How to improve customer experience with technology and automation?
Posted: Wed Dec 11, 2024 10:51 am
Improving customer experience is what every innovative business must do. Learn how Hubspot's Service Hub can help you do it.
Table of contents
Customer relations is one of the growthbc data europe package levers that organizations currently work least on, even though it is the one that generates the best results in the long term based on return on investment.
Knowing that it takes a lot of effort, time and money to attract a new customer, companies today must implement models, processes and/or strategies that allow us to retain the customers we already have and make them grow with us.
We talked about this topic at the Growth Shop: “How to create an exceptional customer service experience using HubSpot Service” , organized by Impulse, and where we were also joined by Carlos Valderrama , Channel Account Manager Latam at Hubspot.
Why should companies invest in customer experience to accelerate their growth?
People have changed, above all, the way they interact with companies. In the past, they relied heavily on channels such as news, advertising and salespeople. Today, with the ease of access to information and communication, consumers rely less on salespeople and trust more on what their friends, family, colleagues and even strangers have to say.
A study by Hubspot Research shows that 81% of consumers trust recommendations from friends and family more than recommendations from companies. In addition, 55% no longer trust the companies they used to buy from as much as they did before. 65% of people no longer trust news or advertising and 71% no longer trust ads on social media.
infographic results of a hubspot study
At the same time, the excess of information that people have makes them more demanding and make them demand more from the companies they do business with simply because they have more options.
The same study shows that 82% of people consider an immediate response to be very important when they have questions related to marketing or sales, and 90% consider it even more important when it comes to customer service and support issues. And, for perspective, consumers consider immediate response time to be less than 30 minutes.
infographic consumers are impatient
Acquiring a customer has become more expensive and difficult. What worked 5 or 10 years ago is no longer enough today, as the old standards for customer service no longer meet expectations.
What consumers are looking for is ease, speed and less effort in their shopping experience . For companies, the task is more difficult, because they now need resources, processes, technology and sophistication to be able to deliver that experience.
As this statistic shows, most consumers trust what other people say about companies, as well as what their customers say. So, delivering a great customer service experience is crucial to the strategy, not only of loyalty, but also of attraction, closing and growth.
Infographics on consumer information sources
So, today, the most innovative companies are those that capitalize on their customers' experience and they do so, above all, on 3 fronts:
To retain your customers for longer
To get your customers to consume more products or services
To turn your customers into promoters
The customer service experience
This is the typical process of this experience. We have anonymous people who, through marketing efforts, become qualified prospects. Then, through sales efforts, they become customers, and then, through attention, they become promoters of our brand.
traditional customer service experience process
It looks simple, but in practice, the process is almost never linear. Customers take multiple journeys, multiple touchpoints. So, it's very difficult to establish processes to deliver a consistent and timely customer experience . That's the main challenge for companies.
actual customer experience process
There are 5 elements that are key in this process:
Content: Create content that enables customers to help themselves.
Messages: To provide a centralized experience.
Automation: To resolve customer issues quickly.
Reports: on customer feedback and the efficiency of the service delivered.
Data: To understand the complete story of each customer.
And it is based on these 5 factors that technology comes in to help companies implement their customer service experience processes.
New call to action
Hubspot ServiceHub
This tool from Hubspot provides the tools to unify sales teams, customer service channels and, in short, improve customer service and enhance proactive service. How does it improve customer service?
1. Conversation tray or inbox
This tool centralizes in one place all the channels through which you interact with users, allowing you to consolidate all the information, align the team and filter the requirements to begin providing customer service in a more efficient and effective way.
Additionally, build a contact record where all communications are historically available to any team that is interacting with the client. At the same time, you can begin to track or keep a record of all the cases generated and the different stages they are in in the process. This way, you will have a standardized process with defined steps.
This, in turn, will allow you to measure and pay attention to how long it takes the team to solve a case, how quickly they move through each of the stages, what the common themes are, etc. This will help identify trends or where resources should be channeled.
2. Knowledge base
Customer service teams are often answering the same questions. One way to start streamlining these efforts and generating resources that can make customer service more productive is a knowledge base.
It's all about generating content so that customers can answer their own questions. As a tool, it's something that has helped solve many cases at Hubspot. The last measurement indicated an equivalent of around two million dollars per month in man hours.
3. Surveys
Automation allows you to identify opportunities for improvement throughout the process. One specific activity is surveys sent to the audience. These help measure customer feedback and, based on this, automate different types of actions.
And this is where we begin to link different potentialities of each client. For example, if we identify that we have a client who is extremely satisfied with the service provided, we will know that we have a potential brand promoter.
On the other hand, if we find that a customer had a bad customer service experience, we can also be creative and pay attention to anticipate the customer's abandonment or cancellation or, even worse, becoming a potential detractor.
4. Reports
They allow you to learn about different topics such as: the volume of requests, the channels through which they arrive, how long it takes for them to be resolved, how productive the team is in solving cases, what our best customer service representative is doing, etc.
All these measurements will allow us to optimize the customer service , as well as implement good actions to increase the success rate of the experiential journey offered to the customer and be more optimal in the way we operate.
Everything we've seen is a process of continuous learning and optimization. The idea is that along the way we can start to see what works in order to replicate it, but also identify what isn't working in order to stop doing it as quickly as possible.
