Digitalized Customer Service: The Right Way
Digitizaling customer care can lower costs while increasing customer satisfaction – if done right.
We would put money on the fact that you’ve got some favorite brands that have gone “all in” on digital customer care. Far beyond call centers, many companies offer multiple channels for customer service. These options, if actually helpful, are great for consumers – everyone can choose his/her favorite channel. But the reality is, choosing, developing, and maintaining so many venues for customer care can be challenging for an organization.
The rewards are obvious. A McKinsey study found that customer satisfaction increased almost 20% going from entirely “traditional” (phone, mail, email, etc.) interactions to 100% digital.
The same study claimed that digital chats cost about half (56%) of what traditional customer care options cost, online forums and FAQs cost 12% of the traditional baseline, and community solutions cost just 9% of baseline. Staggering.
These solutions offload significant amounts of repetitive work from human employees, but they do still require human intervention. With the advent of AI, specifically Natural Language Search, which doesn’t require well-organized or “structured” data in order to produce great results, there are even more options for digitized customer care – some of which entirely free human customer care reps from monotony to be creative problem-solvers.