With the development of information technology and the emergence of modern digital tools that have contributed to creating direct channels between companies and their customers, these companies have had to offer many of their capabilities as added value for customers. They also need to expand their capabilities around online Customer Relationship Management (CRM) systems. However, there is still a problem with how to communicate with customers using modern technology, which may be due to companies ignoring their customers' needs or failing to track feedback that helps improve the relationship between the company and its customers.
What are the rules for using modern technology to improve customer service that should be followed?
Training the Customer Service Team Well:
You cannot use modern technology to improve customer service without having a skilled team to handle it, both technically and in terms of service to the customers themselves. This means that you must have a team capable of providing the necessary tools for research and managing different scenarios and the behaviors expected from customers. After all, they are the voice of your brand and ambassadors for your company. Having talented employees in customer service is a profitable investment for your business.
Direct Communication with Customers:
Whether online or through various points of sale, customer movement should be monitored closely to track sales activity through reports sent every hour. Generally, when using advanced digital technology in managing customer relationships, the company should avoid automatic responses to customers. When receiving any request from a customer, it should be answered immediately by customer service staff or the customer can be directed to a different department. What matters here is not overusing modern technology to improve customer service without control. It's sufficient to rely on part of it to enhance customer activity.
Following a Clear and Consistent Policy:
What interests customers the most is the brand, but due to modern communication technology, it has become necessary to establish correct internal principles to ensure brand continuity across all communication channels. A unified approach to customer service increases efficiency, helps identify potential problems, utilizes customer analytics, and strengthens the credibility of the brand itself.
The British Academy for Training and Development offers several hands-on and practical courses in using modern technology to improve customer service, as part of a comprehensive set of courses specializing in information technology.