Tag Archives: Preemptive Service Notifications

proactive customer contact

Forrester: Proactive Customer Contact is Essential

Forrester has highlighted proactive customer contact on their list of top 2015 customer service trends. However, this isn’t the first year that the analyst firm has focused attention on this important issue.

In 2014, Forrester also emphasized that more customers expect to receive proactive outbound notifications. Yet, the firm’s research  revealed that just 29 percent of brands expected to invest in outbound technologies last year.

Another Forrester report from 2009 explained that brands can save money by implementing proactive outbound contact. The research notes that using multiple channels—including email and text—lets customers receive important messages on their preferred device.

Forrester highlighted three benefits of this approach:

  • Reaching Customers Quickly: Customers can promptly access messages from their device of choice.
  • Providing Proactive Contacts on Issues of Interest: Companies can use known customer preferences to provide messages on topics customers value.
  • Anticipating Customer Requirements: Brands can cut inbound support calls by proactively communicating relevant information to customers.

Brands who do use proactive outbound contact demonstrate that care about customers’ needs. This leads to greater customer satisfaction and loyalty.

Proactive outbound contact offers many opportunities to brands. Here are three benefits companies can gain by implementing preemptive service notifications:

#1: Eliminate Costly Order Errors

Order issues can be high-visibility trouble spots for any brand. Why? Today’s customers have ready access to competitive purchase and pricing options. When customers do make a buying decision, customers have often done their homework. They expect to receive what they ordered when they want it. Any slowdowns can cause customers intense frustration and motivate them to cancel transactions and buy from a competitor.

They good news is companies can use proactive outbound contact to mitigate these issues. Quality order systems can detect when something is amiss with any order—which may be due to a customer input error or internal issues. These systems can alert skilled follow-up representatives and arm them with information to reach out to the customer to resolve the problem—right away.

Advanced outbound contact solutions give brands the power to fix order fallout when it happens. This can promote customer satisfaction. Another benefit: proactive contact can prevent wrong order data from leaking into other operational systems—which can cause costly downstream billing or inventory problems.

#2: Alert Customers to Service-Affecting Issues

Gone are the days of after-the-fact management of service issues. In the past, many brands responded to outages, down times or other service disruptions by staffing up their contact centers to field an influx of inbound calls.

Today, companies can rely on proactive, multichannel notifications to alert customers to known issues before they occur. Moreover, brands can respond promptly when unplanned issues arise by targeting informative alerts to the affected portion of their customer base.

#3: Cut Inbound Support Costs

Proactive notifications can reach people wherever they are, before they even know about a service-affecting issue. That means customers don’t need to make contact with a call center with questions or frustrations. As Forrester explains, “Outbound notifications deflect inbound calls, which reduce costs and boost consumer satisfaction and revenue.”

Forrester also predicts the continued proliferation of connected devices—with an estimated 50 billion in use by 2020. This will give companies even more opportunities to reach customers with information.

The Service and Revenue Opportunity

Cutting costs is always valuable. But Forrester, like many other thought leaders, advocate improving customer satisfaction for a healthy bottom line. In fact, Forrester claims that mere 10 percent uplift in a company’s customer experience CX score can add $1 billion in revenues for a company, in some scenarios.

Today’s brands know they must engage more deeply with and offer personalized interactions to their customers. Anticipating customer needs via proactive outbound contact is a logical next step. This empowers brands to move beyond traditional one-way outbound communications to an approach which lets customers feel the company has their best interests at heart.

Clearly, proactive outbound contact is key to  delivering exceptional quality service in the era of the empowered customer.

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Engage with Us

We welcome your commentary and real-world stories about engaging customers via outbound contact.

  • Does your company deliver proactive notifications to customers?
  • Do you have any tangible or anecdotal insights on the success of proactive outbound contact?
  • What impact do preemptive service notifications have on your inbound support volumes?

Thank you for sharing your insights with us and our community.

