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Customer trust in self-service with omnichannel

1st Dec 2021
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Today’s consumers expect much higher ethical standards from  the companies they interact with digitally. Our own research found that 68 per cent of consumers surveyed felt that organisations should do what is morally right for the customer beyond what is legally required.

Despite this, the same research revealed that 65 per cent of consumers  don’t trust those same companies have their best interests at heart. This raises obvious significant questions about how much trust consumer  have in the technology businesses use to interact with them. So, where does this leave brands?

With the explosion of remote work in the last few months, brands are continuing to increase their presence on digital channels and social media platforms to meet their customers where they are.

In an ideal world, customers happy with self-service to access what they need, using channels and capabilities like websites, apps and chatbots, and brands would be relying on an omnichannel approach to meet their customers where they are to ensure seamless transitions and consistent experiences from one channel to the next.

But if consumers aren’t trusting these channels, how can brands build customer trust in self-service options?

The benefits of automating personal interactions

It is important to collect and harness the information gained in every interaction across channels to drive stronger, more meaningful, and personalised customer relationships.

A well thought out omnichannel strategy rests on delivering personalised and consistent services across all channels to increase customer satisfaction, which in turn fosters customer trust.

Consistency is key and can be achieved through automated systems. Having a service that’s always-on shows that the brand is committed to their customers’ satisfaction and overall experience. For example, automated customer service is not constrained by time zones or public holidays. If customers know that they can have their inquiries resolved 24 hours a day and don’t have to wait hours or even days for a response, this builds foundational trust between the customer and an organisation.

Automation plays a vital role in enabling consistent self-service experiences, but chat alone isn’t able to understand everything or handle all the tasks that it takes to make an exceptional experience. By combining AI and automation, organisations can create a seamless transition between bots and live customer service agents, creating a more memorable and tailored experience for customers.

The emotional connection to trust

One of the critical ways organisations can increase customer trust and satisfaction is to use tools that make a customer’s life easy and give them confidence that the problem will be solved.

Introducing technology at the start of the journey can go a long way in providing a great experience and building customer trust and loyalty. Imagine an experience where customers are contacted before the issue is experienced and issues are preempted and resolved even before they have been experienced – now that’s going above in beyond for the customer. And this is best achieved by how AI, intelligent automation and humans work in concert to see, analyse and proactively respond to the signs of a customer who’s unhappy, needing or about to need help and guidance.

Customer trust and brand loyalty are vital for building a successful business. The power is in the hands of businesses for building trust in customer service.

If organisations succeed, they will be able to not only unlock spending potential faster from their customers, but they will also be able to build long-lasting loyal customers that keep their brand top of mind.

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