Digital Customer Experience: Part 5

While a lot has changed in the past 20 years, one thing hasn’t: the telephone remains the most popular contact channel for customers. Read about why that is, and how you can gently counter it with effective self-service offers, in the 5th part of our DCX blog series.

The entire business world is talking about digitalization. In the DCX Study 2017, IDG was able to prove that digitalization of the entire customer relationship is considered to be the primary field of action within the digital transformation. It might sound rather odd to hear that, when it comes to customer service, the telephone still rules over the numerous new and digital touchpoints.

An attempt at an explanation

The study showed that the shifting of incoming customer contacts to electronic systems is only occurring in very small steps. According to IDG, this has to do with the fact that just a small share of companies have set up a seamlessly integrated self-service center. Experience shows that this can, in turn, originate from insufficient data and system integration. A self-service silo is equally worthless to a customer as is an automobile with an empty tank: you cannot go anywhere and there is very little that you can do about it.

Service champion through data power

We found out with our self-service study back in 2012 that customers actually prefer self-service, as long as it is intelligently designed. From a customer perspective, intelligent means: available everywhere and at all times, individually, beneficially and securely. An FAQ graveyard with the standardized answers is therefore not good enough to move customers away from their phones. In contrast, a smart online portal or an app can not only boost the self-service rate, but also enhance customer loyalty, as shown by the current customer loyalty study. A good example of this is provided by Globus, the exclusive Swiss department store, with its loyalty app containing the customer card, bonus system, profile with dashboard for bills, purchases, coupons, etc. This data is visible at all times, not only to customers, but also to sales floor staff and in customer services, who access the same CRM system and the same holistic 360° customer view. This enables service champions to create customized offers and push via marketing automation – in a targeted manner and with consistent individual benefits for the customer.

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