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In this episode of ColumbusCast, our CE Specialist Steve Lyon is joined by special guests from Microsoft, Toby Harris, Business Applications Sales Executive , and Mat Arnold, Technical Sales Specialist, to discuss how businesses can improve their customer service efforts despite times of change. Listen to the episode below (or watch our video here).


The changing landscape of customer service

We’re currently seeing a blend between the expectations of B2B and B2C. Customers are now looking for a personalised experience where businesses can engage with them on multiple levels emotionally to tackle their pain points, and on multiple channels.

For example, with Amazon, it’s not just convenient to buy products from their site, but it’s also easy to gain additional information such as order tracking via the app and website, with around the clock support. By offering always-on services, it ensures they’re always present for their customers, so when they do receive a query, it can be answered promptly to increase engagement with the brand.

omnichannel experience

How have customer expectations shifted?

Toby mentions that just 8.4% of businesses have an omnichannel experience due to their data being siloed, and that 61% of customers leave a brand because of a poor service.

if you’re unable to interact with your customers via multiple channels, from social media platforms like Facebook Messenger to a chatbot on your website, you’ll be at risk of not being present enough towards your customer base, resulting in prospects taking their business elsewhere.

What channels should your business be prioritising?

Here are a few channels that you should be looking at introducing within your customer service strategy:

  • Self-service options – this allows your customers to raise an issue and open a case without waiting in a virtual queue via telephone, making it more convenient for them to get in touch
  • Text messaging services – automatic text updates allow your teams to be more proactive with your customers by keeping them fully informed of the progress of their order, from first placing it to delivery
  • Chatbots and voicebots – these can free up your teams’ time, and if your customer requires further assistance, your agents will be readily equipped to deal with their query from the information they’ve inputted so far

customer service strategy

Why aren’t all businesses adopting an omnichannel strategy?

Changing aspects of your customer service strategy is sometimes easier said than done, and the complexity of change can put many businesses off from updating their processes.

For example, if you’re behind the curve on adapting towards new technologies, introducing software such as Dynamics 365 can not only seem like a daunting prospect internally, but towards your customers too depending on the scale of the change.

This is why it’s important you have a change management strategy in place when you’re looking to enhance your customer service. Learn about the steps to effective change management here.

What is the ‘One Microsoft’ platform?

The ‘One Microsoft’ platform combines all aspects from your sales pipeline, including how far along your customers are with their journey with you and your past engagement efforts, so that any salesperson can:

  • Get the right people on board to solve problems with integrations from other Microsoft apps, such as Teams
  • Explore similar customer cases and identify the best solution to the issue at hand

omnichannel experience

With additional releases from Microsoft that’ll support your experience and engagement, you’ll be able to make it easier than ever for your teams to get closer to your customers so you can deliver outstanding services.

Listen to our podcast to find out more

Scroll to the top of this blog or search ‘ColumbusCast’ in your podcast app so you can learn more about improving your customer service, including:

  • How an omnichannel experience can enhance the relationships you have with your customers
  • The roadmap for future Microsoft Dynamics 365 releases
  • Everything you can expect with Microsoft’s acquisition with Nuance

Finished the episode? At Columbus, we help businesses build visions that bring value and optimisation through technology-based change. In our interactive infographic, we explore:

  • How you can provide digital channels to better engage with your customers
  • How to provide always-on experiences with your customers
  • The value of our Catalyst Workshop to identify new gains and address pains

Get your copy below.

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