Customer Service
How to personalise customer support automation for a better customer experience?
Over the last few years, not only have marketplaces transformed, but customers’ needs and expectations have evolved as well. Personalization in customer service has become one of the key focus areas to meet these expectations. But when it comes to personalising their support operations, businesses often struggle to understand where to begin, especially if they must deliver personalisation at scale for a vast customer base. Personalised customer support automation solutions can help businesses get a head start in such a case and provide exceptional customer experience across channels.
Driving personalisation at scale
Personalization in customer service is no longer just addressing customers by their names or offering discounts based on their purchase history. Businesses must deliver personalised messages to thousands of customers over the course of multiple interactions across multiple channels. AI driven personalised customer service solutions can help reach this goal with five steps:
Map customer journey
The first step in personalised customer support automation is mapping the customer journey to understand where each customer is in their purchasing journey. This understanding is crucial when you are trying to deliver tailored experiences across support channels.
Collect and unify customer data
Purchase journeys of customers today span across multiple channels and devices, with each touchpoint offering crucial data about the customers, their expectations, and the problems they are facing. How they navigate through different pages, interact with your popups, respond to emails, or what offers they accept – each interaction holds valuable information. Collecting and unifying such data from all platforms is crucial when creating a scalable personalisation strategy and delivering exceptional customer experience.
Segment customers
With the data collected in the previous step, businesses can then focus on creating meaningful customer segments and get actionable insights without making the mistake of going overboard. Through thoughtful segmentation – considering the geographic, demographic, psychographic, and behavioural characteristics of your customers – you can define a target persona that will guide your personalisation efforts.
Personalise across channels
Once you have clearly understood your customer’s journey, identified high-value customer segments, and defined the target persona of your customer, you can then focus on omnichannel personalization in customer service. You can personalise campaigns to target each customer segment, focusing on their characteristics, needs, and preferences. It is best to target large segments, as personalising campaigns for smaller segments is often inefficient and costly.
You might face challenges at this stage, especially when it comes to planning, executing, and maintaining personalised customer support automation at scale with a single dashboard. Customer support outsourcing services can help you overcome this challenge, offering you access to next-gen solutions to drive value through customer support operations.
Refine and scale
Market dynamics shift rapidly, which often results in changing customer expectations. So, you will need to constantly measure and monitor the performance of your automation efforts and review key campaign metrics. AI driven personalised customer service solutions can offer you real-time insights into your campaign performance to help refine the campaign in real time and provide enhanced customer experience across channels.
Benefits of personalization in customer service
Personalized customer support automation goes beyond simply delivering a better customer experience for meeting customer expectations and bosting customer satisfaction. It can also offer significant benefits, including:
- Enhance brand identity, allowing you to stand out from the competition
- Build a loyal customer base that will drive consistent business
- Drive more sales to boost revenue
- Make customer service cost and time-efficient
- Meet customers where they are in their journey and reduce the need for customers to reach out
How can Infosys BPM help drive AI driven personalised customer service?
The way businesses approach support operations has changed drastically over the past few years. Customer support outsourcing services have played a pivotal role in helping companies leverage next-gen technology and automate support operations. Infosys BPM support services can help you redefine your customer support strategy and operations through a combination of technological and process innovation. From hiring and training an expert team to workforce management and performance management, our team can help you bring about engagement-level transformation through AI driven personalised customer service.
