ARCHIVE FOR THE ‘customer-satisfaction-and-expectations’ CATEGORY

Channel partners can impact on delivery of  appropriate levels of customer service and support.  Yet, establishment of a channel partner relationship can be a very difficult, time-consuming and highly political business endeavor.  Bill Pollock, President, Strategies for Growth, suggests five key steps to creating successful alliances.

Many services organizations have begun to use channel partnerships to enhance their ability to reach, and support, an expanded market base. However, the use of such indirect business channels requires that the organization takes its partnership role very seriously in order for it to bring forth the desired marketing and economic benefits. This becomes particularly true with respect to the potential impact of the channel partnership on the company's ability to ensure that its ultimate customers are receiving the appropriate levels of customer service and support throughout the entire customer service process.

The true test of any services channel relationship may be measured in terms of answering the following three questions:

1. First, will the channel partnership allow the business to more efficiently provide the products and services that correspond with the ultimate requirements of the marketplace and, consequently, are also valued by the dealer/distributor and VAR communities;
2. Will the partnerships into which the business enters be of value for all participants, providing leverage for each to gain additional market share and/or attain additional revenue; and
3. Will the ultimate customers (i.e., end-users, equipment operators, consumers, et al) receive sufficiently high, and consistent, levels of customer service and support.[/ordered_list] 

Most businesses that enter into such partnerships believe that within each channel relationship, they can provide valuable assistance to their partners by assisting them in:

• Creating a sales and marketing infrastructure whereby they can more easily deliver the product and service offerings that they wish to provide to their own customers;
• Facilitating the launch of new product and service offerings to both existing and prospective market segments;
• Continually expanding, and improving upon, each partner's respective product and service offerings; and
• Offering both an existing customer service infrastructure as well as guidelines for supporting their partner's customers with the desired levels of service and support.Place your list items here

However, the establishment of a channel partner relationship can be a very difficult, time-consuming and highly political business endeavor. As such, it is critical that a formal process is involved in moving forward. This process may involve the following steps:

1. Partnership/Management Meetings

The first meeting between an organization's key executives and its potential partners is critical to initiating the partnership process. The result of this meeting will also determine the direction and speed with which the two organizations will pursue reaching their partnership goals, including identifying the degree of interest in alliance between the companies; generating enthusiasm for the rollout of the product and service offerings to the partner's customers; developing a consensus on the objectives, next steps and timeframe; agreeing on the levels of service and support to be provided; and establishing a formal agreement.

2. Establish the Alliance

Establishing the actual alliance is what sets the partnership in motion. At this stage, the objectives become to conduct the internal (i.e., partner) launch; ensure that the sales forces are entirely aware of, and educated about, the joint product and service offerings; and that they are able to consistently articulate and deliver the benefits of the joint offerings to the targeted customers. It is at this stage of the partnership process that the policies and procedures for delivering "seamless" customer service and support, across all company/organizational boundaries, are also established.

3. Generate Market Interest and Demand

Once the initial steps have been successfully completed, the program focus should shift to the generation of market interest and demand. The primary goal of this step is to generate awareness of, and demand for, the product and service offerings from among the partners' joint customer bases. The primary issues addressed as part of this step are the identification of the key influencers and sources of information for the purchase decision makers; implementation of ongoing programs of communications with customers and other market influencers; formal market launch of the product and service offerings; gathering of feedback/response from external audiences; communication of that feedback/response to appropriate internal audiences; and development of customer testimonials and references to be utilized in ongoing marketing programs.

4. Identify Segment Priorities

Based on the results of the previous steps, the objective should now focus on the identification of the targeted customer segments that most value the partners' "new" product and service offerings, and what specifically are their needs and requirements for customer service and support. The key issues to be addressed here include defining a common set of needs and requirements to be fulfilled by the product and service offerings; identifying common characteristics with which to categorize and describe the key customer segments; focusing all marketing, sales and customer service activities on these defined priorities; and capturing new business development opportunities in other areas as they occur.

