Insight into consumers! Addressing the three major challenges in customer service at once.
3 minutes讀
Published Dec 16, 2022
Changes in Consumer Behavior
In Google's 2022 Taiwan Smart Consumer Key Report, it is mentioned that the trends in consumer behavior are changing. As self-awareness increases, consumers care more about being valued and thoughtful services than about price. Establishing good relationships with consumers and meeting their needs during the shopping journey is key to creating business opportunities.
In light of the modern fast-paced lifestyle, consumers generally lack patience. When faced with problems, they hope to get quick answers. Compared to waiting for long response times via email or being transferred multiple times in customer service calls, they prefer using online instant services. With the thriving development of social media, providing customers with easy channels for online communication and getting information and assistance in a simple, smooth process, experiencing exclusive thoughtful service becomes critical for standing out among numerous brands.
Cheers Magazine points out that the gradually rising market-consuming force, Generation Z (Gen-Z), has characteristics such as unique innovation, disrupting tradition, and pursuing self, leading to a continuous decline in brand stickiness and loyalty.
How to manage and enhance customer stickiness and loyalty through effective tools is a major challenge for brands!
In summary, the editor has compiled three common challenges that brands face during the adjustment of service policies.
Challenge One: Service Personnel Exhaustion, Missing Golden Response Opportunities
Generation Z has a very high affinity for communities, as they are both the source of customers and resources. In response to changing consumer behavior trends, brands adopt diverse operational models, invest in emerging media, and expand the top of the marketing funnel (TOFU) to attract more consumers. With the high usage of global social media such as Facebook, Instagram, and WhatsApp, coupled with official websites, communication channels have become diverse and complex. It is inevitable that one may fail to timely grasp whether there are incoming calls or unanswered messages in each channel. This may lead to consumers not receiving timely answers or having their attention diverted, which will affect the customer journey experience, destroy the brand's perception, and directly or indirectly lead to an increase in cart abandonment rates and a decline in conversion rates!
Challenge Two: Complex Channels, Fragmented Customer Information
When a customer inquires about a certain product function on Facebook but ultimately decides to order on the official website, service representatives from different channels may encounter issues of fragmented data and information asymmetry, especially if they are unaware of the customer’s special circumstances or needs. Extra time is needed to review records or to reconfirm with the customer. In the process, customer service representatives might continuously shuttle back and forth between windows and accounts, and might even need to retrieve data across platforms, often resulting in chaos and low efficiency. The more time spent back and forth, and the more complicated the processes, the more likely it is to become a barrier to the final conversion. Personal customer information, such as background, preferences, and behaviors scattered across different channels, further causes brands to miss out on the great opportunity to fully depict the consumer profile.
Challenge Three: Overwhelming Information, Difficulties in Customer Service Training and Management
Customer service representatives' grasp of company product content, and even changes in service policies, is a basic skill. However, in large companies, they may face issues of finer divisions of labor or slow information flow. To ensure that every customer service representative can provide better service quality and experiences, the training and management process often encounters the following pain points that need urgent resolution:
High turnover rate of customer service personnel, difficult recruitment, and long training time make it hard to go live with services quickly.
During the service process, when facing customer questions or requests, representatives with insufficient authority are unable to respond immediately and must consult supervisors, resulting in significant time costs.
When a customer calls for consultation but the assigned customer service representative cannot answer, they must transfer the case to another representative, causing an overall process breakdown and lack of continuity, easily leading to customer impatience, resulting in a poor shopping experience, low repurchase rate, and even affecting brand evaluation.
The lack of professional customer service management reports on social media or the official website backend makes it hard to track and monitor representative service performance.
For dialogues or dispute events with low satisfaction, it is difficult to trace back the conversation for analysis and clarify solutions.
With over twenty years of customer service experience and expertise in digital transformation, NetSensation has launched the 'Customer Service Workbench' solution, which not only integrates multiple channels into one backend for effective unified management, but also resolves the above pain points one by one!
In the next article, more features of the 'Customer Service Workbench' and application scenarios will be introduced.
If you want to learn more details,
click to contact a consultant immediately to obtain relevant information for free,
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