Today’s most successful companies focus a lot on brand experience. This is a combination of user experience with brand-specific products and services, as well as the delivery on the brand promise. A brand promise is simply the way a company boasts that users will feel or experiences that they will have while using their products or enjoying their services.
Brand experience isn’t always something grandiose. When you hear the word “experience”, you may think of a custom-tailored approach to service, but sometimes a good experience is as simple as having your interaction with a company go quickly and smoothly. Sometimes, delivering on that kind of promise is more than enough to delight a consumer.
This is why brand experience isn’t just something for international producers of everyday products. It is also something that your call center - yes, yours! - can make use of in creating your best possible customer experience.
Here’s what you need to know about brand experience in today’s call center:
To Provide a Good Brand Experience is to Know Your Customer’s Expectation
A great brand experience is one that reaches across all points of the customer’s experience - their entire journey, as many business insiders refer to it.
To do this, your center management should first know what your consumer is expecting. You can’t make good on those expectations without understanding them first. Positive brand interactions involve making promises and delivering on them, but it’s arguably more important to know what your customer is already hoping for before you even make the first promise.
In the world of the contact center, this typically involves fast, reliable service with a custom feel. This goal doesn’t very much within the industry, but there are some specifics you should take note of. Does your center have a target or typical demographic? Do you typically provide simple, straightforward answers and solutions or are you equipped to handle longer, more complicated requests. These are important questions to ask before you draft up lists of what your consumers might be expecting. They can help guide you in providing the best possible service to whoever you work with.
Keep Things Running Smoothly
The biggest and most important task your agents have at any point in a customer’s journey is to make the process as smooth and seamless as possible.
Whether you are advertising and marketing to clients and consumers or helping them through the purchase process, making it fast and simple will ensure more people are interested in buying. What about trouble shooting That should be kept quick and easy too, especially since convincing a consumer to stay is much more beneficial - and more cost-effective - than winning over a brand new one. Finally, post-purchase experience should be as positive as possible, with as few hiccups as your agents can provide.
The easier a consumer’s encounter with your brand is, the more likely they are to return - or to recommend it to a friend. This builds brand loyalty and fosters a preference for your company that you can’t purchase through any means of advertising.
If you really want to make things fast and easy for the modern consumer, you have to meet them where they are. This is something we talk a lot about, because it’s vitally important. If you’ve seen the way brands reach out to potential consumers via social media or provide help and assistance via the same platforms, you know exactly why this is such an imperative part of modern customer service.
You don’t have to be a big, international company to make use of those methods, either. Your contact center can do the same thing. Once you’ve established your target audience and your general approach to serving them, work on meeting them where they are. Look for ways to add additional channels to your service program, whether that be chat, social media, or other avenues of communication. Every channel you add gives your customer more choice and more ways to get in touch - and that gives you more ways to satisfy busy, modern consumers.
What are the benefits of going to a multichannel approach? They’re vast - almost too much so to summarize. However, a few of the most important include:
- Cost reduction
- Enhanced revenue
- Better consumer satisfaction ratings
- Improved customer service
- Greater level of customer retention and reduced churn, and more
The trick is to unify your customer’s experience across all of these channels. It is easy for consumers to feel like they are talking to one company via live chat and another on the phone, especially when the agents who are responsible for these branches of your customer service program do not work together.
Don’t let that happen to your center! Create a streamlined, unified experience across all channels. Make sure that when someone reaches out to your center, they know who they’re talking to and what to expect, regardless of how they make contact.
Make It Happen
What kind of tools do you need to make a great brand experience happen? Today’s technology makes it easier than you might think. Some of the most important resources in your toolkit should include:
- A great IVR system, including chat bots and other features
- Speech analytics technology
- Intuitive CRM
- Great self-service options that consumers can actually use
- Interesting and interactive ways for consumers to reach you via social media, and more
Ready to deliver a top-notch brand experience to your consumer? Contact the industry experts at ChaseData. We have the tools and technology you need to create a customer experience that your consumers will remember and return for, time after time. Want more information? Give us a call today to learn more!