We’ve pointed out before that every major digital experience platform has weaknesses or gaps in one or more of the three main areas of the customer journey: Marketing, Commerce or Service. And, for various reasons, their biggest weaknesses tend to be in the area of Service, where customer communications management (CCM) lives. In a recent article for CMSWire, Steve Smith discusses evolving customer expectations and how aligning customer experience priorities with business processes – specifically automation – can empower customer service representatives (CSRs) to be more proactive.
The Secret to Great Customer Experiences
Smith points out that tedious manual processes hold CSRs back, and posits that the secret to great client-facing service is automation, which frees CSRs to do what they do best: focus on customer satisfaction in one-to-one interactions. He makes the case for automation, noting that effective automation empowers employees to think proactively by making their work environment more enjoyable and productive, and by extension creates loyal customers when actions match promises. “As proof, according to the LivePerson 2013 Connecting with Customers report, 78 percent of customers are more likely to be loyal to a company that provides real-time, one-to-one support at critical moments,” Smith says.
Though Smith focuses on the benefits of automation in order processing specifically, the points he makes extend to omni-channel customer communications. In CCM, we use data integration, conditional logic, and user prompts to automate the process of CSRs interactively creating customer communications. Those capabilities are extensible to other areas of digital experience delivery, making automation more effective throughout the company’s CX architecture, empowering entire organizations to meet customers’ expectations for real-time, omni-channel digital service.
CCM’s Strengths Can Benefit other Areas of DX Delivery
CCM has been focusing for more than three decades on developing powerful automation and tracking capabilities that other areas of customer experience can now benefit from as well. With improved personalization, audit trail capabilities, a more business-user-friendly design environment, and a deeply customer-centric point of view, we are setting a high standard for digital experience delivery. With an open platform and proper integration, those capabilities can extend beyond CCM to make CSR and other frontline employees’ jobs easier and increase customer satisfaction across the board.
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About John Zimmerer
John Zimmerer is the senior director of marketing at Topdown, where he leads market research and outreach efforts for the company's customer communications and customer experience products. Most recently, John has been researching and writing about the future direction of the technologies that power customer experience, and is regarded as a thought leader in this area. John has nearly 20 years of software product marketing experience. His areas of expertise include market research, analyst relations, public relations and digital marketing.