Originally posted at Bluewolf.com
The holiday season is now behind us, and air travel likely took up a large chunk of your time off. It is also likely that the skies were not as friendly as they once were. Your experience was probably similar to mine. You made it to the airport only to discover your flight was delayed for hours, or that you needed to be rebooked on an entirely new flight. For most travelers, there were probably three options before them: wait in line at the airline’s ticket desk, dial the airline’s customer service line, or sit quietly at the airport bar in desperation.
In a perfect world, what would you have wanted to happen?
If you’re like me, you want your flight re-booked immediately with no hassle — no waiting in line, no pressing 1 to speak with a representative. Today’s service providers understand their customers’ evolving demands for seamless, more personalized service, via their channel of choice. For any customer service organization, embracing an omni-channel service philosophy should be at the top of your list.
How does your service organization rate on an omni-channel maturity scale? Consider the following questions:
If you’re looking to improve your omni-channel processes and your organization is already using Salesforce Service Cloud, tools like Case Feed and Omni-Channel can help your organization easily manage multiple channels in a single location. Case Feed allows agents to view all interactions related to an individual case in a single view; Omni-Channel lets managers automatically assign cases to agents based on an agent’s listed expertise, priority of cases, or agent’s presence, reducing the amount of time cases are sitting idle in a queue.
When defining your organization’s case management process, consider how each channel is different — and what you can leverage to create a consistent experience.Berkshire Hathaway Travel Protection (BHTP), a division of Berkshire Hathaway Specialty Insurance, understood their customers’ needs and saw an opportunity to personalize and streamline their customers’ air travel experience. While the insurance industry handles highly personal information, it had been slow to adopt personalized, customer-focused technology solutions. BHTP’s goal was to design and launch a new consumer travel insurance product — a one-stop-shop travel insurance app — that would easily facilitate communication between the service agent and the customer. BHTP partnered with Bluewolf, and together we built AirCare.
AirCare is a cloud-based personal concierge service, with SMS and social media integrated into more traditional channels, like email and phone. To create mobile updates and communications delivered to the traveler through various social channels, Bluewolf integrated AirCare with Salesforce Marketing Cloud as well as the Salesforce Service Console, and implemented a robust agent interface that allowed agents to interact with customers through their channel of choice. Support of omni-channel service made all the difference to BHTP’s customers.
Today, BHTP processes a majority of their claims without any human intervention, allowing BHTP to focus their human resources on servicing customers rather than pushing paper. By embracing an omni-channel service philosophy, your organization could be next.
To learn more about how to improve your contact center, take our Customer Service Quiz and get a free copy of 10 Ways to Improve Case and Knowledge Management.
Originally Posted by DestinationCRM
As the availability of customer service contact channels increases, customers are engaging with nontraditional, digital service options as often, if not more so, as their service agent counterparts. Last year—for the first time ever--Web self-service surpassed telephone service as the No. 1 customer service channel among U.S. adults. As current consumers adapt to self-service and communication channels broaden further, self-service and customer communities will only increase as an avenue for customer resolution, especially among Millennials, whose desire to solve problems on their own will bolster self-service portals and brand loyalty.
In the contact center, a move to self-service can create growing pains. Customer service organizations accustomed to traditional service channels might balk a bit at a more informal, networked approach to serving their customers. The good news is the shift to self-service pays off: self-service and communities give customers greater access to information that is immediate, insightful and—in some cases--emotional, building connection and creating customer loyalty.
At Bluewolf, we've seen companies that leverage cloud-based communities as part of their self-service strategy reap huge benefits. Bluewolf's recent industry report showed that 42 percent of companies using communities reported cost reduction and 74 percent reported productivity gains, vastly outperforming those not utilizing it, who numbered 23 percent and 51 percent in the same categories.
Creating Better Service CommunitiesMaking the shift to a more agile, customer-obsessed enterprise with cloud-based communities starts with determining what drives your organization by asking questions like, what are the goals for the community you're creating? How will users interact with it?
Unlike service agents, who often have no choice but to work with complicated systems, consumer users will quickly abandon interactions that are confusing or don't provide immediate value. It's imperative that your portals and communities are easy-to-use, include accessible and accurate content, and are mobile-enabled. Below are four steps that will help you create sustainable and beneficial self-service portals and communities: