We’ve all had disappointing customer support experiences before, and this is primarily because of the lack of context. We might have had to repeat our concerns to support agents in different teams to get a simple resolution for our issue. Customer relationship management (CRM) solutions such as Kapture are designed to solve this problem. They help in adding intelligence and context to customer service through advanced machine learning capabilities. In addition to creating happy customers, CRM platforms save significant time and costs to enterprises.
After helping many companies globally develop a winning customer support strategy, I can list some of the ways in which Cloud CRM systems can provide enterprises with end-to-end customer support automation services, helping them have well-rounded customer support strategy:
Smart ticket management customer-centric companies process a large number of customer inquiries and support requests daily. Providing instant, contextual resolutions to these requests/queries goes a long way in delivering delightful customer experiences. To illustrate, an e-commerce company could have three customers reaching the company with three different queries (one about an order delivery, one about a refund, and one about payment failure) through different communication channels (call, email, and live chat). An intelligent CRM can analyze, route, and even resolve customer tickets based on certain factors such as agent availability, skills, zip code, etc.
Contextual customer service
The better companies understand their customers, the better they’ll be able to serve them. Customer support automation platforms analyses and centralizes essential data such as customers’ past purchases, interaction history, product preferences, customer lifetime value, etc., to help support agents get a 360-degree view of the customers they’re serving. This way, when a ticket is assigned to a new support agent, they are entirely aware of the customer contact details, their request, and business history.
Through an AI chatbot integrated with a CRM, enterprises can proactively engage with customers worldwide without limitations of language or physical location. These bots possess contextual awareness, helping businesses stay connected with customers at all times.
Streamlining knowledge & learning management
In this digitally connected world, data is the new currency of businesses. Centralizing critical data on a knowledge management system (KMS) can help seamless data flow. Think of KMS as a digital library. Employees of a company, including customer support agents, can easily access any required information on KMS. This information (text, videos, FAQs, etc.) could include product-related data, company policies, sales collateral, among many others. This type of easy access to crucial data can help employees stay informed and updated at all times.
Through a learning management system (LMS), enterprises can automate the process of training and onboarding employees. On LMS, you can assess employees quickly based on tests, quizzes, etc. KMS and LMS systems can be easily leveraged by enterprises of all sizes across many industries.
Powering automation through self-service
Self-service is fast disrupting the customer support space. This technology helps customers find answers to common questions and perform actionable tasks with no agent dependency. A self-service portal, which can be deployed on a website or a mobile app, reduces customer wait times while significantly reducing operational costs and the support workforce.
Powerful analytics for the win
CRM-generated analytics is vital for growing enterprises. Through these analytics, you’d be able to track and measure key sales and support metrics such as first call resolution (FCR), average turnaround time (TAT), customer satisfaction rates (CSAT), agent productivity, etc., in one place. Regular overviews of these metrics help you stay on top of your teams’ performance effortlessly.
CRM platforms powered by cutting-edge technologies like machine learning are changing the face of customer service. In a bid to keep up with changing customer trends and demands, businesses must have an intelligent CRM strategy in place.
(The writer is a Co-founder and Vice President at Kapture CRM. With over 14 years of experience, Tewari is currently leading the charge to increase the global footprint of Kapture CRM)