It is not news that the COVID-19 pandemic has accelerated the Digital Transformation process, as well as the improvement of many relationship channels – especially from the integration of physical and digitals (phone, WhatsApp and chats integrated to websites and marketplaces).
During the social isolation period, we could increasingly notice Brazilians performing daily tasks, like bank accounts payments, through smartphones and mobile devices. At the end of the last year, for example, the PIX payment system completed one year and it’s already used by more than 100 million Brazilians, according to the Central Bank. In addition, according to data released by the Locomotive Institute, 19% of Brazilians already have an account in digital banks.
Changes in consumption habits during the isolation period also boosted transformations in the way of undertaking and relating with the customer, making many companies run to provide a humanized omnichannel service to their customers.
Positive experience is fundamental for service success, according to experts
Offering a positive and memorable experience (CX) for the customer is fundamental to retain them and keep the business’s competitiveness.
Researches from Zendesk revealed that when the customer service provides a positive experience, 81% of customers would buy again from this brand.
According to experts, this data, by itself, it’s already enough for entrepreneurs and leaders to invest in the quality of service offered inside companies.
“The service is the basis of the relationship with the customer. It is from it that a brand can have a bond with its customers. So, it’s no use wanting to compete with attractive prices if the company-client relationship is terrible. Nowadays, customers are increasingly demanding and wish to be well-served, heard and having their problems solved as soon as possible”, explains Antimo Gentile, CEO of DNK Infotelecom.
The expert, who has more than 40 years of experience in the Informatics and Telecommunications fields, also explains that other factors, like brand reputation, business expansion and employee team engagement are also fundamental for the quality of the provided service.
Omnichannel: companies should invest in humanized omnichannel service to improve the CX
With the increasing need of companies investing in the customer service quality, Gentile also says to be fundamental the investment in technologies and solutions capable of improving the customer experience, in addition to optimizing and personalizing the service, as is the case of omnichannel solutions.
“The integration of many channels to relate and sell to your customer offers a complete service experience in the customer’s journey. The omnichannel is not a trend anymore, it is already a reality for the ones who wish to provide positively outstanding, personalized and humanized experiences for its customers and consumers”.
In Gentile’s opinion, the omnichannel customer experience goes beyond only selling in different channels. According to him, the omnichannel ranges from selling in more than one channel, as well as serving and being able to control all of this.
“The value proposition of a business is how satisfied the customer is with the service. In an increasingly digital era, it is fundamental that the entrepreneur is immersed in this world and invests in solutions that will make your company arrive at the customer, that is multi connected and is present today in smartphones, tablets and desktop”, he affirms.
Towards omnichannel
In the case of companies that wish to initiate their omnichannel journey, the first thing to be done, in Gentile’s opinion, is to become a professional and invest in management systems that allow the automation and integration of all areas of the business.
“The first thing for a company to be omnichannel, in addition to becoming a professional to understand the subject and follow the market, is investing in systems integration. This includes integrating from inventory, as well as sales, customer and financial support. Everything must talk to each other.”
Others tips for companies to become omnichannel is:
Have a management system
In Gentile’s opinion, a management software is fundamental to any company.
“Managing sales is complicated and with a management system, even a basic one, is easier to monitor your business, in addition to well serving the customers and not frustrating him in some process of selling the service or product”.
Be present in the e-commerce
According to DNK’s CEO, being where your customer is, is essential.
Nowadays, a great number of companies are migrating to e-commerce and this transition has become a competitive advantage for the ones who know how to use the data provided by the digital store.
“Being prepared to serve your customers is fundamental to add value when you can see the metrics of access, that will provide information about who, how and where your customer is looking for your company”, guarantees Gentile.
Listen your customer
“Nowadays, it is really important that brands listen to their audience, understand what they wish and, from that, develop products to meet these needs. Of course, in addition to all of this, a quality service is essential”, explains Gentile.