5. Refine Product and Service Offerings

The final step is actually the first step in revisiting all of the actions and activities that have led to this point. The primary mechanism for ultimately refining the product and service offerings, and the corresponding levels of required customer service and support, is to incorporate the principal issues of customer feedback and response directly into the partners' respective portfolios.

Overall, supporting the ultimate customer may involve all of the organization's channel partners. The most successful channel partners will be those that can maximize the impact of their relationships once they have successfully completed an effective process for selecting the most appropriate partners at the outset; arranging for the establishment of mutually beneficial partnership agreements on a contractual basis; developing and implementing a plan for working together; establishing reciprocal programs for ensuring consistently high levels of customer service and support; and jointly marketing and promoting the full portfolios of each of the partners' products and services.

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A new study by LogMeIn and Ovum reveals a significant disconnect between what today’s mobile, always-connected customers have come to expect from customer service and what contact centres are delivering.

Although businesses are fully aware of new behavioural trends among customers, not all of them are tailoring their customer service experience to match customers’ needs. Over 50% of customers surveyed believe that the ability to reach the right representative has worsened over the last two years. As a result, 84% claimed to have stopped doing business with a brand following a bad customer service experience.

The key findings also show that mobile, web self-service and chat are rapidly growing channels for customer support. Over the last two years, the number of customers using a mobile phone for support calls doubled to 40%, the use of mobile apps has more than tripled to 16% up from 5%, and the number of customers using live chat has almost tripled to 29%. Both customers and businesses look at Internet of Things as the next asset to support technical queries and ensure smooth customer experience, with 34% of surveyed businesses claiming they have IoT-ready devices.

Conducted by Ovum Research, a leading global technology research and advisory firm, on behalf of LogMeIn, makers of the popular customer engagement tools, BoldChat and LogMeIn Rescue, the survey explores the connected-consumer’s expectations for customer service and how those expectations compare with what contact centre managers believe and are prepared to face.

Other key findings include:

• Time taken to reach an agent is the biggest customer complaint:
65% of customers want easier access to representatives as they are most frustrated with time taken to reach a representative and resolution time. Long hold times and automated service menus continue to irritate customers who are keen to get fast resolutions to their problems. This explains why many are turning to the web for support inquiries, with contact centres seeing almost 45% of interactions coming from channels other than voice.
• Customer service relationships directly impact loyalty:
84% of customers claimed to have stopped doing business with a brand following a bad experience. Businesses need to pinpoint the cause of customer dissatisfaction and make changes to improve retention and protect their customer base.
• Customers look to web and mobile for answers first:
71% of customers said they use the web to look for information always or most of the time before contacting customer service. However, only 31% of managers believe that their customers frequently use the web before calling, showing a big discrepancy. Managers need new tools to track web behaviour and link it to live customer interactions.
• Use of email and web chat continues to grow:
The number of customers using live chat and email has almost tripled over the last two years. As this number increases further, contact centres must be ready to handle interactions in non-voice channels, but also to provide quick resolution, as resolution rates are lower for support inquiries across non-voice channels.
• Live chat is a promising channel for support interactions:
Not only does it offer fast access to agents, but it is efficient because agents can handle two or three chats at the same time. It can also be used on mobile devices, using links from a mobile application or site, and agents can link customer web behaviour to a chat interaction so agents are more readily aware of particular behaviours.
• Managers understand that waiting times are an issue:
Managers do realise that customers need quick resolutions to their problems, as their top priorities for 2015 are agent training and improving resolution times. They track resolution times and customer satisfaction among other metrics in order to improve connectivity between agents and customers, whether through new or traditional channels.
• The Internet of Things shows potential for technical resolutions:
 The Internet of Things is not completely understood by customers, as 50% of customers said that they didn’t believe it to be necessary or would be uncomfortable with connecting their devices. But 25% would be willing to use it if it means solving technical issues quicker. Contact centre managers, however, are familiar with the benefits of connected devices and are keen to resolve issues remotely, as 34% of the surveyed said that they have devices that can be connected to the Internet and out of those respondents 88% currently offer connected versions of those products.[/unordered_list] 

