4 Ways Enterprises Botch Digital Customer Care

Angry Cellphone userNew research from McKinsey & Company reveals the difficulty customer care centers face when implementing digital “e-care” solutions, from text messaging to email and social media support.

The report is based on interviews with approximately 70 digital customer service experience experts and industry leaders and a survey of roughly 4,000 European telecommunications customers. McKinsey & Company says it also analyzed about 200 key performance indicators across a number of pertinent channels, with a primary focus on the telecommunications sector (but with insights broadly applicable to other service-based industries).

The ultimate finding of the report: “Not only are companies missing growth opportunities, but they are also failing to see potential threats to established revenue.”

The problem: not enough customers are using digital channels for customer service, representing “a massive untapped opportunity for [service-oriented] companies.”

In an attempt to discover how customer care centers can improve the digital experience and draw more customers to these channels, McKinsey & Company have identified four primary factors preventing customer adoption of this approach.

Common pitfalls implementing digital customer care

  1. Poor digital experience: According to McKinsey & Company, too many e-care solutions fail to provide the answers customers are looking for. As a result, they shrug and pick up the phone. Routing the correct question to the correct expert is one important way to resolve customer issues in a single contact. When a customer’s issue must go to phone, if your contact center was using text messaging agents could call the customer directly instead of forcing them back on the phone to call you.
  2. Unclear migration strategies: The report finds that far too many companies are struggling to identify a coherent strategy for moving customers to digital channels. As a result, that migration is piecemeal, unclear, and poorly implemented. A good foundation starts with a platform capable of managing all digital channels in a single customer interaction. In the Chat, for instance, not only support multiple digital channels but have experienced experts in customer care to assist with an implementation that is right for the individual enterprise.
  3. Fear of losing revenue: The report argues that many companies are taking a piecemeal approach to digital channel adoption because they’re afraid of alienating their customers. But by taking such cautious steps — and often introducing half-baked digital — they’re doing just that.In the Chat CEO John Heuhn has spent his career in enterprise-scale customer experience and he recommends to simply give your customers the choice to contact your company through social or text messaging. Digital channels should provide choices that empower your customers — not put them into a box.
  4. Haphazard organization and operations: The report finds that far too many companies have a scattered approach to digital customer service, with less than 30% dedicating an entire team to e-care solutions. The result: sloppy platforms and an ineffective approach to resolving customer problems.

To resolve these issues, McKinsey & Company recommends firms make targeted investments in e-care, meaning they pick a specific, customer experience-centric platform to implement. Second, they suggest companies make a long-term commitment to the digital experience rather than simply dipping their toes in the water. Finally, they insist firms create detailed strategies for migration to digital channels so that all employees understand and embrace the commitment to this approach.

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About the Author: Wayde Robson

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