If you're a successful contact center entity, you may know how to win customers, and you may know how to serve customers well. But do you know how to keep them in the long run? Call center and customer service solutions provider, KANA, is introducing new capabilities this week in its flagship enterprise customer service solution, designed to support the company’s “new strategic imperative in Web Customer Service”: customer acquisition.
To bolster long-term customer relationships, organizations must be more proactive with their Web customer service initiatives, according to KANA, broadening their horizon beyond customer retention to customer acquisition. WCS is the term frequently used to characterize interaction between a customer and a company via online channels – to obtain information or resolve an issue before, during or after a purchase.
Through contextual knowledge, experience flows and social analytics, KANA's solution was designed to service customers via the Web “exponentially more powerful and intuitive,” the company said, enabling a richer, more rewarding customer experience. This helps organizations distinguish their brands by offering outstanding service in the days and months even before a sale is made, resulting in relevant and meaningful customer journeys that help convert website visitors into paying customers.
“Web customer service transcends traditional contact center-centric scenarios by empowering customers to execute self-service interactions online – where they're spending more and more of their time,” said James Norwood, chief marketing officer at KANA. “Many calls to the contact center arise only after customers fail to find what they need on the Web first; therefore, effective Web customer service means delivering accurate answers consistently, and always in context to customers when online. That's the secret to a good experience.”
KANA Web Customer Service encompasses the entire service experience life cycle, according to officials, coupling knowledge bases with transactional functions, data and context to eliminate disconnects between the information customers need and their online goals. With KANA, customers are given just the information they need when they need it, based on the context of their activity and persona, and so are guided through productive, satisfying experiences from start to finish – ultimately reducing the need to defer to the contact center.