"This dual perspective study confirms that customers are increasingly using digital channels for support, especially if they know they can get faster resolutions and responses. It also indicates that businesses need to adapt their service tools to match customer needs and improve access to live agents,” said Aphrodite Brinsmead, Senior Analyst at Ovum. "Contact centres should invest in technology to understand cross-channel behaviour and link customers’ digital interactions with their profiles and case records. By optimising online support and guiding customers to the right channel for their issues, businesses will be able to improve resolution rates and customer satisfaction.”

“Today’s highly mobile customers are empowered to seek out support from multiple touch points and have come to expect a response through those channels in minutes, let alone hours. Yet contact centres are not equipped to provide the fast resolutions their customer’s desire. This research provides an insightful view into the needs and frustrations of these mobile customers, giving contact centre managers the opportunity to invest in the correct tools and prioritise their support channels,” said W. Sean Ford, CMO of LogMeIn. “We believe that live chat benefits all parts of the business, particularly when added to websites or mobile applications and therefore should be a priority for contact centre managers.”

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The main difference between being able to make unhappy customers happy, and happy customers even happier, is the point of initiation. At least with unhappy customers, even if you do not know why they were unhappy before contacting them (or having them contact you), you can rest assured that you will get the chance to learn very quickly writes Bill Pollock, President of Strategies for Growth^SM

Ironically, however, it may actually be a bit more difficult to make a happy customer even happier than it is to make an unhappy customer happy in the first place – and you certainly would not want to accidentally do something wrong that might make them unhappy instead.

It’s all a matter of listening, understanding, responding effectively and working under the auspices of an intuitive set of guidelines that should largely come as second nature to the vast majority of the organisation’s customer contact personnel (including yourself).

What we have seen from our research is that the best approach for making happy customers even happier is to focus on the following guidelines:

• Make sure that you and your customer services team understand how the customer uses its systems and equipment as part of their ongoing business operations – make suggestions occasionally on how they can improve efficiency, save some money, go green or reduce waste, etc.
• Take steps to better understand the difference between the customer’s wants and needs – provide them with targeted information and advice that they can use to concentrate more on what they “need”, rather than on what they think they “want”.
• Understand the customer's plans for future expansion, downsizing or consolidation – make the appropriate recommendations for updating and/or modifying their existing service level agreements, or upgrading to newer or different models and technology.
• Keep track of the things you have done in the past to make them happy – do more of the same, and learn what other things or actions would also make them happy.
• Customers love to feel they are getting something for nothing – any documentation or materials that you believe may help your customers to utilise their systems and equipment more efficiently, or provide them with additional product or service information, will generally be gladly accepted.
• Customers also love to hear what other users like themselves are doing with their equipment – so, without divulging any customer-proprietary information, occasionally provide your customers with examples of what some other companies are doing, again, to improve efficiency, save some money, or reduce waste, etc.
• Provide your customers with new product or service information before it is otherwise widely distributed or disseminated – customers always enjoy receiving information before it is distributed to the general public.
• Share your organisation’s thought leadership collateral with your customers – most customers especially like to be made aware of White Papers or Case Studies that help them to understand the enhanced value propositions of the equipment and services they are using, or how their peers have benefited in ways they may not have anticipated through the use of your products and services.
• Provide a more "personal" side of your communications with your customers in order to establish a closer, and less formal relationship – but, be careful not to get too "personal"; just close enough so they feel they can depend on you to act as their surrogate within the company whenever a problem becomes larger than what both you and they, can handle by yourselves.
• Strive toward making your relationship with your customers a true "partnership", rather than just merely a “vendor-customer" relationship – this is the true essence of Customer Relationship Management, or CRM.

