The following blog is part of our #EnigenReadinar series, designed as selection of condensed, text-based Webinars for you to read in your own time. In this particular blog, we revisit our Webinar in partnership with Oracle’s CX team, titled ‘Mind The Gap’.
In the Webinar, Enigen UK’s MD Alex Love joined Oracle’s Customer Experience Director Matt Bateson, and CX Development Leader Steve Benton, to hold a discussion on and answer the question of how we bridge the gap between the Marketing & Customer Service teams, and why it’s so important for your business to do so.
WHAT’S THE ISSUE?
When it comes to driving levels of customer engagement, investment and creativity is poured into marketing. Yet customer services, who see high levels of engagement, are encouraged to reduce time spent in contact with a customer. Why is this, and how can we take advantage of the time customer services spends with customers to improve the customer experience?
In the fast-paced and rapidly changing modern world, each new technological innovation can have a knock-on effect to how customers expect to be sold to, marketed to and engaged with. In this respect, we need to take an outside-in view of the customer experience and take the customer viewpoint into account.
Different areas of a business have a great deal of information for and about their customers, but often these areas aren’t joined up; they are silos. A siloed approach goes against what we know about customers; that they want a cohesive experience that holds continuity across all channels. So, what we need is a joined-up buying cycle to ensure the same message is being delivered to the customers at every step of their journey, regardless of the channel(s) they use.
HOW DO WE ACHIEVE THIS?
We need to turn our service channels into marketing channels, and we need to break down our business silos to develop that cohesive, joined-up experience that our customers are looking for. This will ensure that customers and users of different service channels are getting a consistent service, and that people in these service channels have access to the same information as those in marketing.
The reason this is so important is because of the way customer service teams acquire the undivided attention of a customer for 5-10 minutes at a time. This is an incredible amount of time to make a positive impression on someone, especially in business-to-customer relations. Marketing teams are shifting away from the idea that impressions (the amount of times your message is seen) are everything, and are slowly embracing the attitude that attention (the amount of time spent looking at your message) is king. Yet we simultaneously have customer service teams actively trying to reduce the amount of time they spend in contact with a customer, to diminish that attention.
What this should tell you is that we need to shift the perspective of the customer service team from cost centre to revenue centre. To do this, it’s clear we need to re-imagine customer service and turn incidents into impressions.
Charles Darwin said; “It’s is not the strongest Species that survives, nor the most intelligent, but the one most responsive to change.” This could not be more true of businesses of today; whichever is the most responsive will be the most successful. So, make sure your business is the one that embraces the time customer service spends holding your customer’s attention, and ensure that you knock down the silos to create a cohesive, joined-up, cross-channel customer experience.
Oracle Service Cloud allows you to join up your CX service – the key capabilities include delivering web customer service; enabling a ‘cross-channel contact centre’ which is multi-platform, and developing a single knowledge base for your entire business to help empower customers and agents, unifying customer and business data in a single location. The power of Service Cloud lies in its ability to knock down internal silos, connecting your teams and amalgamating the data they are provided with. For bridging the gap between your marketing & customer service teams, there’s no better tool.
Want to hear about how our customer T H March ‘bridged the gap’? Take a look at their customer testimonial on YouTube: https://www.youtube.com/watch?v=7eqM-Ry0YdM