Online shopping has been breaking out each year since 2010. The pandemic added fuel to the fire with an unprecedented surge in eCommerce. The sudden boom in the eCommerce industry caught businesses napping while customers’ expectations rose. With massive smartphone penetration, the eCommerce sector witnessed souring business but an increase in the disconnect between eCommerce businesses and customers’ demands.
We are exploring this dissatisfaction among online shoppers toward eCommerce businesses. In this blog, we examine the risk factors for eCommerce businesses and how customer service automation can dramatically improve the situation, boosting customer satisfaction by enhancing the customer journey. We are also investigating the role process automation solutions providers, such as Sigma Solve, can play in shaping the future of automation in the eCommerce industry.
The Customer Satisfaction Crisis: Are You Keeping Up?
Had it been a matter of a few percentages, the gap between what customers expect and the capabilities eCommerce businesses possess could have been bridged. However, there is a disparity.
Zendesknoted in a study that 73% of customers prefer eCommerce businesses that value their time, yet only 33% of them stay on the website despite a 3-minute delay. Similarly, Microsoft noted that 61% of customers prefer to switch eCommerce platforms due to poor or inadequate services. The reality is far grimmer than these statistics.
This is no less of a crisis for eCommerce businesses, which are not only incurring financial losses and losing customers to competitors but also depleting their brand value and market reputation. Customers naturally embrace eCommerce platforms that elevate customer experiences, offer personalized services, and respond to customers’ queries immediately.
However, the situation is not turning into a hopeless one. In fact, emerging technologies have made it possible for eCommerce businesses to automate customer services, bridging this gap by enhancing customer experiences and enriching customer journeys along the way.
Customer Service Automation to the Rescue
First and foremost, automation does not mean replacing humans with bots or robots. CX transformation solutions leverage automation to reduce human interventions, respond to queries immediately, eliminate mistakes, and reduce operational costs.
Customer service automation is a confluence of emerging technologies that automate repetitive tasks, personalize customer engagement, and offer around-the-clock support to enrich customer journeys with happy experiences. This results in better customer satisfaction and an improved bottom line.
eCommerce businesses have gone miles ahead in satisfying customers using AI and automation solutions. They have implemented AI-powered chatbots, automated email responses, automated ticketing systems, self-service portals and FAQs, virtual assistants, and interactive voice response systems, among others. Consequently, businesses gain a competitive edge, build trust among customers, and improve brand loyalty.
The impact of customer service automation on eCommerce businesses is widespread. Process automation solutions streamline business processes, optimize workflows, eliminate human errors, provide robust security, manage voluminous data, prepare reports and analytics, predict business outcomes, and resolve customer grievances quickly.
The Customer Journey Revolution
In this rapidly digitizing world, businesses can’t afford to stay behind their competitors. Therefore, innovation is their last hope. Significantly, when customer demands are growing exponentially, only innovative solutions such as customer service automation can help meet the challenges. Here are some of the CS automation tools that are a must for eCommerce businesses to improve customer journeys.
AI-powered Chatbots: These are software programs powered by AI that mimic human conversations. They automatically address customer queries, resolve grievances, and provide 24/7 support to relieve humans of the burden.
Self-Service Portals: These are the knowledge portals that empower customers to get answers to their queries, resolve issues autonomously, and get immediate solutions to troubles without even getting customer service staff involved.
Automated Ticketing Systems: These are software that tracks, segregates, categorizes, and routes customer complaints. An automated ticketing system disciplines the workflows, ensuring that people address and resolve the issues.
Interactive Voice Response: The IVR system is one of the oldest automation use cases. Today, AI and automation solutions have revolutionized it. It handles customer calls automatically and directs them to the appropriate agent.
Automated Email Systems: An automated system that instantly acknowledges customers’ mail and responds with accurate and adequate information. It ensures timely communication and follow-up until the query is resolved.
Social Media Monitoring Tools: CX transformation solutions use automation to track customer opinion about the brand, respond quickly to their comments and messages, manage reputation online, and engage across touch points.
CRM Integration: Customer relationship management (CRM) software allows for immediate and appropriate communication with customers, and it includes customer histories for personalized engagements.
Analytics and Reporting Tools: Automation is used for demand forecasting. Consequently, it prepares reports, analytics, and visualizations to understand trends and customer behavior and run targeted marketing campaigns.
The Unexpected Benefits of CSA
Business process automation undoubtedly enhances efficiency and streamlines workflows, but most importantly, it improves time management and brings about a cultural shift in the business. It helps businesses sync employees more with the technology and reserves employees for more critical work.
Customer Loyalty: Customers receive accurate and quick resolutions to their queries and grievances, which results in higher customer satisfaction and a more excellent retention ratio.
Accuracy: Automation eliminates erroneous manual tasks from the system, eliminating mistakes and allowing businesses to offer reliable and trustworthy services with fewer complaints.
Productivity: Automation frees employees to work on critical and complex tasks, improving their self-worth and contributing to business success, which results in more job satisfaction.
Personalization: CX transformation solutions analyze customer data to communicate with customers with tailored messages and product recommendations to elevate customer experience.
Consistency: Customer service automation disseminates unified messages across touchpoints, building trust among customers with high-quality information to improve engagements.
Availability: Automation ensures that customer services are available 24/7 for customers with resolution and quality information instead of businesses running customer service centers around the clock, which increases costs.
