Succeed in the digitalization of its customer service
The digital transformation of customer services is on everyone's lips today. In this ultra-connected world, digitalization now concerns all companies. But there is no question of taking the digital turn without a rigorous and methodical organization. To succeed in the digital transformation of your customer service and gain in efficiency, here are the 5 key steps that we advise you to follow:
1/ Improve customer knowledge
Getting to know your customers better is the spearhead of your digital transformation project. More than ever, it is essential to offer a unique, ever more personalized Customer Experience. The challenge: anticipate by adapting your products and services to the needs and expectations of your customers. How? Listening to customer feedback.
2/ Define your objectives and priorities
Based on the customer feedback obtained, you will be able to determine your objectives and prioritize the fields of action of your digital transformation. Because digitizing your customer relationship involves significant questioning at the level of your organization. But where to start?
The possibilities of digital transformation are endless. It's up to you to define the digitalization objectives that you want to target as a priority: enrich your customer database, benefit from borderless visibility, reach new targets, improve your marketing and communication strategy, etc.
3/ Choose the right digital tools
Depending on the objectives you have just set, you can choose the most suitable tools. Digital tools are numerous but also very specific. Your choice must therefore take into account the needs of your company and its development prospects in the face of changes in use.
· Do you want to diversify the means of contacting your customers and building their loyalty? Website, mobile, mailing and social networks will be your best allies.
· Do you want to interact and discuss with your customers during and after the sale? Set up a tool for managing emails, chat, frequently asked questions, blog.
· Do you want to inform in real time (stock, product characteristics, etc.), limit the wait and the duration of a sale? Make tablets available at your points of sale.
The objective is to guarantee maximum proximity, immediacy and responsiveness. We operate a real change from a logic of communication to a logic of unique and personalized relationship by valuing the link and the human, in an identical way on all the channels made available to Customers.
5/ Create an internal digital culture
The digital transformation of your customer service will not be successful without the optimization of your company's human capital. Establishing a digital customer relationship involves personal investment and mobilization of all players within the company (internal customers). It is important to mobilize and make your teams adhere to a real digital culture (digital management and marketing, social networks, blogs and many acronyms which will undoubtedly seem barbaric to some...).
Tailor-made support for your digitization
The digital transformation of customer services is a long process that requires in-depth changes in terms of values and processes. The management of customer relations is naturally upset. This transformation requires a perfect mastery of the specificities specific to each company, combined with an objective vision of the permanent evolutions of digital.