If you want to learn more about how technology and automation can help your business, we invite you to review our automation and CRM solutions .
Table of contents
Customer relations is one of the growthbc data europe package levers that organizations currently work least on, even though it is the one that generates the best results in the long term based on return on investment.
Knowing that it takes a lot of effort, time and money to attract a new customer, companies today must implement models, processes and/or strategies that allow us to retain the customers we already have and make them grow with us.
We talked about this topic at the Growth Shop: “How to create an exceptional customer service experience using HubSpot Service” , organized by Impulse, and where we were also joined by Carlos Valderrama , Channel Account Manager Latam at Hubspot.
Why should companies invest in customer experience to accelerate their growth?
People have changed, above all, the way they interact with companies. In the past, they relied heavily on channels such as news, advertising and salespeople. Today, with the ease of access to information and communication, consumers rely less on salespeople and trust more on what their friends, family, colleagues and even strangers have to say.
A study by Hubspot Research shows that 81% of consumers trust recommendations from friends and family more than recommendations from companies. In addition, 55% no longer trust the companies they used to buy from as much as they did before. 65% of people no longer trust news or advertising and 71% no longer trust ads on social media.
infographic results of a hubspot study
At the same time, the excess of information that people have makes them more demanding and make them demand more from the companies they do business with simply because they have more options.
The same study shows that 82% of people consider an immediate response to be very important when they have questions related to marketing or sales, and 90% consider it even more important when it comes to customer service and support issues. And, for perspective, consumers consider immediate response time to be less than 30 minutes.
infographic consumers are impatient
Acquiring a customer has become more expensive and difficult. What worked 5 or 10 years ago is no longer enough today, as the old standards for customer service no longer meet expectations.
What consumers are looking for is ease, speed and less effort in their shopping experience . For companies, the task is more difficult, because they now need resources, processes, technology and sophistication to be able to deliver that experience.
As this statistic shows, most consumers trust what other people say about companies, as well as what their customers say. So, delivering a great customer service experience is crucial to the strategy, not only of loyalty, but also of attraction, closing and growth.
Infographics on consumer information sources
So, today, the most innovative companies are those that capitalize on their customers' experience and they do so, above all, on 3 fronts:
To retain your customers for longer
To get your customers to consume more products or services
To turn your customers into promoters
The customer service experience
This is the typical process of this experience. We have anonymous people who, through marketing efforts, become qualified prospects. Then, through sales efforts, they become customers, and then, through attention, they become promoters of our brand.
traditional customer service experience process
It looks simple, but in practice, the process is almost never linear. Customers take multiple journeys, multiple touchpoints. So, it's very difficult to establish processes to deliver a consistent and timely customer experience . That's the main challenge for companies.
actual customer experience process
There are 5 elements that are key in this process:
Content: Create content that enables customers to help themselves.
Messages: To provide a centralized experience.
Automation: To resolve customer issues quickly.
Reports: on customer feedback and the efficiency of the service delivered.
Data: To understand the complete story of each customer.
And it is based on these 5 factors that technology comes in to help companies implement their customer service experience processes.
New call to action
Hubspot ServiceHub
This tool from Hubspot provides the tools to unify sales teams, customer service channels and, in short, improve customer service and enhance proactive service. How does it improve customer service?
1. Conversation tray or inbox
This tool centralizes in one place all the channels through which you interact with users, allowing you to consolidate all the information, align the team and filter the requirements to begin providing customer service in a more efficient and effective way.
Additionally, build a contact record where all communications are historically available to any team that is interacting with the client. At the same time, you can begin to track or keep a record of all the cases generated and the different stages they are in in the process. This way, you will have a standardized process with defined steps.
This, in turn, will allow you to measure and pay attention to how long it takes the team to solve a case, how quickly they move through each of the stages, what the common themes are, etc. This will help identify trends or where resources should be channeled.
2. Knowledge base
Customer service teams are often answering the same questions. One way to start streamlining these efforts and generating resources that can make customer service more productive is a knowledge base.
It's all about generating content so that customers can answer their own questions. As a tool, it's something that has helped solve many cases at Hubspot. The last measurement indicated an equivalent of around two million dollars per month in man hours.
3. Surveys
Automation allows you to identify opportunities for improvement throughout the process. One specific activity is surveys sent to the audience. These help measure customer feedback and, based on this, automate different types of actions.
And this is where we begin to link different potentialities of each client. For example, if we identify that we have a client who is extremely satisfied with the service provided, we will know that we have a potential brand promoter.
On the other hand, if we find that a customer had a bad customer service experience, we can also be creative and pay attention to anticipate the customer's abandonment or cancellation or, even worse, becoming a potential detractor.
4. Reports
They allow you to learn about different topics such as: the volume of requests, the channels through which they arrive, how long it takes for them to be resolved, how productive the team is in solving cases, what our best customer service representative is doing, etc.
All these measurements will allow us to optimize the customer service , as well as implement good actions to increase the success rate of the experiential journey offered to the customer and be more optimal in the way we operate.
Everything we've seen is a process of continuous learning and optimization. The idea is that along the way we can start to see what works in order to replicate it, but also identify what isn't working in order to stop doing it as quickly as possible.
If you want to learn more about how technology and automation can help your business, we invite you to review our automation and CRM solutions .