Of course, all of these guidelines are merely just words written in a magazine article; the true test can only be exercised by you and your customer and technical support teams on behalf of the customer.

In any case, you should always feel comfortable in relying on your own instincts in order to initially assess the situation, determine the appropriate course of action, and override any of these (or any other) guidelines on the basis of your accumulated expertise and experience.

If you are truly going to succeed in establishing – and maintaining – a strong relationship with your customers, then you must first have both the capability and the confidence to use your own judgment in taking the specific actions that will make your happy customers even happier.

 

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Resource Type: White Paper
Published by: mplsystems
Title: Seven Key Steps to Achieving Customer Service Excellence in the Service Industry
Download: Click here to download this white paper
By downloading you agree to the T&Cs listed available here

Synopsis:

Over the last few years we have seen major change in nature of our customers; they are now expecting, and demanding, much more from customer service. In fact, nearly 70% of customers will leave a business if they don’t receive the customer service they expect.

Customers are now demanding quicker response times, more visibility, more control and much more knowledge when speaking to the customer service team.

This white paper analyses what factors influence customer perception of the quality of service delivered, how we measure it and ways service business can improve service delivery.

Overview:

Topics within the white paper include:

1. Successfully measuring service quality to continually improve customer service

Increasingly businesses are adopting analytics to gain deeper insight into operational performance and customer behaviour to improve the customer experience. However it is reported that only 20% of organisations believe they have the technology and skills to gather the necessary insights to effectively measure performance.

Big Data is a buzz word making its rounds across a variety of industries and the field service sector is no exception. Over the last 10 years, field service organisations have become overwhelmed by the relentless flow of information coming in from multiple sources, in various formats and through an array of tools.

The major challenge businesses are facing is not only how to make sense of the massive amounts of data they collect, but knowing what they need to be measuring in order to improve the customer experience, as well as operational efficiencies.

2. Providing a Consistent Level of Customer Experience Across all Channels

Traditionally the service industry has primarily used the telephone as the main channel for customers to find out the status of their service request. However today’s customers have 24:7 access to an array of channels through their mobile devices and expect to able to contact a business through their channel of choice.

A more consistent, cross-channel customer service can be created by having a solution that can manage multimedia in a single universal queue (including voice, email, click-to-chat, fax, SMS, web and social media), rather than service desk agents having to deal with piecemeal technology and legacy systems that are disparate and complex.

All these channels can be placed on the agent’s desktop allowing them to see all required customer details, despite the channel they chose to contact them via.

3. Equip all Customer facing personnel with full, consistent, up to date knowledge

Knowledge is the key to providing high levels of a personalised customer experience and it is important to share this knowledge across the business and not keep it siloed within departments. Although many companies are trying to establish ways of effectively achieving knowledge share, it is common to face difficulties in keeping this knowledge up-to-date and making available to the right person at the right time.

It is important for businesses to understand that knowledge sharing needs to go beyond the confinements of the office walls and extend out to the mobile workforce who depend on knowledge sharing just as much with those in the office.

As customer facing employees and those who go out to fix problems and meet customers, it is essential for them to be able to access the information they need, when they need it.

4. Client Self Service and visibility of service status

The customer’s ability to arrange service calls or get status updates with a company is an important element of how a service organisation is viewed by its customers.

Online portals are currently the most used self-service channel within the service industry, however the functionality of these portals is still quite limited and often do not provide the customer with the control they require. One of the main problems that is limiting self-service portals is the lack of integration with existing business technology such as scheduling systems and field service engineer’s mobile device technology.

Organisations need to ensure that when implementing self-service portals, they are integrating them to all necessary back office systems to allow customers to not only access basic information such as billing, service requests or appointment booking but also allow them to make payments, amend or cancel appointments or have real-time updates of their service delivery without human interaction.

