Trends in customer service optimization

There is a pattern in the way companies can optimize their customer service - both externally to customers and internally to get the optimal balance between use of resources and impact of efforts.





By Kathrine Lykkeborg, Head of Customer
Success at Connexio

When Connexio starts working with a company, the first thing we do is to identify the company's customer service needs. This is done by asking the company a lot of questions, going through their website and testing the buying journey their customers are on. Over time, we've identified a number of common traits across industries and sizes. Read on and see if you follow the same pattern.

A common theme across the companies we work with is accessibility, or rather lack thereof. Understandably, it's a big challenge for many businesses, especially smaller ones, to respond quickly to all customer inquiries. This is not good, as it has been proven to have a negative impact on the sales situation if, for example, you don't respond to a customer's chat after 30 seconds or an email inquiry within an hour.

Therefore, one of the features we look for is whether there is a chat on the website where customers can easily and quickly ask and get an answer to a question related to the purchase they are about to make. This is far from always the case.

Read: Top three are speed, accessibility and friendliness

Updated FAQ
For the same reason, it is important to have a well-functioning FAQ (short for frequently asked questions). Many companies have an FAQ, but not all have one that is perceived as useful to the customer, as it can be cluttered and not updated. This is not optimal, as the customer's patience is often short when it comes to getting an answer to a question. Today, there are intelligent systems to continuously update a company's FAQ so that the function is constantly adapted to the questions customers ask and the information that is relevant in the sales situation.

Read: Create value with systematic knowledge about your customers

Ratings on Trustpilot
One of the things that many companies don't pay as much attention to as they should is Trustpilot - a community where consumers leave online reviews of products, buying experiences etc. Trustpilot is used by many customers to choose a supplier and is known by even more. Therefore, it is worth working to improve your rating on Trustpilot. This can be done, for example, by systematically following up on negative reviews, which, in addition to making the customer feel heard, also provides valuable knowledge for the company. This is an option that many more companies could benefit from using.

Read: Customer trust is crucial

Sales and service
Finally, we find that many companies are challenged by the connection between customer service and sales. Companies that manage to incorporate good service and personal service into their website will have an advantage over their competitors and a chance to succeed in the increasing global competition in e-commerce. Danish companies have every opportunity to participate, but many unconsciously choose not to because they are primarily cost-focused 

in handling their customer service.  

Effective customer service
All of the above examples are about how to optimize the customer experience. In addition, the vast majority of companies we talk to have in common that their customer service can be more efficient.

It's expensive for a company to handle all customer service in-house, as internal employees, regardless of their skills and efforts, risk being short-changed at peak times and often have periods of overcapacity in relation to call volume. And the problem grows when customer service also needs to be available to customers outside of normal working hours.

By fully or partially outsourcing customer service, your business only pays for the actual time spent on a customer query down to minutes and seconds, while always being staffed - even on evenings and weekends.