6 Key Points For Companies In The Customization Of Customer Service

According to the report ‘State of the Connected Customer’, prepared by Salesforce Research, customers are at the forefront of business strategy and innovation. They determine which companies sink or swim in the digital age. Organizations that treat clients with knowledge and intelligence, and put the customer experience at the center of their business strategies, will succeed in this connected world. Therefore, the Salesforce study defines 6 key points for companies in the customization of customer service.

1.- Putting customers in the center of your business

Smart companies understand that customers determine the future success of their business. These companies gain loyalty by treating clients as individuals, anticipating their needs and attending to their mobility. Just as technology makes it much easier for customers to change brands, companies can take advantage of technology to better understand and help their customers.

In fact, according to the report, 71% of users say that customer service offered at any time and anywhere has an influence on loyalty, and 69% highlights the same about personalized customer service.

2.- Promoting the culture of immediacy

Technology is not only changing the way customers consume information and buy products, but it is also changing their expectations in terms of interactions. The connected clients believe that there should be no delay in communications with the company. Successful brands will prioritize communication in real time, always active, adopting a mobile mentality and using technology to respond as soon as, or even before, a client arrives.

3.- Customizing customer service

Connected customers can thrive in a technology-driven world, but still want to be treated as human beings instead of being data points. In fact, customers are ready to exchange more of their data for more relevant and personalized experiences. Leading companies will not only tailor their marketing communications to individual needs, they will also understand and anticipate those needs. Taking advantage of new technologies such as artificial intelligence can help companies become more human.

4.- Reinventing the sales process

The traditional sales argument is no longer enough: customers look for companies that understand their unique needs and can advise them on the right product or service. Therefore, they will provide their sales teams with intelligent technology and training to have the best possible knowledge. The main organizations will offer customers a personalized shopping experience.

5.- Promoting instant, omnichannel and personal customer service

Today, the experience of the service is fundamental for the loyalty of the client. Customers choose companies that offer services in real time, based on omnichannel, personalized and effortless. Companies will meet these expectations by enabling omnichannel experiences and self-service options that customers expect. The most successful companies will be the first to adopt smart technologies that allow them to better understand the customer and set the standard for a proactive service.

6.- Using smart technologies

In the future, customers expect to live in smart homes and use virtual reality, connected vehicles and other innovative technologies that change the way they shop, travel, perform banking operations and more. Innovators and disruptors will empower their IT teams to find the right combination of smart technologies, such as machine learning, artificial intelligence and natural language processing, to cultivate customer experiences that reflect real human interactions.