5. Motivate and train your technicians to go beyond basic repair

The field based engineers of your organisation are not just the ones who fix, prevent or manage customer requirements, they become the face of the business and one of the only employees from your business that the customers sees.

With this in mind, it is important to ensure the business is getting the most out of their remote workforce by training them in not only providing the best repair and maintenance service, but also by improving their soft skills in order to successfully communicate, listen and train customers on the products and maintenance best practice.

6. Increase help desk productivity with technical training and automation

Whilst training your engineers to carry out additional tasks such as quoting and ordering, it is also important to ensure that those on the service desk are also doing as much as they can to help improve the customer experience.

The traditional role of the service desk is to log customer requests and schedule them for the next available or most skilled engineer to go out and visit the customer. However, what if the service desk could provide some level of expertise in trying to find out more about the service request to better inform and equip the engineers and on some occasions even help solve the customers problem remotely, over the phone?

7. Stay one step ahead of the customer with proactive maintenance

The amount of reactive service requests coming in to an organisation can cause complexity for scheduling as well as effecting engineer availability, parts ordering and the amount of time it takes for the problem to be fixed.

To avoid the amount of reactive jobs being received, businesses should implement a strategy to track performance of components and analyse common faults in order to predict when maintenance will be needed.

The internet of things will also have a huge impact on service delivery and although still somewhat in its infancy, will soon be able to transform the industry

 

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Click here to access this white paper now

 

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Some really interesting statistics around CRM put together in this infographic created by Salesforce...

In many cases, there may be great differences between a customer's wants and a customer's needs; but sometimes there may actually be only very little difference writes Bill Pollock, President for Strategies for Growth^SM

It all depends on the specific customer. However, the way in which you manage each customer relationship will ultimately make the greatest difference with respect to your prospects for gaining customer satisfaction and loyalty.

Typically, the more knowledgeable customers are about the equipment they are using, the more their wants and needs are likely to be the same; however, less knowledgeable customers may not really have a clear idea of the distinction between the two.

For example, a copying machine customer may want you to clean the equipment while you are on-site if they had been noticing black marks or spots on the copies coming out of the unit; when, in fact, the main reason for the black marks may have entirely been due to a worn-out roller or other part that needs to be replaced.

In a case like this, what the customer really “needed” was clean copies coming out of the machine; however, what they thought they “wanted” was simply for the machine to be cleaned. If you had listened only to the customer, you might have embarked on a faulty corrective action with respect to satisfying their needs. Remember, when it comes to repairing the machine, you are the expert - not the customer!

 

Similarly, a customer may want you to take the machine apart and put it back together again, or replace a part that is not really defective, simply as an exercise to ensure that the copier continues to run “smoothly”. However, what the customer may really need is a more effective preventive maintenance schedule for the equipment that would otherwise negate the need to actually have to take the machine apart or perform a parts swap, etc.

In this case, what the customer “wanted” was for you to take the machine apart and put it back together again; however, what they really “needed” was a machine that would not break down in the near future as they were preparing for a major copy run. Properly scheduled preventive maintenance would have accomplished this, making any further corrective actions entirely unnecessary.

The best way for you to understand the differences between customers' wants and needs is to help them to understand the differences in the first place. It all goes back to the “Listen, Observe, Think, Speak”, or LOTS, approach.

 

By listening to the symptoms that the customer is describing once you arrive on-site, and the problems that they tell you they have been experiencing until you got there, you will probably already be in a good position to surmise what is needed.

However, upon further observation with respect to the machine, you will undoubtedly have an even clearer picture. In fact, by this time, you should probably already have a good idea of exactly what the customer “needs”.

This would also be a good time to explain to the customer what the initial diagnosis is, what you plan to do about it, and the anticipated amount of time it will take for you to repair it. By providing this information early, you can avoid running into situations where the customer is telling you they “want” one thing and being forced to tell them they really “need” another.

