Engaging Customers On Their Terms

EBook Series Engaging Customers on Their Terms A customer service sophistication model PART 1 Contents Who this is for: Service leaders responsible for contact-centre and customer service experiences. Estimated reading time:

PART 1

anytime service that builds loyalty

path with the service sophistication model

customers

address omnichannel engagement

Definition/Service sophistication model: A tool to help organisations assess and understand the complex mix of strategies they need to deliver a specific service experience. Deliver anywhere, anytime service that builds loyalty Customer expectations are evolving fast. To stay relevant, organisations need to make seamless service look simple and solve customer problems before they happen. When customers engage with you exactly how they want, they expect: • Support anytime, anywhere, through the channel that works best for them. • Consistent service outcomes and support quality, regardless of channel or service need. • Agents ready to assist with complete context – engagements, account details, service history, real-time sentiments and recommendations. • Engagements that feel personal, with seamless connections to resources. • Intelligent self-service that’s fast, easy and convenient. It can be hard to keep up – but your business is worth the effort and investment. After all, consistently excellent service builds the kind of loyalty that turns customers into raving fans. But it doesn’t just happen on its own, even with the most advanced, ever-evolving solutions at your fingertips. To deliver what customers expect on the channel they demand, service leaders need a comprehensive and thorough approach to omnichannel support. We hope this book guides service leaders to assess, plan for and elevate their customer engagement. Introduction 3 Service sophistication model Level 1 Cost-centric Address basic needs with simple, standard processes. You’re set up to handle basic service needs – but complex issues can lead to poorly defined, reactive processes and slow responses. Level 2 Metric-centric Make measurable improvements by organising digital capabilities. You’ve invested to keep pace with competitors and require less effort from your agents and employees to help customers, but your ability to aggregate and analyse information is limited. Level 3 Data-centric Enable proactive service and a growth mindset with insights from data. You’re shifting your focus from minimising costs to fostering opportunities and building relationships with proactive support, self-service and automation to help resolve customer issues. Level 4 Profit-centric Use AI insights to clean up inefficiencies and intelligently predict issues. You’re a market leader with a differentiated service platform and customer-obsessed approach. Level 4+ Future-centric Optimise service support to focus energy on aspirational goals. You’re looking a few years ahead to where capabilities are going – innovating beyond market-leading services. Chart your customer engagement path Whether you’re beginning with standard, basic customer care services or a mature enterprise on the cutting edge, the service sophistication model provides a 4+ level framework to meet customers where they are. By using the model to help plan your transformation, your organisation can achieve greater value and ROI with fewer technology investments. The service sophistication model applies to both customer service and contact centre management, and covers the solutions needed to deliver exceptional customer care through end-to-end service operations. World-class customer service organisations have successfully increased their customer satisfaction, engagement and experience by implementing these service capabilities – connecting teams, service workflows and processes across their organisations to provide a more complete view of customer and service engagements. Service sophistication model 4