Cost-efficiency: AI and automation solutions take the extensive customer service teams out of the equation, reducing the operational cost of serving customers manually around the clock.
Scalability: Automating customer services ensures that businesses are able to cope efficiently with increasing inquiries, queries, and data volumes due to increasing business without compromising quality.
Crafting the Perfect CSA Strategy: A Step-by-Step Guide
Generating brand value and building a loyal customer base is not a cakewalk, especially in the age of digitization. Customer service automation tools are definitely a big boon for businesses, but their performance depends on an effective implementation strategy. Implementing automation in customer service entails six steps. Following this step-by-step guide ensures businesses bring their customer service to life, streamline processes, and enhance customer journeys.
Identify Customer Pain Points:
Evaluate customer feedback and comments across channels to understand customer pain points, process bottlenecks, and service workflows. Businesses should identify which areas of customer service need automation the most and where they can improve efficiency.
Choose the Right Tools:
CSA tools should align with the processes and budget. Moreover, scalability, integrability, capabilities, and user comfort need to be prioritized before selecting the tools. Not all CSA tools generate the same performance; therefore, selecting the right ones is vital.
Develop Engaging Content:
Whether you deploy AI and automation or robotic process automation, customer service automation tools need data in the form of content to provide quality information and critical problem resolution. Creating engaging content is the backbone of CSA.
Prioritize Integrations:
If you want your customers to receive personalized messaging across channels and ensure seamless multi-way dataflow, it is crucial for you as a business to integrate customer service automation solutions with existing systems, such as CMS, CRM, and EPR.
Gather Continuous Feedback:
Customer data is the most critical element for businesses to make the right choices. Therefore, it is essential for businesses to continuously collect customer feedback to ensure the automation strategy is effectively implemented and enhanced over time.
Monitor and Optimize:
Tracking the performance of all vital automation organs and gathering feedback from employees enables businesses to adjust their automation strategy, refine their systems, and adapt to customer feedback, which is essential for the success of automation in customer services.
Best Practices for Implementing Customer Service Automation
Start with a Clear Strategy:
Define and identify business objectives for customer service automation.
Underline the processes that require automation to improve efficiency.
Prepare a blueprint to implement the strategy that fits your approach.
Focus on Customer Needs:
Implement automation based on customer pain points.
Identify areas where automation can improve customer experiences.
Customer-centricity raises satisfaction for customers and employees.
Balance automation with human touch:
Create an opportunity for human interaction beyond automation
Resolving complex and emotional issues needs a human approach.
Balancing the human-machine approach creates brand value.
Ensure seamless channel integration:
Automation should adopt a multichannel approach to connecting.
Prepare and provide unified information and experiences.
Offer smooth flexibility to transit from one channel to another.
Prioritize data security and privacy:
Install robust security to protect customer data at all costs.
Seek consent and deliver transparency when dealing with data.
Comply with all data privacy-related regulations to build trust.
Use analytics to continuously improve:
Use automation data to evaluate bottlenecks and trends.
Leverage insights to enhance customer experiences.
Improve automation strategies and operations using data.
Offer easy escalation to human agents:
Ensure that a path to escalation is provided to higher authorities.
Train an automated system to recognize the escalating situation.
Ensure an immediate response and quick resolution.
Measuring the Impact of CSA on Satisfaction
Now we know which tools businesses can deploy to automate customer service. We also have the guidelines ready to implement customer service automation tools. But the moot question is how to measure automation to gauge success and improve. We have identified 10 KPIs to evaluate the success rate of customer service automation software.
First Response Time (FRT): it records how soon the customer is approached. The lower the rate, the faster the response, which leads to greater customer satisfaction.
Average Resolution Time (ART): ART ensures that management knows how long the automated system takes to resolve customers’ critical issues.
Customer Satisfaction Score (CSAT): Customer feedback and responses to in-app or emailed surveys showcase overall satisfaction rate and happiness with resolutions.
Self-Service Adoption Rate: This rate reflects customers’ utilization of the self-service portal. Higher usage indicates the success of implementing the right CSA strategy.
Automation Success Rate: It measures how often an automated system performs flawlessly from response to resolution without human intervention and resolves the issues.
Cost per Contact: This explains the cost of managing each customer interaction through an automated system. The quicker the resolution, the less expensive it is for businesses.
Net Promoter Score (NPS): The NPS measures customers’ trust in a brand and the probability of them recommending products. It speaks for greater customer experiences.
Agent Productivity: It evaluates the number of queries escalated to the human agent and how quickly and adequately the agents communicate and resolve them.
Customer Effort Score (CES): This score assesses the efforts and time involved in resolving customer queries through automation and points to the system’s user-friendliness.
Ticket Volume: It speaks for the effectiveness and capabilities of the system. It tracks the number of queries generated by customers within a stipulated time.
Conclusion
Customer service automation denotes two things: A) offering rich customer journeys and B) reducing operational costs. Automation empowers employees to deliver superior customer services to ensure customers understand the brand value, trust the brand, and become loyal customers. On the other hand, automation helps businesses personalize their shopping experiences, offering 24/7 support and resolving their queries as quickly as possible to build robust customer relationships.
Companies like Sigma Solve help businesses develop tailored CSA strategies, build necessary CSA tools, implement and integrate them with the existing system, and maintain them to provide consistent performance. Are you ready for your automation journey?
Source: https://www.linkedin.com/pulse/how-boost-customer-satisfaction-service-zvmmf/