Consumer frustrations with customer service have been well-documented. Many times, the very act of seeking support from a representative functions as a bad customer experience in its own right.
Long hold times haunt any attempt to call a company directly; customer feedback forms available online often feel like a gamble, with responses coming days later, if at all. The same goes for email inquiries. No matter what channel they choose, customers have always feared contact with customer service because of the challenge of simply getting in touch.
But mobile technology has brought swift, landscape-altering change to this frustrating means of communication — and that change is being driven largely by consumers. Whether brands like it or not, consumers have quickly turned to social media as a direct channel for airing customer service grievances.
Those consumers expect prompt responses from brand representatives. More and more often, they’re getting the sort of quick response they are seeking: Companies realize that consumers are impatient, and that customer inquiries aired over public social media represent a public relations situation that needs to be addressed immediately.
And as companies build better customer support services, they’re also integrating this functionality into their existing mobile commerce assets. That is helping retailers build a more engaging experience, both online and in brick-and-mortar stores.
Innovative Customer Support
Retailers are running several arms of their customer service on mobile technology now, and that’s creating new customer experience opportunities as mobility enters the physical retail space. Brands that own retail apps, for example, have deployed in-app messaging as a customer service tool, communicating with shoppers both in-stores and out in the world.
This app-based communication can also better improved in-store communication, with shoppers engaging with both in-store and remote sales associates as they try to remedy solutions and find the products they want. While not explicitly designed for customer service purposes, clienteling technology provides a similar functionality by making sales associates at any store location available to shoppers in need of their expertise.
As VentureBeat points out, mobile technology also enables faster communication and quicker service ticket resolution for brands. Conversations can follow consumers as they move about their day, and communications begun in-stores can carry on once shoppers have exited the front doors by using mobile messaging for follow-up inquiries and other customer service queries.
Mobile customer service solutions are still in their infancy for many major brands, but retailers are quickly realizing the importance of effective customer service solutions that meet customer demands. The alternative to a strong mobile customer service front is a company reputation that gets dragged through the mud in online reviews and social media complaints. Any business would do everything they could to avoid that scenario.
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