We all know that businesses strive to be efficient — not only within the customer service department, but throughout the entire organisation. However, as customer experience continues to become more important than price and product when it comes to loyalty, the goal for CX departments to be highly effective can at times feel at odds with the efficiency mandate.
Kustomer wanted to hear from CX workers on the front lines, and surveyed over 120 professionals to understand how they’re feeling. Read on for the findings from our research, and for strategies to achieve efficient customer service without compromising the customer experience.
The Efficiency Mandate
It comes as no surprise that the vast majority of respondents reported a need to be more efficient. A total of 92% of organisations say more efficiency is needed, but 51% also reported that there is a greater need for efficiency than a year ago. Only 6% of respondents said that the need for efficiency has decreased in the past year.
Whether it’s a recession, a pandemic, or changing customer expectations, the success of a business can swing downward swifty and without notice. Organisations have felt this impact strongly in 2020, and the gaps in their strategies that they may not have felt a year ago are now staring them directly in the face. Perhaps efficiency isn’t the number one priority for a customer service organisation when business is booming and resources are available. But the power of an efficient AND effective customer service organisation can make a massive impact during both challenging and successful times.
A few factors are impacting how organisations are achieving efficiency: 63% of respondents reported having limited staff, while 44% reported being on a strict budget. A total of 42% of customer service professionals reported not being able to currently manage 24/7 support, while long wait times and access to the right tools seemed to be less of a concern for CX organisations.
However, when staff and budget are unexpectedly slashed, having technology tools in place that can minimise that impact and make agents’ jobs easier, is of the utmost importance.
Challenges Associated With Delivering Efficient Customer Service
It’s clear that customer service professionals know they must be more efficient, and aren’t sure how to do so in a way that provides a positive experience to their customers. The fact of the matter is, all customers must be served, and oftentimes there are roadblocks to doing so in an efficient manner.
Challenging inquiries are the number one reason CX teams report that they can’t deliver efficient support. While automation and self-service tools wouldn’t be effective in resolving challenging customer issues, the implementation of these technologies can actually free up agent time to tackle these inherently more time-consuming tasks. Instead of answering simple inquiries like product and policy questions, customer service teams can spend more time on higher level support and relationship-building.
Another top roadblock to delivering efficient support is unclear or unknown policies. When agents have to go searching for accurate information, across a variety of systems, customers are sure to suffer. Ensure that you have a solution in place that can surface relevant policy information, with the ability to update it in real time as policies shift and change. Intelligent chatbots can even tap into this knowledge base and surface highly relevant and always-accurate information to consumers instantaneously.
Beyond the nature of customer inquiries, there are additional external factors that customers report are preventing them from adopting efficiency tools.
The top reasons that organisations aren’t adopting efficiency tools, are a lack of executive buy-in and a lack of budget, which unsurprisingly go hand in hand. If leadership doesn’t understand the value behind adopting efficiency tools, they likely won’t allocate budget for them.
Ironically, adopting efficiency tools could completely transform a CX organisation from a cost centre into a profit centre, ultimately benefiting not only the executives but also the business as a whole. Think about it: time is money, and when valuable human time is spent on low level tasks that technology can handle, no one benefits. Tagging conversations, routing conversations, answering very simple questions … all of these tasks can be menial and brain-numbing to customer service agents. With the advent of technology, customer service agents no longer need to be relegated to low level work, and can take a more prominent and important role within an organisation.
Not only will agents spend their time answering more challenging and important inquiries from customers, they will also have the time to build long-lasting relationships, proactively reach out to customers, make customers feel heard and valued, and even close more business. This time spent by agents will truly contribute to the bottom line of a business, increasing loyalty, advocacy and brand sentiment.
For the full findings from Kustomer’s latest research, including breakdown by industry and business size, download the full Efficiency Research Report here.