According to him, the use of omnichannel solutions in services allow the company to be closer to its customers to better serve him. However, this customer needs to be at the center of the business and the core business needs to revolve around their needs and the experience they crave.
Retain your customer
For DNK’s CEO, listening to the customer, investing in satisfaction surveys and creating a relationship in pre and post sales is fundamental for your customer to feel important.
“Offering a good service in the pre, during and post-sale will make all the difference in how your customer will see your company and also in the loyalty process of him. Also, consequently, it will be the best advertisement for other people to reach you.”
Invest in systems integration
“Integrating systems is fundamental for your company to communicate with marketplaces and also with other companies that make, for example, their delivery logistics”, guarantees Gentile.
According to him, solutions integrated with the APIs of the main applications are also essential to expand the customer service possibilities.
“It is necessary that companies are technologically capable, with solutions that are easily integrated, especially those that have APIs that allow the flexibility to expand and adopt solutions that are complementary to theirs”.
The importance of humanized omnichannel service
DNK’s CEO has also warned about the importance of the omnichannel service being humanized.
“It is not something new that the human being likes to feel special. No one wants to be mistreated or ignored in their demands. So, why not put yourself in the customer’s shoes – once we are also customers – and offer a more empathic and humanized service?”, asks Gentile.
The expert regrets that many companies still do not understand the importance of creating bonds with customers, which can negatively impact the image that a customer has about them – once these customers can start thinking that all services will be the same, without caring about the customer.
“A personalized service for each customer is essential for your customer’s understanding that their difficulties will be resolved in the best possible way and that the service will be treated with individuality. It is this individuality that will be the differential when it comes to retaining a customer”.
Facing this reality, Gentile shares some important practices for companies to offer a humanized omnichannel service that can enhance and strengthen the relationship between the parties.
Guidelines for companies to offer a humanized omnichannel service
1. Know your customers well
According to Gentile, knowing your customers and their needs is fundamental.
“Listen to your customer, see what the data is telling you and invest in satisfaction surveys. The best way to meet your customers’ expectations is knowing them”
2. Train your team
“Train your team to, in addition to knowing how to work with omnichannel technology, know how to listen and deal with each situation individually and empathically – without scripts and without the collaborators looking like robots”.
3. Ensure the dissemination of corporate culture throughout the team
“Ensure that your entire team is aligned regarding the culture used in the company and that it adopts it in their daily lives”.
4. Create a humanized management culture
“Put efforts to create a humanized management culture. Here, it is worth remembering that the concept of impeccable treatment should happen inside out.”
5. Have the conscience that people are the center of the business
According to Gentile, it is necessary to have in mind that people are the center of the business, and not only when we talk about customers but also internally and in the development of social actions with the community.
“The customer is the key that makes companies work. After all, without customers, without profits”, he remembers.
“Although it is necessary to invest in providers and partners to offer a quality service, this is what will make a brand stand out positively.”
DNK is a leader in omnichannel solutions focused on performance and CX
Aligned with the market trends and needs, DNK offers the best solutions for Call Center and Contact Center, being specialized in the development of high-performance products, solutions and services for companies in the area.
The use of last generation technologies together with a team of experienced professionals, took DNK to constantly innovate to transform the experience of customers and partners with their consumers.
DNK cherishes excellence in customer service, providing their partners with tools and platforms with innovative and customizable functions in order to guarantee a satisfactory and unforgettable Customer Experience.
With DNK’s products and services, customer service is made through an integrated omnichannel platform, which connects all service channels (WhatsApp, voice, web, chat, among others) with fast customer’s data and information recovery, in order to provide a complete and satisfactory management of customer journey with differentiated results, maximum security and in compliance with the standards required by the LGPD.
The company is recognized by the market and awarded by its solutions and successful cases. Winner of the “Best Self-service Solution” category in the XXI Modern Customer
Award and champion of the silver trophy at the 2020 Cliente SA Award, in the “Leader in Innovation Strategy” category, in partnership with a customer, DNK understands that a well-served consumer is the secret to successful service.