Multichannel customer contact

Every Brand Needs Multichannel Customer Contact

The latest statistics reveal that nearly 90 percent of the population of North America uses the Internet. In addition, consumer research indicates an estimated 64 percent of North Americans accessed the Internet via a smart phone in 2014.

The message behind these numbers is clear. Companies must embrace multichannel customer contact today—or risk losing customers’ attention and loyalty.

As brands strive to improve customer experiences in 2015, upgrading multichannel outreach should be an area of focus.

Here are three practices your organization can adopt to put yourself at the head of the multichannel pack this year:

#1: Know Which Contact Channels Your Customers Prefer

Chances are, your customers communicate via multiple channels everyday. Some customer prefer to connect via email, while others prefer text, and still others like traditional voice. How do you know what your customers prefer?

The easiest way to get this data is to ask for it. If your customer makes contact with a service representative, you can use that interaction to collect or reaffirm channel preferences. You can also add a channel preference question to transaction screens.

Preference centers are other proven tools to collect customer data. You can include preference centers in your customer on-boarding processes. These tools empower customers to self-select how they wish to receive contact. As an added benefit, you can also collect high-value insight on product and service interests, demographic data, and much more.

Once you have collected contact channel data—use it. Adhering to your customers’ preferences lets them know that you listen and value their input. This cultivates positive sentiment and helps reinforce customer brand loyalty.

#2: Centralize Customer Contact Management Details

You must anticipate that your customers can and do shift channels rapidly. For example, a customer may start a self-service transaction on your website, but realize he needs more information. He may follow up with a customer service call or email—or even decide to visit a brick-and-mortar location.

Or, you may detect a need to reach-out to a customer—to confirm purchase details or validate a service need. That means you must provide up-to-date information on every customer interaction to your front-line employees.

Achieving this requires you to eliminate information silos that hamper exchange of information by your entire customer-facing team. You also need to take a close look at your processes and eliminate repetitive steps. That way you can avoid asking your customers for information multiple times, which is a common source of frustration.

A centralized approach gives you a clear advantages. You can provide the seamless, personalized experience your customer expects across multiple channels. This can be a solid differentiator in today’s service-drive competitive landscape.

#3: Deploy Proactive Multichannel Contact

Handing inbound contact is just one piece of the puzzle. According to Forrester, outbound contact has been a top-of-mind issue for customers and companies alike in recent years.

Brands should adopt proactive contact approaches to anticipate customer needs. They can combine recent customer contact data with insights from other solutions to deliver the right messages—such as an offer or link to an online tutorial—at the right time. This can eliminate steps in purchase processes and prevent inbound contact to support teams.

Another way to cut down on costly inbound contact is to notify customers of service-disrupting issues in advance. If you have a known downtime, letting customers know ahead of time can eliminate frustrating error messages.

Plus, you can respond immediately when the unexpected arises—such as network outages due to weather events. You can target relevant communications to affected segments of your customer population.

At the start of 2014, Forrester reported that just 29 percent of companies planned to invest in proactive contact solutions. That suggests that proactive notifications is a worthy area of focus for companies wishing to get ahead of an emerging trend.

Embracing the Multichannel Imperative

No doubt about it: 2015 is the year when brands must embrace multichannel customer contact. A recent Ovum study of over 8,000 global consumers affirmed this imperative.

The firm reported that 74 percent of consumers use a minimum of three channels when engaging with a company for customer service. Twenty-two percent (22%) of customers use five or more channels, while 52 percent use three or more.

Today’s brands need to know that the traditional voice channel is not going away. They need to strategize for an optimum mix of live voice, IVR, email, text, chat, mobile contact, and more—and deliver consistent experiences across all these touch points.

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Engage with Us

We would love to hear your thoughts on this important topic.

  • Is your organization delivering multichannel contact to customers?
  • Do you have a capability to centralize up-to-date customer contact data for use by your entire front-line service team?
  • Have you adopted proactive outbound notifications and alerts to anticipate customer needs?

Please share your ideas in the space below. We look forward to hearing from you.