After completing a comprehensive study of more than 6,000 consumers, Gartner points to the many benefits of a proactive approach to customer service
Highly regarded research firm Gartner recently published a report about the value of implementing a proactive approach to customer engagement. Pointing to a rise in digital channels and advances in technology as the enabling factors, Gartner concludes that a proactive approach should be embraced as a “win-win” for companies and consumers due to the following:
- Significant cost savings through the reduction of incoming calls, higher engagement with self-service channels and reduction in aggregate talk time.
- Customers are preemptively made aware of issues, which increases customer satisfaction and lowers effort, resulting in a better customer experience.
- Results in a full point increase in Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES) and Value Enhancement Score (VES).
In the same study, Gartner reveals that only 13% of consumers report receiving any type of proactive customer service. Compare that to research from inContact which reveals that 87% of consumers like to be contacted proactively by an organization or company, and it’s easy to see the disconnect.
Clearly, most organizations continue to operate in a reactive manner when research suggests it’s time to make a shift.
At Servicing Solutions, we’re focused on creating personalized experiences for each of our client’s customers, and proactivity plays a major role in achieving that.
We’ve found that a concierge approach works well in a prime credit environment. This starts with Welcome Calls, in which we introduce ourselves, go over the particulars of the account, and give each customer a direct phone number to a primary contact who will be designated to them for the life of an account. The benefit of this approach is that should a situation arise, we’ve already established a personal relationship and the customer is much more likely to call to address the issue with us.
As the customer relationship continues, we utilize powerful Artificial Intelligence and Predictive Modelling tools to learn customer behavior and preferences on an individual level. This allows us to personalize the next appropriate engagement for each individual customer.
If we know a particular customer consistently makes payments 10 days after a bill is due but within the grace period before it is considered late, we can automatically refrain from sending the customer a reminder. However, if their payment is not received consistent with the customer’s normal behavior, we can automatically send a reminder for them to pay now to avoid late fees.
The common theme with proactive customer service is to take the sole burden off of the customer by providing them with timely information and problem-solving resolutions before they have to ask.
“Reactive service experiences place the burden on customers to find the best channel for resolution, whether it’s to check on the status of a request, conduct a transaction or troubleshoot a repair issue. Customers often switch channels or use multiple channels concurrently, further increasing both effort and service costs,” said Philip Jenkins, senior director analyst in the Customer Service and Support Practice at Gartner. “But these negative effects extend well beyond cost and the service experience – to the organization’s revenue, its inability to mitigate disloyalty and maximize wallet share, and gauge overall profitability as well.”
Ready to design and deliver an experience that is consistent with today’s customer preferences? Drop us a line at firstname.lastname@example.org.