Customer service is one of the most important and the most problematic areas of the company. As far as we can standardize packaging, advertising and operating instructions without any problems, contact with customers is a constantly changing interaction. If that was not enough, customers do not want standard treatment! Every client wants to feel special and important for the company. During the first, as well as subsequent contacts, customers provide information about themselves to customer service employees, and they expect that this information will be saved and used in further communication. There is nothing more frustrating for customers than having to constantly repeat the same information.
In customer satisfaction surveys, many customers mention the necessity to repeat as one of the reasons for lack of satisfaction with the level of customer service. Therefore, in order to meet the expectations of the company’s customers, companies must go towards personalization.
What is the purpose of personalization?
The purpose of personalization in customer service is to give customers exactly what they need. This is becoming increasingly possible due to two trends.
First of all, digital development has enabled companies to register more customer data (e.g. through cookies) and to automate certain processes.
Secondly, mainly due to social media platforms, customers became accustomed to sharing information about themselves and used to transfer their data to companies.
The latest research about personalization
Oracle conducted a survey entitled “An enterprise in the age of personalization: ready for anything”, which included 300 company managers from 10 different industries. The purpose of this survey was to determine to what extent companies are prepared to meet individual customer expectations.
Here are the most important conclusions from this survey:
- 84% of companies are aware that customers expect more personalized service.
- Only 20% of respondents assess the ability of their company to offer personalized service as very good.
- Almost two-thirds of respondents say that the personalization trend is an increasing challenge for them in terms of their ability to compete effectively on the market.
- Companies estimate that if they were able to offer customers and employees highly personalized service, their annual revenues would increase by 18%. At the same time, companies know that the lack of personalization reduces their competitiveness and revenues.
- Almost all surveyed companies (97%) believe that investment in IT will play a key role in increasing the possibility of offering customers and employees personalized service. In addition, 81% of respondents notice a significant correlation between IT solutions available in the cloud and the ability of offering personalized service.
- Managers in the surveyed companies believe that personalization will help them stop customers from leaving as well as reduce staff turnover. They think that they could increase employees satisfaction by up to 94% if they offered them personalized service and more flexible industry applications that would help them achieve better results at work.
- Companies that increased their revenues last year over 10% are far ahead of competition in terms of offering personalized service. 49% of the leaders of the personalization era are able to take actions based on feedback from customers, while among other companies this ratio is only 18%. In addition, 38% of leaders can effectively respond to changing market conditions, while among other companies the ratio is only 10%.
Customer expectations are growing, but a number of tools are being developed to facilitate and improve customer service. A good seller must now follow changes in customer service standards (and it is even best to be ahead of these standards!) as well as select appropriate solutions to meet the increasing customers’ requirements, and that includes customer service personalization.