The Proactive Customer Support Revolution
Customer support is quickly moving on from being reactive to being proactive. The digital age has enabled the world to become ultra-connected and this means that brands are expected to provide better customer service than ever before. If they’re unable to deliver, their customers will simply walk away. No-one is happy to wait hours for a response, and who wants to pick up the phone, navigate through a complicated automated menu system, only to be left on hold for 10+ minutes waiting to speak to someone? As consumers, we want our issues resolved without delay.
Imagine if we could resolve the problem before our customers are even aware of it. Imagine if we could get ahead of communication for a known issue. Imagine if we implement the solution and prevent further friction. These are ideal scenarios. Sometimes, it feels as though we are light-years away from this, but customer support in the retail industry is fast-becoming more proactive.
Support services are indeed evolving as support systems begin to proactively use data to evaluate the health or viability of a product or service. If a problem is detected, it can notify support teams to intervene. The data will inform customer service, rather than waiting for customers to reach out when they notice the problem. Being proactive in this manner should help improve the overall experience a customer has with a brand and its products.
While you may not have a crystal ball, you should everything in your arsenal to help you predict the future. Utilize all your available data to predict the right time to communicate to customers. This is essentially what a proactive customer support strategy is.
For example, when a consumer is browsing a product page online, proactive support can identify when the user is struggling or about to leave his or her cart. This is a trigger for you to intervene with proactive chat and make an offer to walk them through the process.
Transitioning over to proactive customer support takes time and effort. You will need the appropriate technology and workflows in place to unite your various data points and use them effectively.
AI, Chatbots, and other advanced technologies can make this less complicated and considerably less time-consuming. When your processes are automated and continuously learning, it becomes easier to predict the action required to improve the customer experience at each point in their buying journey. All this information helps you quickly provide a resolution, via the appropriate channel, before the customer ever realizes and reaches out to you.
Not every customer journey will be a seamless experience, every time. Consumers will continue to experience friction trying to figure things out. Which is why proactive support is becoming more and more crucial in differentiating yourself from your competitors, avoiding customer frustration and abandoned carts. The last thing you want is for your customer to have a bad experience with your brand. When you solve problems before they happen, you are providing the best form of customer service.
We help the world’s most iconic brands to be more proactive in their customer support, across the entire buying journey.
Get in touch to today to see what Welcome can do for your brand: trywelcome.com/start