Increased Demand for Digital Customer Service
There are four main reasons companies pursue a digital customer service strategy:
Forrester’s executive report, The Digital Customer Experience Improvement Playbook, succinctly sums up the current state of affairs for customer service:
“Customers demand that their digital interactions with your brand be seamless and span devices; that they be able to engage with your brand whenever and wherever they’d like; and that every encounter meet their needs in the moment.”
Companies are adopting a digital-first approach to meet customers wherever they are. Customers demand their channel of choice, whatever that channel may be, to engage with a company. That’s why so many service and support leaders across all industries, in companies of every size, are offering digital channels like SMS, WeChat, and Facebook for customer service and support.
As consumers seek companies that are easy to engage with, competition continues to offer more options. Customer service organizations are rapidly adopting digital channels and capabilities to meet customer needs and set them apart from their competition.
Gartner estimates that live channels such as phone, chat, and email can cost an average of $8.01 per contact vs. $.1o to serve on digital channels. Service and support leaders who use these channels as their primary customer contact methods are under pressure to reduce the cost to serve customers.
The 2019 holiday season saw mobile sales via smartphones break the $3 billion mark according to TechCrunch; up from the $1.5 billion spent on Cyber Monday a year prior. Scaling resources to meet increased demand, especially from consumers that instinctively reach for their mobile device to engage with companies throughout their entire purchase, is another reason digital customer service is on the rise.
Leaders facing these challenges turned their focus to improving how, when, and where they serve their customers across digital channels with the intent of putting the customer at the center of it all.
And by doing so, they have impacted their business by:
- Engaging with customers they normally would not have reached
- Differentiating themselves with easy and convenient access for customers
- Reducing costs with the shift from phone calls to digital
- Increasing customer satisfaction with much preferred digital channels