In other words, the best way to avoid a "debate" about what is “wanted” vs. what is “needed” is to identify the problem and appropriate course of action as soon as possible, keep the customer informed on an as-needed (or as-requested) basis, and let them know what they “need” upfront, before they feel compelled to tell you what they “want”.

 

Of course, it may not always be this easy. There will always be situations where what you feel the customer needs is not what the customer wants.

This is where an ongoing educational process between you and your customers needs to take place.

This does not mean to say that the two of you need to sit down, read the equipment manuals together, compare notes, and enter into “philosophical” discussions about equipment maintenance; but, rather, that a series of ongoing, brief discussions should take place every time you are on-site to repair the equipment to ensure that the customer understands why the machine failed, what they could do to lessen the chances for failures in the future, what the recommended "fix" is, and why your way of addressing the situation is better than their way.

Sometimes, the solution may be as simple as upgrading to a newer unit.

Basically, what the customer really wants is a piece of equipment that is always up and running, ready to use, unlikely to fail, easy to repair, easy to manage, and easy to use. The details with respect to how each of these is accomplished should really be of no consequence to the customer – although they usually are!

Your role, over time, will be to make sure that you always communicate to the customer about what is “needed” to the point where they have full faith in your knowledge and experience, and are willing to defer to your judgment.

The more communications there are between you and your customers, the quicker they will get to the point where they will defer to your recommendations, and the quicker the distinction between their “wants” and their “needs” will disappear.

 

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As self-service technology experiences rapid growth in industries such as retail and financial services, research reveals that the field service industry have been somewhat slower to adopt writes Paul White of mplsystems. 

Given that the role of the consumer has largely changed over recent years due to the consumerisation of technology, customers are now expecting to be able to have more visibility and control when it comes to interacting with a business.

Within the field service industry there is a growing focus on improving communication between the service desk and field engineer teams.

However, businesses are slowly realising that technology can also be used to improve communications with clients, offering a low effort experience that not only increases visibility and loyalty but generates cost savings.

Research carried out by mplsystems and Field Service News reveals that the number of organisations implementing self-service technology for their customers is slowly growing, with 40% of organisations offering some element of self-service technology to their customers.

However, it is clear that although there is a trend for self-service arising in the industry, many online portals and self-service technologies are still very limited in functionality with only 6.7% of respondents providing their clients with total self-service functionality.

It is clear that customer self-service technology is starting to make an impact in the field service industry, however the functionality of these solutions are still quite restricted and often do not provide the customer with the control they require.

Businesses need to make sure, when implementing self-service technology that they are integrated with other key business systems. This will provide the customer with all the tools they need to be able to action, amend and view their service requests, profile and billing.”

Therefore the key to successfully implementing customer self-service portals it to ensure they integrate with existing systems such as ERP, scheduling and engineers mobile technology. Without this integration, customers are unable to access the information they need and often continue to use the service desk to perform updates, changes and requests.

The portal needs to be able to provide the customer with the same level of service as the over the telephone, otherwise, as recent research by Software Advice concludes, introducing an online portal can do more damage than benefit if implemented incorrectly.

It is suggested that, despite the current popularity of online self-service portals, mobile app technology will rapidly become one of the most popular self-service solutions in the industry.

Research suggests that over 50% of smartphone users chose apps over phoning a contact centre and this will continue to rise as the influence of generation Y and the proliferation and innovation of mobile devices continues. However, only 5% of organisations currently offer their customers mobile apps as a communication channel into the service desk.

Nicola Millard, Head of Customer Insight and Futures at BT Technology, comments “It is predicted that by 2020 web chat and messaging via mobile devices will account for 40% of customer interaction with the service centre, whilst channels such as phone and email drop to 38% and 4%. Businesses need to prepare themselves for this channel transition by equipping themselves with the right technology.”

