Get the right balance between digital and human customer service

In a recent blog, we looked at how modern customer service tools are being used to keep buyers happy. And businesses are doing this by using things like text alerts, AI, customer portals and self-service support platforms.

But when it comes to great customer service, technology is a long way off being able to replace humans. Sometimes you need support from an actual person. So, how can service-led businesses strike the right balance between digital and human customer service?

For example, AI pop-up boxes have come a long way over the last year or two, but they can still get an answer wrong or fail to understand a question. And, in such instances, if the customer doesn’t get the help they need fast, they are likely to get frustrated and possibly even take their business elsewhere. Technology can only do so much.

But that isn’t a bad thing. And we’d argue that the best way to use digital tools when providing customer service is to use them in collaboration with your people.

Digital to human 

So, by all means, use chatbots and other such tools as the first point of call. But make sure the technology is smart enough to understand where the customer needs help that it can’t give. And, at that point, make sure to switch from a digital experience to an interaction with a human.

But, what you don’t want to do at this stage is to make the customer start from scratch. So, wherever possible make sure your systems are integrated so that your customer support staff can see how the customer got to them, and the questions that they asked along the way.

You can also use technology to establish automated procedures to help your team to deal with standard issues quickly and easily (while giving them the flexibility to adapt if the technology isn’t providing the right response). And, where tech fails to do what you need it to, make sure your people feed this back to your service provider so this can be dealt with and fixed on a future update.

Human to digital 

Compellingly, it’s also possible to move the experience in the other direction – from a human to digital.

For example, after speaking to a member of your team, a customer might be happy to log in to a portal to find out what happens next. You can also provide automated updates to customers via  SMS to let them know how their matter is progressing. Your team might also want to email resources such as videos and downloads to customers to provide step-by-step instructions on what they should do next.

The trick is to find the right balance for your customers and make the support process as painless as possible for them, and your employees.

In today’s fast-moving age, expectations when it comes to service are higher than ever before. By investing in the right combination of technology and people, you can meet this need and demonstrate a genuine commitment to the people you serve, without putting an excessive burden on your support staff.

Want to see how technology can help to improve your customer satisfaction levels for one affordable monthly payment? For more information on how our service management software can help your customers, contact us today for an informal chat.

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