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Can Great Customer Service and Technology Co-Exist?

Category: The Growth Lab / 7 minutes to read
Author: Stephanie Heitman
Published: August 24th

Can Great Customer Service and Technology Co-Exist?

Category: The Growth Lab / 7 minutes to read
Author: Stephanie Heitman
Published: August 24th

Great customer service is all about that personal touch. When you greet a regular customer by name, when you listen intently and respond compassionately to a complaint, or when you suggest a complementary product based on someone’s past purchases, those personal details help your business stand out from the crowd. 

When you think about technology, on the other hand, you tend to think about automation, computers sending canned responses, and a lack of that human touch that makes for excellent customer service. However, when used properly, technology can enable highly personalized service. Here are some ways to harness the power of AI and automation to provide an even better experience for your customers. 

Use Chat to Connect 

Chat is becoming an increasingly popular way for customers to get answers to their questions. Live chat is a great way to establish a person-to-person connection online, but other chat options driven by tech can also enhance customer service. 

You can use AI technology in conjunction with live chat technology to answer some of the more basic questions you get through your chat service. This frees the live team members up to deal with more complex issues and ensures that all customers are getting the right answers in a timely manner. 

If you’re not ready to take on live chat, chatbots can still provide customers with answers to most of their questions. Plus, chatbot services are a quick and easy way to collect customer information to follow up personally if the bot isn’t able to resolve their issue. 

Respond Quickly with Lead Management Tools 

As important as a personal touch is to customers, a speedy response is just as critical. The online world has made it possible for brands to respond instantaneously to customer requests, so that’s become the expectation for consumers when they interact with a business. 

While it’s challenging to answer each email individually in a timely manner, lead management tools can make it easier for you to follow up with tailored responses. You can set up emails triggered by certain customer actions, for example. If someone makes a purchase, you can set an email series that first thanks them for their purchase, then checks in a week later to make sure they’re happy and prompt them to leave a review. 

Some lead management tools also allow you to make sure that no one falls through the cracks. While it’s easy for a human to lose sight of an email buried in their inbox, these tools ensure that emails send on a regular schedule and no customer is left hanging. 

Track & Understand Customer Behavior 

Another benefit of lead management tools is that you can use technology to understand your customers better. When you're tracking your leads, you can see all sorts of information like how they interacted with your website or social media channels, and what drove them to finally contact you. 

Using this information, you can begin to understand what's resonating with your customers. Then, you can target them with messaging that best addresses their preferences.  

Retargeting Ads to Deliver Your Message 

Consumers go through anywhere between 20-500 online touch points before making a purchase. That number may seem insane, but it makes sense when you think about how you shop. So, how can you keep getting in front of those consumers during their journey? Retargeting allows you to present a consumer with advertising about a product in which they’ve already expressed interest. 

When someone clicks a specific product page on your website, there are tools to track that behavior. You can then target them with display ads on search engines or social media sites that link back to the product they just viewed on your website. This is a great way to stay top-of-mind with consumers so that when they are ready to make that purchase, it’s your business that they turn to.  

Great customer service is about personalization. While they may sound incompatible at first, technology and customer service can cooperate to deliver an even more personalized approach to your customer interactions. 

When you track and understand customer behavior, and use automation and AI to respond to inquiries quickly and accurately, customers feel they’re being taken care of by a team that really gets them. And that will make them all the more likely to turn to your business again and again. 

If you want help incorporating more tech into your marketing, give us a call.

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