With mobile interfaces and self-service portals and automated phone systems, the IT service desk ought to be getting the best customer satisfaction ratings ever. Yet most businesses are struggling to achieve happy customers, even though help is faster when automated. What’s the deal? Most of it is because all the automation and technology has taken away that valuable personal touch. Here’s how your service desk can put the personal touch back into customer service, without losing the time-saving convenience of all the technology and automation.
Use Your Data to Personalize the Customer Experience
Most marketing departments have delved into big data, but this data kind of just sits around waiting for someone to use it for a new campaign. Pull it out and use it to get to know your customers better. The data collected by marketing usually includes lots of demographic and psychographic information that can help you provide a personalized, customized experience for each of your customers.
Provide a Variety of Ways for Customers to Get the Help They Need
Most people visit an organization’s website before reaching out personally. They might go there in search of the answers they need, or to find your phone number, address, or email contact information. So, endow your website with lots of alternatives for reaching out — give them links to your social media accounts, email, an option to chat, your phone number, a link to your self-service portal … provide as many options as you can so that customers can contact you the way that is most comfortable to them.
Keep Your Finger on the Pulse of Social Media
Smart companies are monitoring social media, not just their own pages, but mentions of their organization outside their own accounts. This lets you know who is happy, who’s not, and what their thoughts and feelings are. It’s a much more honest, accurate picture than what your customer surveys say (though it also is not as fun to read). Look for hashtags that mention your brand name, product names, and industry so that you can see how people are responding and reacting to your business.
Track All Customer Interactions Across the Organization
When customers call the accounting department to inquire about their charges or reach out to the sales department for answers about an upcoming new product, is this information made available to your service desk? Doing so makes it easier for IT workers to understand your customers and their needs.
Technology does mean easing the hands-on workload of the service desk, but it doesn’t have to mean the end of providing the customer with a personal touch. Learn to use technology in your favor instead of inserting it as an obstacle between yourself and the customer. In the end, everyone wins from personalizing the customer experience.
About Danielle Livy
Danielle is the Senior Director, Marketing at Samanage. She has wide-ranging experience in content production, social media marketing, public relations, and brand messaging. Her happy place is sitting by the lake with a cold beverage in hand, with the occasional water ski session.
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