Market leaders need to understand this journey, to know when to engage the technology to aid someone’s day and manage the admin, and when to pick up the phone and offer human reassurance. This understanding adds value and is essential.
But when this balance isn’t met it can be catastrophic – consumers venting via social media spring to mind. Very quickly a frustration of not knowing escalates into worry, panic and anger. Businesses must remember to put themselves in their customers’ shoes. By pre-empting these moments and developing ways to keep the client informed, means the worry and stress disappear. Just think how happy you feel knowing a train is only 2 minutes away thanks to the information board, compared to when the board is broken, and you’re left waiting in limbo.
That said, companies mustn’t rely so heavily on technology that they fail to engage with their customers; otherwise the stereotype of online providers being nothing more than interfaces and systems comes true. Finding the balance in big business is crucial.
Placing equal weight on professional training as well as customer service must be a given. Practitioners need to be rewarded for demonstrating customer care, while technology must work to create time in a professional’s day, so when a phone call is needed it can be a quality conversation, leaving the client feeling happy and satisfied.
Listening to customer feedback provides the key to creating the balance – adapting, blending and tweaking as required. Moving home is an emotional experience but when the balance is right between using technology and human interaction, it can be a great one.