How can a digital workplace transform customer service?
- Posted on June 15, 2015
Being able to provide the best service to your customers depends on you having the right information at your fingertips. Companies with a digital workplace approach can generate the information their workers need anytime, anywhere, and tailor it to each and every role.
The advantages of this are numerous, driving transformational change, positively impacting company revenues and creating happier, more satisfied customers. Benefits include:
- Operational efficiencies
- Improved client relationships
- On-the-spot facts and figures
- Forward-thinking customer service
A salesperson, for example, might have to visit 10 customers in one day, and it may take a lot of time to plan the quickest route between destinations and pull together the customer information needed for the day. With a digital workplace:
- An optimised route plan is sent either to their mobile device or to their car’s navigation system. They can start driving immediately, saving considerable time over the course of the day.
- They have real-time mobile access to all customer information; client products and the correct manuals. Links to highly relevant documents and information systems are all right there in the cloud.
- What normally takes 2-3 hours of preparation time will already have been done for the salesperson.
These efficiencies not only save money, but allow the salesperson to deliver a personalised experience by arriving on time, fully briefed and equipped with the specific customer information and mobile tech to deal with any query or issue in an efficient and compelling way.
Improved Client Relationships
If a field engineer is called out on a customer intervention, they’re not just going to fix a problem. It’s also an opportunity to strengthen the relationship by delivering exceptional customer service, as well as to cross-sell or up-sell. With a digital workplace, he or she can be brought quickly up to speed through access to:
- Customer activity over the past month.
- Recent company news.
- Which colleagues have been in contact with the business and any additional information they may have.
Clients notice and appreciate the fact you know they’ve recently launched a new product, understand the challenges they are currently facing and acknowledge their successes.
On-The-Spot Facts and Figures
Having access to real-time information helps businesses increase efficiencies in all areas. For example, a global consumer goods company uses digital workplace tools when visiting retail outlets.
Using these tools, workers are able to:
- Measure how much of their brand’s stock the retail outlet has compared to competitor products.
- Check that own-brand fridges are in good working order and fully stocked.
- Anticipate upcoming events in the local area, put through orders and share marketing materials to boost sales, all in real-time, directly through the device.
Forward-Thinking Customer Service
And a digital workplace isn’t restricted to the ground. Delta Air Lines is a global airline serving over 160 million passengers a year. It uses its digital workplace to improve customer service, equipping over 19,000 of its flight attendants with a mobile Point-Of-Sale device. These provide staff with information on passengers, available in-flight services, flight schedules and more. The solution also enables:
- Near real-time credit card processing for on-board purchases, using the onboard wireless network when available, or stored for later processing using the application’s unique offline-capable design. It also helps Delta reduce instances of bad or expired debit/credit card payments.
- Convenient eReceipts to be emailed to customers, as well as allowing flight attendants to read coupons displayed on a customer’s mobile device.
Adopting a digital workplace directly impacts the way a customer interacts with your brand and allows you to provide an end-to-end digital experience for customers and employees that clients in both the B2B and B2C sectors are increasingly demanding.
Customers like to work with suppliers they perceive as innovative and forward-thinking. Compare a salesperson who goes to a customer meeting lugging a suitcase with all their papers to someone who comes in and engages with you using only a tablet. I know which one I’d rather work with.