Forrester's Top Trends For Customer Service In 2016
It’s a no-brainer that good customer service experiences boost satisfaction, loyalty, and can influence top line revenue. Good service — whether it's to answer a customer's question prior to purchase, or help a customer resolve an issue post-purchase should be easy, effective, and strive to create an emotional bond between the customer and the company. Here are 5 top trends - out of a total of 10 - that I am keeping my eye on. My full report highlighting all trends can be found here:
Trend 1: Companies Will Make Self Service Easier. In 2015, we found that web and mobile self-service interactions exceeded interactions over live-assist channels, which are increasingly used by customers as escalation paths to answer harder questions whose answers they can’t find online. In 2016, customer service organizations will make self-service easier for customers to use by shoring up its foundations and solidifying their knowledge-management strategy. They will start to explore virtual agents and communities to extend the reach of curated content. They will start embedding knowledge into devices — like Xerox does with its printers — or delivering it via wearables to a remote service technician.
Trend 2: Field Service Will Empower Customers To Control Their Time. 73% of consumers say that valuing their time is the most important thing a company can do to provide them with good service — whether on a call, in a chat, or while waiting for a service technician to troubleshoot and fix their product. In 2016, customer service organizations will better support customer journeys that start with an agent-assisted service interaction and end with a service call. They will explore lighter-weight field service management capabilities, which give customers self-service appointment management capabilities and allow agents to efficiently dispatch technicians and optimize their schedules.
Trend 3: Prescriptive Advice Will Power Offers, Decisions, And Connections. Decisioning — automatically deciding a customer’s or system’s next action — is starting to be heavily leveraged in customer service. In 2016, organizations will use analytics in a much more prescriptive manner - for example to prescribe the right set of steps for customers or agents to more effectively service customers; to correlate online behavior with requests for service and prescribe changes to agent schedules and forecasts. Analytics will be used to better route a customer to an agent who can most effectively answer a question based on skills and behavior data, or to better understand customer call patterns and preempt future calls.
Trend 4: Insights From Connected Devices Will Trigger Preemptive Service and Turn Companies Into Services-Based Ones. Companies use support automation to preemptively diagnose and fix issues for connected devices. For example, Tesla Motors pushes software patches to connected cars. Nintendo monitors devices to understand customer actions right before the point of failure. In 2016, the Internet of Things (IoT) will continue to transform companies from being products-based to services-based . Examples abound where companies are starting to monitor the state of equipment via IoT, and realizing new streams of revenue because of their customer-centric focus. To make the business model of IoT work, companies must keep a close eye on emerging interoperability standards: device-to-network connectivity, data messaging formats that work under constrained network conditions, and data models to aggregate, connect with contact center solutions, and act on the data via triggers, alerts to service personnel or automated actions.
Trend 5: The Customer Service Technology Ecosystem Will Consolidate. The customer service process involves complex software that falls into three main categories: queuing and routing technologies, customer relationship management (CRM) customer service technologies, and workforce optimization technologies. You need to use solutions from each of these three software categories, which you must integrate to deliver quality customer service. We believe that the combination of: 1) mature software categories in which vendors are struggling with growth opportunities; 2) the rise of robust software-as-a-service (SaaS) solutions in each category; 3) rising buyer frustration; and 4) the increasing importance of delivering simpler and smarter customer service makes for ripe conditions for further consolidation to happen in the marketplace, This consolidation will make it easier for buyers to support the end-to-end customer service experience with a single set of vendor solutions.
Kate Leggett is VP and Principal Analyst at Forrester Research, serving Application Development & Delivery Professionals. This blog post first appeared on the Forrester blog here.
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, marketing, customer experience, product and sales functions use customer obsession to accelerate growth. Through Forrester’s proprietary Research, Consulting, and Events, leaders from around the globe are...