Consumer messaging is common in C2C (consumer-to-consumer) engagements. But it is also gaining popularity in B2C and B2B interactions, notably those involving customer support. The dos and don’ts for customer service communications. However, are just beginning to surface because it is a relatively new field.
Based on our work with high-profile clients, here are some best practices for delivering digital customer support at scale.
Whether to text or not to text
Check to check if your present and potential clients utilize texting for customer support first. You can either conduct your own survey or review pre-existing information from a third party. More than older customers, millennials and Gen Z utilize messaging.
You might need to put it into practice in order to “keep up with the Joneses” if your sector is competitive.
When a tsunami strikes, how can customer service messages be scaled up? A recommended practice would be to create and implement a framework to prioritise the queries by scoring them based on variables like the customer value (which should be simple to find as the customer is already identifiable by the smartphone number) and the query’s criticality.
Based on these ratings, the company may choose whether to handle customer interactions in an automated or manual manner, or a combination of the two.
For questions with higher scores, a “human-heavy” option would be more suited, and for queries with lower scores, an automation-heavy mode would be better suited.
For high-score enquiries, the company should make sure to meet or beat the customer’s cadence.
Human safety nets should be included in automation
You can handle low- to medium-complexity message inquiries with a virtual assistant. But make sure that users may escalate with all relevant information to a messaging service with human assistance. A single multichannel consumer interaction platform will be necessary for this.
In order to create the correct expectations for the customer. It may also be a good idea to make it clear to them how you will be conducting the interaction, whether through a chatbot or a human.
Reject the silo
In the realm of texting, conversations are even more fractured and gradual. Additionally, when addressing a problem, the consumer may move to other message and non-messaging channels.
For a seamless customer experience, it is crucial for agents to get a 360-degree perspective of the discussions across all touchpoints. Another unconnected silo is the last thing either the client or the agents want.
In addition, the infrastructure for “reactive” customer service messaging must be integrated with proactive message notifications.
Once more, search for a solution supplier who provides an integrated platform for omnichannel communications and consumer engagement.
Clueless Messaging Is Worse Than No Messaging
Make sure your chatbot and human agents are supported with a knowledge base and guiding technologies, such as AI reasoning, just as you would with any other channel.
Make Each Messaging Channel Customizable
Each messaging platform has its own set of capabilities. Such as rapid answers in Facebook Messenger, choose lists, time picker controls, and rich links for Apple Business Chat.
The channel should be automatically detected by your customer interaction system, and replies should be tailored for these touchpoints.
The messaging industry, which resides synchronously between chat and email, has to address several operational issues:
- How are metrics like Time-to-Resolution (TTR), First-Contact Resolution (FCR), and Average Handle Time (AHT) measured in a stream of ongoing conversations?
- How are workloads distributed across agents?
- How do you keep the discussion flowing between agents?
- In the instance of a human-assisted message, what would be the Goldilocks cadence that maintains customer satisfaction while maximising cost?
For instance, compared to a health insurance company that targets older age groups. A retail brand targeted towards Millennials and Gen Z may use more casual language, emojis, and a quicker message cadence.
Choose an Effective Solution Partner
As was previously said, a unified customer support approach should include communications. Ask the crucial inquiries:
- Does the provider provide a cohesive, omnichannel suite that is centred on digital?
- Can they expand to accommodate growth?
- Do they provide a solution backed by knowledge in tried-and-true best practices, or do they merely sell technology?
- Do they provide a risk-free, secure method for testing the solution in a free production pilot?
Make “Build and they will come” known
This won’t work for you and it won’t work for anything else.
The cost per interaction will be lower than that of a phone call because customer service messaging can frequently be used to divert calls to self-service (for example, an Bulk SMS service message with a contextual link to self-service can be sent to a consumer on hold at the IVR, or a messaging conversation can be driven by a chatbot).