It is clear that the value of mobile app technology can be significantly increased when messaging capability is included. As traditional browser based web chat extends to messaging on mobile devices, it becomes possible to bring field engineers, the service desk and customers together in a virtual world, despite location or device.

When clients are speaking to a service desk agent and need further assistance, the agent can quickly open up a 3-way chat session with the appropriate expert or field service engineer from any location. Often client issues can be resolved in this way without the field service professional actually needing to visit the client site, proving cost effective and efficient for both the business and the customer.

After an award winning construction & property maintenance company implemented an integrated customer online portal, they experienced 100% business growth by being able to take on more business without having to increase resource and by providing differentiation when tendering for new business contracts.

The online portal now manages 75% of the businesses reactive job requests, significantly reducing the workload on the service desk whilst providing instant access for customers to report problems.

It is clear that the field service industry can gain many benefits from introducing self-service technology and with research suggesting that customers will continue to demand more control and visibility, implementing this solution is becoming essential to remain competitive.

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To find out more about customer self-service in the industry download mplsystems white paper: “Meeting customer demand: Evaluation of the top 3 customer self-service technologies for field service.”

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Strategies for Growth^SM  President and member of the #FSN20 Bill Pollock takes a look at what separates great customer service and good customer service....

Conceptually, the main difference between providing “good” customer service and delivering “great” customer service is that, in the former, you are probably only barely keeping your customers satisfied; while in the latter, you are not only keeping them satisfied – you are also keeping them loyal! This is a very important distinction – and one that many services providers do not always “get”.

For example, let’s say that, historically, your company – and you, as one of its personal “ambassadors” – have been working very hard to keep your customers happy.

You have striven to respond to all of their calls in a timely basis; you have arrived at their site within the contracted time in nearly all cases; you have carried the right parts with you to the service call (or have been able to obtain them as quickly as possible once the need has been identified); and you have followed up with a courtesy call whenever there has been time (and even when there has not).

 

While you may think that the sum of these activities, in and of itself, represents “superior” customer service on behalf of you and the company, some of your customers may think otherwise.

They are more likely to feel that all of these services are to be expected from their services providers – all of the time! In fact, you probably have more customers than not who think these activities constitute nothing more than “average” customer service and support, and not “great” support – and guess what? They might be right!

The companies that are generally acknowledged to be providers of “great”, rather than merely “good”, service are those that typically go the “extra mile” in the way they treat their customers.

This may include doing simple things like calling with an Estimated Time of Arrival (i.e., ETA) when they are approaching the limits of their normal on-site response times, or following-up after a service call to explain why an equipment failure may have occurred in the first place, and how to possibly avoid it from happening again in the future.

Thus, it may be that the only perceived difference between “good” and “great” customer service on the customer’s part is the way in which their service providers regularly communicate with them!

 

It is important to keep the customer “in the loop” at all times. If they are expecting you to arrive on-site to perform a repair, they also expect to know approximately when you will actually get there. If there is a problem with your arriving as scheduled, they’ll want to know as soon as possible when you will get there – they will not want any surprises!

It all becomes a matter of “ownership”; if the customer has to call you to find out where you are, when you’re going to be arriving on-site, or how long you think the machine will be down, the customer “owns” the service call.

However, if you can call the customer in advance with an ETA and, at the same time, provide him or her with some accompanying information, you “own” the call. And if you “own” the call, you also “own” the power to keep the customer informed, in line, and, ultimately, satisfied.

Service providers that merely offer “good” customer service are probably doing virtually all of the same things that those providing “great” customer service are doing. However, the single most important thing that distinguishes the “great” providers from the “good” providers, is that they also communicate better with their customers.

When the customer is happy because of you, they are more likely to stay happy with you.

