Did you know that 32% of consumers consider the telephone to be "a frustrating channel". (Aspect/eMarketer study). It can also be for the company, given that it's the most expensive communication channel.
Today's customers are turning to new tools to communicate with companies, such as social networks. The company must integrate this Digitalizing customer relations to build customer loyalty. This is a real challenge, but also an opportunity for the company to optimize its costs while preserving the quality of its customer relations.
What is the digitalization of customer relations?
An email, a mention on twitter, a private message on Facebook: so many points of contact which the company must fully exploit to meet new consumer demands and win their loyalty.
For a company, digitalizing customer relations means.., integrate new uses and channels of digital communication (social networks, email, chat, etc.) in its acquisition strategy and customer loyalty.
The Internet and the dematerialization of the economy are indeed leading to a change in consumer behavior. Thanks to the availability of information and mobile devices (tablets and smartphones), they are better informed, able to obtain information quickly and, therefore, more demanding. Transparency, friendliness, responsiveness, speed, efficiency: so many issues that the company must master as part of its customer relationship digitalization strategy. Fortunately, the digitalization of customer relations also presents many opportunities for the company itself.
Digitizing customer relations: what are the benefits?
Digitizing customer relations has many advantages for companies:
- Cost optimization : Phone calls are the most expensive communication channel. You can reserve them for complex requests or offer them through a premium subscription, while managing customer relations via digital channels, for example.
- Greater visibility : By multiplying the points of contact between your company and your customers, you enhance your online presence and, consequently, your brand awareness.
- Customer acquisition and retention : These channels not only allow consumers to contact you, but also offer the opportunity to build a positive customer relationship. This could include producing content on a blog or social media, sending periodic newsletters, or SMS for special promotions.
Despite these many advantages, the digitalization of customer relations also represents a challenge, as it is necessary to understand the new uses and digital channels and integrate them into your customer relations strategy from an omnichannel perspective. It is therefore advisable to follow a roadmap for implementing and successfully digitizing customer relations.
Digitizing customer relations: how to succeed?
Once the preserve of the mail and telephone, customer relations are becoming more modern, using a variety of communication channels. In this respect, digital tools such as email, social networks and chat are highly sought-after by consumers. Companies must therefore fully integrate them into their customer relationship digitalization strategy, by promoting a multi-channel experience.
Promoting a multi-channel customer experience
The means used by consumers to communicate with brands have evolved at the same time as dematerialization. Facebook, Twitter, chatbot or instant chat: all new channels that it is essential to integrate into your customer acquisition and loyalty strategy.
Indeed, in 2020, a customer had recourse an average of 4 communication channels for its exchanges with customer service; a figure up 25% on 2019.
Customer relations must therefore be viewed from a multi-channel perspective. This means increasing the number of points of contact and mobilizing more tools, such as social networks, instant messaging and videoconferencing.
Use outsourcing to acquire and retain customers
Faced with this need for flexibility and multi-channel responsiveness, the process can be cumbersome internally for the company. It can then rely on outsourcing to optimize costs and concentrate on its core business, without neglecting the quality of customer relations.
Outsourcing involves delegate part of its activity to an external service provider. This means delegating customer relationship management.
First of all, this allows the company to optimize costs, as it doesn't need to carry out recruitment or dedicated training sessions, and doesn't have to manage the related staff absenteeism.
Although the process is outsourced, the company retains control thanks to a preferred contact for external service provider. In this way, it can communicate on the evolution of its activity, and request reinforcements in case of occasional need, for example.
The contract is flexible, offering real flexibility to the company, and its customer service can therefore quickly adapt to new constraints and demands, for example in the event of an increase in activity. Conversely, if the process were internalized, the company would not be able to demonstrate the same responsiveness... a deterioration of service could then result.
Outsourcing the digitization of customer service is also a way of meeting the quality imperatives consumers are looking for. Indeed, 64% of consumers choose a company on the basis of the quality of customer relations offered. The operational capabilities of the external service provider and the expertise of our call center agents form a responsive, available and competent customer service team. !
Would you like to outsource and digitalize your customer service? Expert in multi-channel customer relationship, Vivetic Group provides you with customer acquisition and loyalty solutions across the entire value chain. At every stage of their purchasing journey, customers benefit from a positive, personalized experience. Contact us to find out more!
