When Ancient Babylonian Customer Service Goes Multi-Channel
5 key benefits of a multichannel CRM engagement platform.
Posted Jun 1, 2016
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Did you know that the first documented customer service complaint occurred in 1750 B.C.? An ancient Babylonian customer inscribed a complaint on a clay tablet, explaining that his shipment of copper ore was of an inferior grade and arrived damaged.1

My how things have changed. Or have they?

Customers still complain and they still look for someone to resolve their problems. The only difference: they’re not inscribing their messages on clay tablets. Instead, they’re using electronic tablets, live chat, mobile phones and social media to get the help they need. But incredibly, the core fundamentals of customer service haven’t changed since 1750 B.C.

Wherever there is a customer, there should be good service - and no matter what the channel, agents should be able to solve issues in a fast, efficient and friendly way if they want to gain a customer’s loyalty and trust.

A 10% increase in customer satisfaction score results in a 12% increase in trust from customers. (Institute of Customer Service)

The problem is, companies that have resisted the latest advances in technology are suddenly realizing that they’re losing customers because they can’t find them. Can you imagine that? They can’t find their customers because they don’t have a clue where their customers are contacting them. Not surprising, those unhappy, ignored customers quickly lose patience and take their business elsewhere, costing millions in lost revenue.

Poor customer service experiences cost companies $338 billion worldwide every year. (KISSmetrics)

Since the beginning of mankind, even the most primitive tools changed the way humans worked and lived. Only now, those tools are changing at such a rapid pace that brands need to adapt quickly or risk being killed off by their competition.

“In the world of internet customer service, it’s important to remember your competitor is only one mouse click away” – Doug Warner, Internet enthusiast

A multi-channel CRM engagement platform is the latest technology to change the way we work and live. Multi-channel CRM engagement platforms make it possible to provide customers with seamless and consistent customer experiences across any platform.

Whether the customer is phoning a contact center, using a tablet or engaging on Twitter, they get quick responses and thorough issue resolution when brands use a multi-channel platform. And since relevant data is pulled into a single dashboard, every agent has access to the same customer data and conversation histories, enabling them to provide highly personalized and completely consistent customer experiences.

65% of customers are frustrated by inconsistent experiences across channels. (Accenture)

Here are 5 key benefits of a multichannel CRM engagement platform:

1. Simplifies communication and automates processes so workflows are more efficient
2. Creates a one-to-one conversation between agents and customers allowing for greater personalization
3. Avoids duplication of efforts between agents
4. Eliminates searching across multiple platforms and makes information easier to access 5. Maintains a consistent experience by providing agents with access to previous data and conversation histories

32% of customer switch companies switch because they are fed up with speaking to multiple agents. (NewVoice)

Customer service is going to evolve as quickly as technology, and it’s the customers who will be leading the change.

Brands need to not only understand which channels their customers are using, but they need to include those channels in their customer service program the moment their customers start using them.

Yet rather than continually scrambling to keep up with technology, brands would benefit from a dedicated multi-channel CRM engagement platform that adapts the technology for them. A single system that continually evolves with technology makes it easy for brands to respond to their customers’ ever-changing needs.

“We’ve built a channel-agnostic engagement system that looks not at the interaction channel, but at the customer.” – Davy Kestens, CEO, Sparkcentral

Perhaps even more important, a multichannel CRM engagement platform guarantees that agents are happier and more productive. An effective CRM system allows agents to set and meet tangible goals, more accurately measure results, collaborate with colleagues and personalize every customer experience, making customer interactions more human and real.

While the basic principles of customer service haven’t changed for thousands of years, the way we deliver that service has transformed dramatically. A multi-channel CRM platform that keeps up with technological advancements and inspires agents to deliver unforgettable experiences may mark the beginning of a “golden age” of customer service.

For more information about Sparkcentral’s social customer service platform, visit: www.sparkcentral.com.

1 Ancient Babylonian Customer Service Story via openculture.com

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