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Resource Type: White Paper
Published by: mplsystems
Title: Meeting Customer Demand: Evaluation of the Top Three Customer Self-Service Technologies for Field Service
About: This white paper will explore the transitioning role of the customer in field service and how the proliferation and popularity of smartphone devices has created a demand for self-service technology in both B2B and B2C markets. It will discuss the different self-service technologies available and suggest how best to implement these solutions to ensure businesses are achieving a true end-to-end field service management solution.
Download: Download the white paper by clicking here   

Privacy policy: by registering to downloading this white paper you agree to the terms and conditions as outlined here

Overview:

Within the field service industry there is a growing focus on improving communication between the service desk and field engineer teams.

However, businesses are slowly realising that this type of technology can also be used to improve communications with clients, offering a low effort experience that not only increases visibility and loyalty but generates cost savings

Current use of self-service technology

The customer’s ability to arrange service calls or get status updates with a company is an important element of how a service organisation is viewed by its customers.

Given that the role of the consumer has largely changed over recent years due to the consumerisation of technology, customers are now expecting to be able to have more visibility and control when it comes to interacting with a business, especially with online self-service.

Taking Customer Self-Service Portals to the next level

As customers are given more visibility and control in other areas of business through online channels, they are expecting this control in all areas of life. Research carried out by US based consultancy, Software Advice, reported that whilst access to an online portal for self-service tasks such as scheduling and bill paying had the second-strongest positive impact on respondents’ likelihood to hire a field service company the data also indicated that an online portal could have the most negative impact in customers eyes.

It is clear that out of all the customer self-service technologies available, online portals are currently the most used within the industry, however the functionality of these portals is still quite limited and often do not provide the customer with the control they require.

 

One of the main problems that is limiting self-service portals providing the tools the customer needs is the lack of integration with existing business technology such as scheduling systems and field service engineer’s mobile device technology. This means that whilst the portal may provide the customer with basic information such as billing, service requests or appointment booking, they are often unable to make payments through the app, amend or cancel appointments or have real-time updates of their service delivery without human interaction.

Web Chat and Messaging

In a recent interview, Nicola Millard, BT’s Head of Customer Insight and Futures, references how web chat is set to become the dominant customer contact channel of the future. She comments, “Firstly, web chat is an immediate channel, like the phone, you can have a conversation. Secondly, the ability to manage multiple chat sessions means that the economics of chat is positive, assuming the volume is there. Thirdly, chat can be blended with other channels for example email and social media.”

However, whilst this channel is already being successfully implemented across many industry sectors, the field service industry has been somewhat slower in the uptake of web chat. Field service organisations have traditionally struggled to unite two key elements – the technical expertise of their field-based engineers with the availability of their service desks. Not surprisingly, engineers are always busy – either travelling to a customer location or already engaged onsite.

However, as the traditional browser based web chat extends to messaging on mobile devices, it becomes possible to bring field engineers, the service desk and customers together in a virtual world, despite location or device.

Business Clients Mobile Apps

Whilst mobile apps are helping transform operational efficiency for field workers, the extension of this technology to customers is still very limited.

 

Only 5% of organisations currently offer their customers mobile apps as a communication channel into the service desk. However, it is reported that over 50% of smartphone users chose apps over phoning a contact centre and this will continue to rise as the influence of generation Y and the proliferation and innovation of mobile devices continues. Mobile apps are a key technology in field service, but this mostly focuses around apps for engineers who are out in the field and need access to information from the service desk. But if we are able to provide engineers with integrated apps and scheduling capabilities, then why not offer this to business clients as a simple, quick way to check service requests, book appointments or access billing capabilities?

Integration and Interaction

There has been much talk around integration of field service management solutions to create a true end-to-end approach to the customer life cycle allowing full visibility across different areas of the company. However, when adding new technologies, such as customer self-service, businesses often overlook the importance of fully integrating this new technology with existing business systems.

On many occasions, businesses will introduce a third party supplier and then face multiple problems when trying to get each system to speak to each other. In the 2014 Field Service Software research report, it was confirmed that over a fifth of businesses were working with five or more providers to implement their field service technology.

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