5 key steps to boosting your customer satisfaction with Unified Communications
Unified Communications (UC) tools have enjoyed a massive surge in popularity over the last few years. Amid the global coronavirus pandemic, businesses have come to recognise the benefits of UC as a means of keeping their teams connected, their businesses agile and their bottom lines healthy. Now that the dust has settled, and organisations have fully adapted to the new normal of remote and hybrid working, thoughts have started to turn towards how organisations can utilise UC to enhance those all-important customer experiences.
But what’s the best way to go about improving customer satisfaction while adopting and implementing a UC strategy that harnesses the full power of its tools? What do you need to do to maximise the potential of UC for your organisation?
In our new series of blog posts, we look at the 5 key steps every business needs to take in order to build a solid UC strategy that changes the way customers interact with your brand.
Step 1: The generation game. Start with a customer analysis
Every good customer experience (CX) begins with a solid business strategy, and every solid business strategy must begin by placing the customer front and centre. If you want to adopt UC tools as part of your business’s CX strategy, you’ll need to start by carrying out an in-depth analysis of the people you want to connect with.
Who are your customers? What are they interested in? Why do they come to you above your competitors? The more you know about your customers, the more insight you will have into why they want to connect with you, and the ways you can make this as easy as possible for them to do.
There will, for example, be little point in shifting wholesale to AI chatbots if your primary customer base is an older one who prefers the sort of personal touch that’s inherent in a telephone call. You could still benefit from adopting a UC solution in that circumstance, but you might find that SIP Trunking or a Contact-Centre-as-a-Service (CCaaS) provision better suits your needs.
On the other end of the spectrum, if your main customer is under the age of 30, it may not make sense to provision customer services through a traditional contact centre. All the statistics show Generation Z to be primarily visual consumers, who want quick and easy omnichannel access to businesses. They appreciate speed and cross-channel support rather than human input and are more than happy to undertake DIY problem-solving if it means they can do it on their own time and on their own terms. Under these circumstances, an AI-enhanced chatbot will be a useful tool to have, pre-loaded with a suite of answers to commonly asked questions.
As with the evolution of customer behaviour in the digital world, it is important to remember that not all customers are created equal, and neither are all UC tools. Every unified communications tool will offer a different solution for a different customer and generation and every UC strategy needs to be worked back from the specific end user.
So dig deep into your customer mindset and build your strategy from there.
Key questions to ask yourself:
- Can or should the customer interaction be automated?
- Where does your customer make the first contact?
- At what point in the journey are exit rates at their highest?
- What do your customers contact you about most often?
- Where do you want your teams to be focussing their energies?
The next step…
Have you got your customer profile perfected? Then you’re ready to think about the Unified Communications solutions that will help you connect with your customers.
See the next blog in our series for tips on how to choose the best tools for your UC strategy.
Step 2: Choose your solutions
The rest of the series
Step 2: Choose your solutions
Step 3: Empower your teams
Step 4: Analyse customer behaviour and act on feedback
Step 5: Don’t ever think it’s done
