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Customer Service Trends in 2015 and 2016

Customer Service Trends in 2015 and 2016

At this year’s Customer Contact Expo 2015 we had the pleasure of sitting down with Ian Robertson, Customer Contact Specialist at The Forum (PPF). In this short video Ian shares some insight into customer service trends that have started to take over the industry.

Over the past year, the Professional Planning Forum have been running a number of events designed to inspire, share best practice and offer essential skills to those involved in directing and managing quality and customer experience in customer contact centres.  The main aim of these events is to help organisations tap into the mind of the customer to better understand them and consequently deliver better service. 

Somewhat unexpectedly, the PPF team have noticed that more and more organisations across multiple industries have started to direct their focus on placing their customers at the heart of their business. Organisations are shifting their business focus to fit the needs of the customer instead of trying to make the customer fit those of the business.

As quoted in the PPF Best Practice Guide 2015 “ Success is no longer about transactional efficiency (quicker, cheaper), but about the wider process and customer experience”. 
As Ian states, when it comes to satisfying the customer, organisations have demonstrated a significant and tangible move from simply ticking ‘best practice customer service’ boxes, towards actually thinking about the customer’s real needs and wants as well as what influences them to buy.  

Businesses are finally starting to look at the customer’s journey as a whole instead of looking at each transaction as a silo. 10 years ago there was no such thing as webchat, social media, video as well as very little email where this channel was rarely being used. Why is this so important? Today  digital accounts for over 35% of all interactions and is forecast to overtake voice in two years’ time.

Being able to fully understand the customer journey in its entirety, with all its points of contact and interaction, is now more important than ever. Organisations are accepting that customers are moving between channels and have multiple points of contact before making a purchase as well as after completing the desired action. With a wholesome and realistic understanding of the customer, organisations can now start servicing them better and start creating real value in their customer service and experience