Thanks to the digital engagement SMEs can achieve more personal, meaningful connections with customers.
One advantage of being a small business with a small team means that it is easier to focus on people over product. Small businesses do not have to humanise operations, because it is ingrained in everyday operations.
With limited resources, however, small-business owners are feeling the pressure to create advanced, tech-savvy customer experiences that rival big-name companies. Customer experience has become a top priority, regardless of business size. In fact, Customer service is the highest priority for 2015 among Australian organisations, according to Forrester*.
Yet, thanks to the latest in digital engagement, small businesses can achieve more personal, meaningful connections, despite having limited resources and staff.
Here are three tips to enhance the customer service experience using digital solutions.
- Consider messaging
Forrester predicted that with over one billion users on consumer messaging apps, including KakaoTalk, Viber and WhatsApp, in 2015 more businesses will be looking to leverage mobile messaging apps for customer engagement, especially in APAC**.
Consumers prefer mobile messaging platforms because they provide convenience, and an always-on, one-to-one connection. For brands, messaging platforms can help drive productivity and increased revenue for businesses Over voice channels. A recent report by the Aberdeen Group into the use of Customer messaging found that Companies implementing customer-messaging solutions have a 23% lower cost to serve customers. For small businesses in particular, the use of online or mobile messaging is – appealing due to its economical structure and efficiency. For instance, with online messaging, each customer service agent can handle several different messages at once and a much smaller team than the equivalent call centre can respond to the same number of requests.
- Identify highest priority engagements
In order to compete with larger organisations with a bigger consumer base, smaller organisations must discover the critical stages in the buyer’s journey to offer real-time, two-way engagement to ensure that those consumers do not abandon the purchase and move on to a competitor. This is now easier than ever with analytics and predictive targeting tools.
Two impactful moments include product research and checkout. According to our research, 53% of consumers have abandoned an online purchase after being unable to find an item. Another 45% abandoned their shop due to problems at checkout. However, businesses can proactively anticipate these fundamental stages and offer support via messaging.
Moreover, with customer analytics platforms, you can tailor the online experience and strategically target site visitors who are more likely to make a purchase or have purchased previously so that you are using your limited resources wisely. For example, an online retailer can automatically send a message to someone stalled on the checkout page or target those coming from a specific referral site with personalised support.
Small businesses can achieve more personal, meaningful connections, despite having limited resources and staff.
- Support mobile
For Small businesses, meaningful customer relationships are the differentiator that larger chains envy and the reason for customer allegiance. Consumers turn to local neighbourhood boutiques and niche online shops because they enjoy the personal and knowledgeable service typically offered. As more consumers research and complete purchases online, it is critical that small businesses keep up with innovations in digital marketing while preserving a personal touch.
These consumers now expect the same service through mobile devices as they have in person or on desktop, especially on-the-go shoppers who need quick, human support.
At first, the responsibility of 24/7 digital service and support may seem daunting for a smaller business, but with the right solution, you can meet best-in-class customer expectations without breaking the budget. The key for small businesses with limited resources is to be as strategic as possible with live engagements.
Digital engagement trumps tradition
Calling is costly, time-consuming and there is no way to predetermine if a call will be worthwhile. Mobile technologies have opened up new possibilities for interaction and customer engagement via real-time messaging, which when used effectively by brands can also mean a lower cost to serve through efficiencies.
With technologies, customer-care professionals can prioritise engagements based on on-site or mobile behaviour, as well as juggle several conversations at once.
Moreover, with messaging, SMEs can showcase their most attractive quality: the human touch. Chatting with a customer one-on-one is just more natural. Consumers want to communicate, in the same manner they communicate with friends and family.
*B&T, http://www.bandt.com.au/marketing/customer-experience-top-strategic-priority-says-forrester
**https://www.forrester.com/report/Predictions+2015+Mobile+Customer+Experience+Will+Fuel+Digital+Transformation+In+Asia+Pacific/-/E-RES118707
Steve Fitzjohn, Regional Director for APAC at Live Person
This article first appeared in issue 10 of the Inside Small Business quarterly magazine
