It is a well-known fact that it costs six to seven times more to get a new customer than to retain an existing one. Customer service plays a pivotal role in customer retention, and it depends completely on customer communication because, ultimately communication is what differentiates between a poor, mediocre and great customer service.
But how far has customer communication travelled? We still find desktops and telephones cluttered at a customer representative’s desk. So when a customer’s call comes in, the agent fidgets between the desktop and the telephone before attending the call. It is then followed by the popping up of all the available menu options on the agent’s screen irrespective of the reason behind the customer’s call. The agent does not even get to know if the customer has tried multiple times through IVR and Web Self Service before getting connected to the agent. All these gaps lead to just a poor or mediocre customer service, but never a great one.
So, what if things were different? A great customer service requires a great customer communication, which can only be attained by digital transformation. Wouldn’t it be great if the gaps in customer communication are bridged using a transformational technology like Pega? That is exactly what we have done. We have designed a solution that smoothens the whole customer communication process, has minimal hardware requirements and handles Omni-channel interactions between multiple devices over voice, video and text.
The Pega Customer Service application has proven to be hassle free and intuitive for agents as well as operation managers who manage the scripting. Our solution enables the application to extend the same features to configure and manage IVR. Here IVR is not integrated with CRM but IVR is built directly on CRM and configured within CRM. Both the agent interaction and IVR interaction can now be managed from a single application. The dynamic IVR incorporated in our solution understands the data in the CRM, and thus an agent gets the context of the customer’s problem along with the call request, and the agent’s screen too will only present the options relevant to the customer. This facilitates quick and correct responses from the agent to the customer.
Our customer service solution puts together both mobile and web applications to enable better communication between end-users and agents. We have enabled Browser-Mobile/Browser-Browser/Mobile-Mobile/Mobile-Browser calling in our solution using WebRTC, and this eliminates the need to have a traditional telephone system. Henceforth, the interactions need not be restricted to voice and text alone, as we have also enabled video calling in our solution. Let’s assume a customer who has difficulties in installing a hardware and requires assistance from an agent. In this case, a video communication will be helpful and time saving which is possible using our solution.
We have integrated Pega data and processes in a mobile application so that an agent always stays updated with the tasks assigned. It also enables customers to get in touch with an agent from anywhere with just a mobile device in hand. This solution benefits not only the customer service agents and end-users but also the field service representatives who are on the go. All that they require is a smartphone to connect with an expert on a video call, to display the problem at the customer’s end and receive expert advice over the call.
The Next Gen Customer Communication solution provides a 360-degree view of the tasks assigned to a customer service agent/field service representative, along with the details of the customers and their respective issues. This eliminates the need to look into multiple systems to obtain detailed information on the customers.
While video calling from mobile applications, dynamic IVR and centralised load balancer for interactions across channels are the highlightable features of our solution, it should be noted that it also eliminates the need to invest heavily in the communications infrastructure. This way, it greatly reduces the overhead cost while preserving the features of a traditional phone system.