ENHANCING THE CUSTOMER EXPERIENCE
The way that customers interact with brands is fundamentally changing, which is putting great pressure on companies to meet expectations. Used to
As David Ziltener, Head of Global Go-To-Market at Swiss Post Solutions describes, “customers are expecting much faster response times. If they’ve got to wait two or three days for an answer, then they may just move on or consider alternative options.” What’s more, premium service cannot be reserved only for high-value accounts, it has to be across the board. As Ziltener continues, “even customers that don’t spend a lot of money with you, if you give them bad customer service, they might reach a large social-media community, which can have a strong impact on your brand reputation.”
BPaaS can enable the kind of fast, accurate service that customers desire. Firstly, the platform can work with a range of customer inputs and turn it into structured data. At the moment this includes paper letters, faxes, email, social media and messaging services. But in the
“Customers are expecting much faster response times. If they’ve got to wait two or three days for an answer, then they may just move on or consider alternative options”
David Ziltener, Head of Global Go-To-Market at Swiss Post Solutions
Automated document capture and processing greatly
But automation can be used to improve front-office, customer-facing activities as well. By utilizing a hybrid BPaaS model to capture and process data there is the further potential to connect this to a company’s customer relationship management (CRM) system. For example, even before a service agent talks to a customer, all relevant information on the actual customer case can be gathered and assembled from various systems and databases. Before it is routed to a human agent, a robot will have already automatically clarified open questions directly with the customer, allowing the service representative to come into the interaction at a later stage and provide better, more informed support. For simple cases, the query would be resolved without human intervention. It would only be in complex or exceptional situations that a human agent is involved. Processes like credit card applications and account openings, or cancelling a subscription for a mobile phone or digital service, could be handled by this type of model. Or a back-office employee tasked with finalizing an insurance claim could receive a report with suggested actions after a robot has processed a number of customer variables, such as claim data, proof of income, proof of payments and other documents. The result is a faster, more professional and more meaningful response for the customer.