Craig Charles Webster, head of marketing, Americas Infobip, discusses how to implement communications strategies to boost overall customer experience during the ongoing holiday season.
The busiest and most joyful time of the year for Americans is upon us. It is crucial for retailers to nail down their communications strategy to ensure a happy and successful season. As the pandemic continues to shape our day-to-day lives, more people will continue to shop online— leading to an increased need for positive customer experiences in the digital realm.
This need sparks the most important question for retailers this year: How can we efficiently manage the increased volume of customer service inquiries without sacrificing customer engagement and satisfaction?
Many may turn to chatbots, but according to a survey by InfobipOpens a new window , 60% of shoppers say they would be angry if they found out they were talking to artificial intelligence (AI). The key to not ruining your customer experience through implementing AI is to offer a diverse communications strategy. If your customers only have one way of reaching you, and it is through an automated chatbot, it is quite likely the customer will end up frustrated when the AI does not understand their needs. To help retailers navigate this busy time, below are tips and tricks for implementing a solid and successful communications strategy.
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Streamline Contact Centers Without Sacrificing Satisfaction
- Centralize customer support interactions
A disorganized network of communication streams can lead to severely inefficient contact centers. Cloud-based communications software offers a simple solution by organizing a customer’s conversation history all in one place. This streamlines communications by equipping customer service agents with all the relevant information needed to address a customer’s concern. Without cloud-based communications software, the customer may be forced to repeat themselves, which is not only a waste of time but something that will clearly lead to a disappointing and frustrating experience.
- Utilize automated messaging
Automating messages, wherever possible, saves time for both the customer and the contact center employees. Generally, it is also an option that has more pros than cons. For example, the overarching con related to automated messages is that they cannot replace humans. To get the best out of it, it is crucial to have a team monitoring conversations and jumping in when needed. By implementing chatbots, customer support agents will be able to reduce the amount of time spent on frequently asked questions and handle more complex customer service needs. Also, if you have automated one conversational track, you can easily translate it to other channels. Why double your contact center’s workload when you can easily plug and play with one set of messaging?
- Utilize chatbots—the right way
To get the most out of automating conversational interactions, retailers should consider implementing AI chat messaging technology. Considering some customers are wary of this tactic, it is extremely important to include an option to speak with a live representative to provide the best possible customer experience. According to a CCW special reportOpens a new window , 84% of businesses believe AI chat messaging technology will become more impactful over the next five years. Moving forward, they will be essential to lessen the burden of customer service employees by handling tedious tasks and basic customer queries while allowing agents to tackle more complicated customer needs.
Additionally, with the incorporation of existing customer information and data, chatbots can offer more personalized messaging that takes into account their previous behaviors and preferences.
- Do not forget about messaging apps
In addition to offering SMS, email, and call-based customer support, it would prove smart for retailers to include chat apps like WhatsApp and Facebook Messenger into their customer engagement offerings. They offer rich media capabilities, such as the ability to send quick-click menus, images, location information, and call-to-action buttons to consumers. As a result, they foster the best possible customer experience. Another benefit that chat apps provide is the ability to create a branded business profile for communication purposes, rather than using an unfamiliar phone number to reach customers.
Such apps also complement the automation process, as they enable chatbot technology to answer frequently asked questions through their platforms. Incorporating the likes of WhatsApp and Facebook Messenger into your strategy will only improve the customer experience. By meeting customers on apps they download for personal use rather than forcing an interaction on a platform they are not familiar with, you are meeting them in the middle – something everyone can appreciate.
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- Have a live chat available on your website
Live chats are always important to have because they eliminate the need for phones in certain instances but still provide immediate responses to customers with urgent inquiries. A separate benefit of live chats is ongoing engagement – customers can engage with the brand and browse through the website, all while chatting with a customer support agent. Not only does this impact customer retention, but it can urge them to make a purchasing decision in the moment, rather than hours later when a typical support query would be answered.
While many retailers may have a few of these solutions in place, implementing all of them within a more holistic strategy can boost customer engagement while reducing unnecessary volume and friction within help centers. Following these best practices will help both the customer and brand interact more effectively and pleasantly.