Mobile users are more task-focused and proactive than desktop users, explains ContactBabel and Uniphore’s US Contact Center Decision-Makers’ Guide 2015, so when they need help, they expect their customer service providers to be proactive as well.
If you fail, they’ll go elsewhere, reports Mobile Marketing Magazine.
How to Know When Omnichannel Service Escalation is About to Escalate Customer Abandonment
Research after research shows customers’ experience will impact their decision to stay with your company or leave. Will you fail or succeed? Here are 3 warning signs to keep an eye on.
Your Contact Info Isn’t Clickable
In an attempt to serve any possible need, companies often clutter their “contact us” pages. Making it clear how one can contact you is the first step, but if you don’t make your phone number clickable, mobile users will need to go in and out of the page multiple times to dial on another app.
You can rest assured your page will reload at least once in the process and they’ll need to start from scratch or wait an extra minute if their WiFi gets stuck.
Your IVR Isn’t Visual
Interactive Voice Response IVR systems are more complicated than they look. With 20% of US adults suffering from hearing disabilities to some degree and almost 5% suffering from ADHD, it’s not surprising that studies report that people either avoid them or abandon them midway.
In this day and age, chances are your customers are calling you from a mini-computer called a smartphone. Offering them a visual interface with clear instructions and choices allows shorter AHTs (average handling times) and happier customers, who don’t need to wait in line to fill in data, pay bills or give you photos of damaged merchandise.
You Treat a Customer’s Call as a Separate Request from Other Attempts at Resolution
Even though customers often call you from the same device they used to try to find the problem on their own (by searching your site, contacting you on social media, or calling your IVR), ContactBabel has found that most companies don’t keep track of this type of customer history.
Therefore, customers are asked to repeat information and explanations they already gave in previous interactions. As a result, the call lengthens, the customer grows frustrated, and the agent finishes the call worn out, as the phone rings again.
It doesn’t have to be this way. We all have some strategies we prioritize over others, but as mobile usage grows and customer expectations for quality cross-channel service increase, you can’t afford to be left behind. Watch out for these warning signs, so your social feeds and board meetings can start filling up with raves.
[About the author] Dylon Mills is the Director of Marketing Content Strategy & Development at Uniphore. As such, Dylon’s main responsibilities are to strategize, create and deliver content for Uniphore’s product portfolio that aligns with the global Go-To-Market strategy, corporate positioning, and marketing campaigns. Dylon’s prior work experience includes Product Management at one of the top Fortune 500 Technology companies, Symantec Corporation. Outside of work, Dylon enjoys problem-solving and any project that includes building/tinkering with tools. Dylon holds a BS in Consumer Economics from the University of Georgia.