Going through a digital transformation can mean a lot of things for businesses — moving operations to the cloud, integrating systems or simply being more forward thinking and innovative in general. One component of a successful digital transformation that should never be ignored is dedicated service and consistent engagement with your customer base.
Today more than ever, consumers have high expectations around how they receive service from a brand. In my company’s recent Customer Service Index, we surveyed more than 1,000 Americans to determine insights that can help businesses develop better customer service strategies that, in turn, can result in higher satisfaction, retention and increased sales.
Many would argue a key step of going through a digital transformation is adopting analytics throughout a business. When it comes to customer service, analytics can be used by cloud contact center agents to review a consumer’s history with a company, such as previous shopping transactions. Taking advantage of this data is a smart way for businesses to offer better service to their customers by providing predictive recommendations, and making the experience more seamless and personal overall.
Data is key when it comes to digital transformation, but it is also a key element in cybersecurity. As cybersecurity worries grow, many companies assume people prefer to keep their personal data protected and think consistent use of analytics has the potential to turn customers away. But in fact, more than three-fourths of the index’s respondents (77%) said they are comfortable with a company using their past purchase history if it results in a high level of customer service. Especially during the busy holiday shopping season, consumers, such as myself, want their experiences with a business to be stress free and worthwhile, so retailers should place emphasis on how to make their customer experiences stand out against the competition.
Here are some other key statistics from the survey that highlight the importance of customer service:
The companies that will experience the most positive and rewarding results will be the ones that combine the two initiatives and take an innovative approach to building a loyal, happy customer base.
Niki joined Five9 in February 2017 as Vice President Corporate Marketing. Before Five9, she spent 5 years at Polycom as Vice President of Corporate Marketing. During that time, she created an industry award-winning function, focusing on innovative programs of reciprocal education and influence, which resulted in key insight and strategies that shaped company strategy, impacted revenue and shaped market perception. Prior to Polycom, Niki spent over a decade at Cisco Systems in numerous marketing leadership functions across services marketing, corporate marketing and corporate communications. Before making a move to tech, Niki worked in B2C marketing, representing global brands Porsche and BMW. She also serves as an advisor to Radius Intelligence and sits on the marketing advisory board for the CMO Council. She holds a bachelor's degree in communications from the California State University East Bay. She is married with 2 children and based in the bay area at Five9’s headquarters.
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