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Interview with Julia Morales, Business Development Manager at InConcert, about the most common mistakes companies make in their digital transformation process. In this note, the Customer Experience expert emphasizes the importance of having good foundations in digitalization, before incorporating more complex technologies. Discover how to diagnose and solve the main inefficiencies in the relationship with your customers.
What are the main inefficiencies that InConcert encounters when it comes to advising companies on their relationship with customers?
Although all companies are different, there are a number of patterns and “errors” that are repeated in different cases. In every phase of a customer's life there are inefficiencies, from the moment the lead is generated until it becomes a customer, in everyday inquiries or even debts. When carrying out a diagnosis before starting to work with our clients, we consider it key to return to the basics in the care strategy, before moving on to more complex technologies. Often what the customer needs is integrate a CRM before incorporating sentiment analysis, for example.
In this sense, what are the inefficiencies you detect in the marketing area of companies and how can they be solved with technology?
One problem that we see a lot is that The investment in marketing is not being squeezed out to the maximum nor are interactions profitable. There are companies that spend a lot of money on campaigns, but after they capture the attention of the leads, interest is not maintained because it is not possible to really give the customer what they want.
To reverse it, it is essential generate tailor-made content through good segmentation in campaigns, landing pages, pop ups, taking advantage of all the customer data we have. The attention of hot leads is also key, with the right agents for each interaction, aided by automated follow-up. If you get a lead, it takes six hours to respond, and the agent has no idea what product they were interested in, you probably won't close that sale.
Another point that we recommend is the reuse of leads using nutrition techniques. Feed our contact base. What is trending today, companies have done all their lives: sending letters, magazines, gifts, making calls. The advantage of Lead nurturing The current fact is that we can do it through various channels and in an automated way.
These points do not require “aerospace” technology. With rapidly implemented tools, it is possible to greatly enhance sales capacity and customer experience.
What treatment do you recommend for the customer care area?
There are companies that still keep their attention on the phone, since they want to give a personalized service yes or yes. But to maintain a good level of service, they must increase their equipment and resources if the number of customers increases. In addition, The customer is obliged to contact each other in one way, reducing the customer experience.
In these cases we recommend use asynchronous channels, where agents can resolve different interactions at the same time (chat and call, for example) and customers decide how and when to contact each other.
On the other hand, it is common for a percentage of the questions that come to a company to be repeated: “I want to modify my order”, “What day do I have the appointment?” , “Is there parking at the hotel?”. It's possible automate interactions using voice or chat bots, which don't necessarily require advanced artificial intelligence to meet customer requirements. In this way, agents can focus on tasks that generate much more value, and that at the same time require challenge and growth.
In short, what recommendation would you give to a company that wants to start its digital transformation journey?
The fundamental thing is to start by organizing all the processes well before incorporating more complex technologies. Start with a good foundation. It is very important to generate new customers; but we must also consider cost efficiency and focus on improve the customer experience of the customers we already have.
Generating macro projects that attack all of a company's pain points can be exhausting for the company (imagine a project that has been implemented for years) and also for the vendor. At inConcert we provide comprehensive solutions, and at the same time we develop specific solutions to attack specific pain in the area of sales, marketing, services and collections. Making each plot more efficient allows for faster and more visible results in a few weeks. After that, we are in a position to move on to more ambitious projects or more innovative technologies such as Speech Analytics or chatbots with NLU.
