2023年1月20日

在CX Connect第三天的後半段，來自Kustomer的發言人表示，在COVID-19大流行之後，公司現在開始意識到，他們的聯絡中心可以成為留住客戶的寶貴工具。“傳統上，聯絡中心被視為成本中心，首要任務是削減成本。現在企業開始意識到，他們的CX團隊有很大的機會來創造品牌忠誠度和宣傳，”Facebook公司Kustomer的內容和研究總監安德裏亞·保羅-薩萊諾說。Kustomer的營銷副總裁加布·拉森(Gabe Larson)補充道:“CX現在與收入掛鉤。“你越能把增長與CX聯係起來，就越好。”保羅-薩萊諾解釋說，其中很大一部分原因是呼叫中心收集了大量的客戶數據。“企業確實在改變CX對業務的重要性，”她說。“客戶服務團隊掌握的客戶信息太多了，企業開始看到其中的價值。”這標誌著一個更大的趨勢，即公司已經轉移了他們的呼叫中心優先事項。在Kustomer的一項研究中，81%的公司表示，到2025年，他們的客戶體驗首要任務是減少等待時間，其次是實現一致性和提供主動支持。 Additionally, 52 percent of companies today are preparing to be able to deliver customer service with video within the next three years. Other investment priorities include agent training, artificial intelligence and chatbots, and advanced analytics. “Chatbots can be a great first line of service for simple requests,” she said, noting that self-service has become a lot more desirable, especially for younger consumers. But, at the same time, “that escalation point to a human is very important.” Also important is personalization, which Kustomer’s research found to be the most valuable customer service attribute. In fact, 85 percent of respondents to the survey said they appreciated support that is conversational, and 74 percent said they disliked when agents stick slavishly to prepared scripts. “Customers value personalized experiences. It’s important to treat customers as individuals. That can be a real differentiator for the business,” Paul-Salerno explained. And CX leaders are also starting to catch on. In Kustomer’s research, 84 percent of CX pros said they believed personalization will be more important in 2025 that it is today. But it’s not just about personalization, according to Paul-Salerno. In today’s business climate, customers want hyper-personalization. “Hyper-personalization can mean so much to a customer. They want to feel valued; they don’t want to be treated like just another transaction,” she said. Kustomer’s research also found that customers spend more when experiences are tailored to their unique needs and preferences. The challenge for many organizations, however, is that the technology hasn’t caught up yet. According to Paul-Salerno, too many organizations require their agents to toggle between systems to access information, which does not allow them to have the truly personalized conversations that customers want. Tied with the idea of personalization is reaching customers on their preferred channels, and there, too, changes are becoming evident. Though phone is still the preferred channel, other forms of communication are gaining popularity. “The phone’s not going to be it forever, and you need to start preparing for that shift immediately,” Paul-Salerno said. Free