Human Factor and Digital Tools: How To Enhance a Business’ Customer Experience

Running a business today (regardless of the sector) is getting more and more complicated. Not just because the competition is getting tougher every day, but also because a series of external factors can thwart any effort, and relegate a company in a marginal position. In other words, keeping business at the top of a hypothetical hierarchy is not just about product quality: it involves parameters such as communication and self-representation. It also implies being able to satisfy any request coming from the customers, in a reassuring, immediate and proactive way.

This is probably now the most important factor for a successful business. Meanwhile, it is the most elusive one, since, as mentioned before, it isn’t directly related to the products and/or services provided by the company. It is more a corollary, an addition to the main item but it has become, over the years, as important as the product/service itself. All those measures taken to comply with the customers’ requests and ensure them the maximum level of satisfaction come under the name of customer service. This element has become so refined throughout the years, that new professional roles have developed just for this purpose. The “agents” supporting customers must be properly skilled and trained; the agent experience in the UK (which is in some ways similar to other countries) is crucial to determine the success or the failure of a company, or at least its reliability on the global market.

The importance of using the right tools

The relevance attributed to customer feedback in determining the longevity of a business is the one reason why today’s companies don’t rely exclusively on professionals to equip themselves with effective and high-performing customer service. Typically they combine their most qualified human resources with the newest technologies; such as cutting-edge cloud-based software like CcaaS solutions (Contact Centre as a Service). This helps manage and resolve customer queries through digital or agent services. If a company picks the right software and uses it properly, it can improve its customer service to ensure that it is more refined and efficient. The goal is clearly to create a relationship with the customer in which they feel valued by the organisation even after a purchase has been completed. This is what inspires customer loyalty. Furthermore, the impact of positive experiences can help raise brand awareness, which through social media, review platforms or word of mouth contributes to ongoing success. 

Proof of this is that even the most well-established brands, still constantly innovate new ways of engaging with customers and meeting their needs. And as long as technological advances and research in the field of customer service keep providing new tools to exploit this perspective, customer service will remain one of the key differentiators in the business environment.

To sum up, today’s business management is worlds away from what it used to be just a couple of decades ago. New professions and new technology have rapidly advanced the global scene, and new competencies will develop to keep up with the next waves of change. Cloud-based technology that can connect teams of agents and keep organizations running on the most up-to-date software will be key to getting the best out of new strategies and methodologies. All it takes is a dedication to customer experience and a data-driven road-map for digital transformation. The rewards? Customer loyalty, brand promotion and business success.