Editorial archive of Creangel. The references, figures and conditions correspond to the original publication.
Let us think as a consumer, behind any virtual or face-to-face channel, what we are looking for is a quick, efficient and consistent solution to our requests. As a consumer we feel identified, in the long run we have all made PQRS to a product and have been part of a customer service management process.
And if we do not think as consumers, but think of the experience that the consumer or user is carrying on a daily basis, we will realize that it is a topic that is part of frustration and expectation of experience.
Customers choose more assisted options and automatic channels, which they constantly search in various internal and external databases, or sources and information systems by area, plus the tools they have within the support area and this information is not always available in a guaranteed way. Chatbot contacts become more common, which makes waiting time a little faster, but the answers are mostly limited and we will end up connecting the user, already more frustrated with service agents, who will again have to consult the information in different sources to solve the requirement. In addition to this personalized service it is normal that you constantly waste time searching for information, analysis and travels through multiple sources of information manually before being close to giving the user a solution. This is also where our service agents can lose the north and make mistakes that lead us to lower our ratings and perceptions of service or worse, lose our users.
That initial contact with the automation proposed by the company or with specialized care agents, is a daily test that companies have, since with bad experience there is a great possibility that the consumer loses interest, if the requirement is met inefficiently or to lose it if the application is not resolved in first instance.
Having the possibility of having a view of all information, of all sources and of all formats is a feasible illusion with business search.
The customer service force could use the business search as if using the internet search engine, as easily and quickly as possible. And it would not go into authenticating or searching for tool by tool or portal per portal, but, that could condense all information in a single search in a simple way and without that involving exposing the quality of the information and regardless of the source, if the data are structured and unstructured or the format they have and thus meet the expectations of service of our users and the promise given by the brand.
Business search not only seeks, but also finds, extracts, filters and categorizes all the data that can rest on any information system, as well as generating a unique view. The AI can show the relevant results depending on the query to be even more assertive and this is specifically where we refer to the 360 view of our customers.
View 360 is a detailed view of users that brings information from channels, information systems and not only current, but also captures the historical traceability of behavioral information, thus achieving a much more accurate understanding of each user and enhancing experience with consistent data. The 360 view is more than just a way to see clear and available information at a single view of customers. It is a strategy that goes to the veins of the organization, where actions and decisions are made in real, consistent and concrete data, where not only customers, but also prospects, suppliers and collaborators enter.
One of the most profound and exposed areas of the organization is the customer service force and possibly one of the most structured in measurement, qualification and analysis issues. It is not random that the most advanced indicators are linked to the customer service force and it is also not random that it is one of the areas with the highest compliance visibility within the organization.
The customer service strength has indicators such as FRT client waiting time for first attention, AHT average user interaction time, AR which is the drop-out rate. And not only operatives, we have the CSAT that measures customer satisfaction, CRR that provides us with retention information, NPS service rating. All these indicators based 100% on the information we can find in the user, analysis and action, which can be impacted satisfactorily, having the 360 view of consumers, giving the customer service force a condensed and real-time view that will help meet users' expectations, increase management indicators in a positive way and reduce the frustration of the work team.
With this retribution giving them a tool that can also increase emotional wages, the customer service forces do better work, improve the service attitude and face fewer annoying and unmanageable consumers. In addition to lowering the dropout and rotation rate which is a KPI that directly affects the organization's objectives by investing in recruitment and training.
To conclude, in conclusion, if at this moment the ratings delivered by users around user care are not the expected ones, or the delay in responding to prospects from the digital sales department is causing them to lose customers, or operational errors are costing not only loss of prospects, but penalties and fines, it is time to hand over weapons to the customer service force to carry out a job in an impeccable way and giving users the experience they had always expected with INFIND's business search.
Author: Creangel Ltda.