How to optimise your online customer service in 5 steps
The idea that online customer service is merely an aspect of customer services is a thing of the past. Social media are everywhere in today’s society, and this means that there are plenty of opportunities for marketing, sales and service. The webcare department is the eyes and ears of your organisation. But how do you get the most out of it? With these 5 steps, you will bring your service to the next level!
1. Go for maximum accessibility
The foundation of online customer service is the communication between your organisation and the customers. Because of the overload of channels, it might be challenging for an organisation to decide which channels they should use. The answer is simple: creating an omnichannel strategy. This doesn’t mean that you’re expected to be present on every channel, but that you get the most out of each channel’s unique features.
2. Proactive online customer service: use the potential
But there’s more. Online customer service is more than just a service alone. It also means using the potential that proactive service has to offer. When you’ve organised your customer service software in such a way that you can monitor your company’s name and relevant topics related to your organisation, you’ll be able to signal customer questions or identify sales opportunities in a proactive manner.
The example above illustrates how Schiphol Airport monitors more than just the messages directed to them alone, with the help of a mention. By responding to the question of this worried father, whose daughter had been stranded, the airport attempts to come to his rescue. Despite Schiphol not being able to offer any direct help, the father can certainly appreciate this helpful reaction.
3. Data analysis for improvements
In order to get a better idea of the KPIs in the field of online customer service, accurate reports are of the utmost importance. In addition, the online customer service reports enable you to make the effectivity and efficiency of communication measurable, and you will also be capable of collecting customer feedback in a structural manner.
Good analyses will provide you with insight into, for example, the number of answered questions or complaints, reaction speed, positive and negative feedback, the volume of each channel, activity within and outside the service level scope, and the image of your brand or product.
4. Chatbots: what’s the added value of technology
There’s no doubt that chatbots are immensely popular. They’re here to stay, and the most creative solutions for using them are already being developed and put into practice. Apart from the question-answer chatbot, which has been around for years, there are many other options available. These include a chatbot that deals with primary customer contact, a chatbot that can serve as a work planner for service agents, or a more process-based chatbot that can outsource routine work behind the scenes.
It’s especially important to be aware of the purpose that you want your chatbot to serve. Make sure the chatbot performs one specific task properly, instead of multiple tasks poorly. And don’t forget to use the available data, so you can test whether it’s cost-efficient to use a chatbot for a certain task already far in advance.
5. The webcare strategy for progress
In order to implement the above mentioned steps successfully, you should create a good customer service strategy. This strategy should contain your guidelines for clear communication. What will you do in case of emergency? In what tone of voice do you speak to your customers? How do you deal with complaints, compliments, factual errors or ordinary questions? It’s best to give your employees a say in this.
“Develop the tone of voice in collaboration with the employees at customer service. That’s how you create personal responsibility and internal support” – Marcel Vergonet, Client Consultant at OBI4wan
Today, service is the decisive factor of your organisation. The above mentioned steps for optimising your online customer service will eventually also contribute to your social media marketing. After all, social media do not only offer opportunities for your service, but also for sales and marketing. That’s why it’s important to be aware of how you can get the most out of your social media channels and use them to your advantage.
Would you like to get started with optimising your webcare right away, following this article? Please have a look at our whitepaper, in which we explain in more detail the 5 steps for optimising webcare in more detail. Download it now or contact us for more information about what’s possible for your organisation!