … You, as an organization, now have insights into your actual customers,” Savio pointed out. “You can proactively address needs. … Understanding the data beneath connected products can help shift your service and support.”
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