Contact Center Solutions Featured Article

Customers are Pictures Not Puzzles: Sitecore Helps Stitch the Pieces Together

January 15, 2014

The growth of social media has done great things to improve and encourage interaction between companies and customers, but one challenge businesses now face it incorporating all those channels into one cohesive experience. About fifty percent of social media users report sending customer service inquiries across social media and thirty percent of national brands boast a customer service presence on Twitter. The number of companies who received more than one quarter of their inquiries through social media doubled from nine to eighteen percent in 2013. Nobody is under any illusion that number is going to decrease.

Yet only thirty-six percent of customers who make inquiries through social media report their issue being solved well. Analysts at Sentiment Metrics point out that “This is probably due to the fact that marketing and PR departments remain the dominant force in social media, but are not equipped to deal with many customer enquiries.”

Busy consumers see their experience with one company as one large picture while too often companies treat consumers like puzzles, broken up into pieces that are recorded in separate files for retail, online sales, service, and marketing. Since the customer is always right (or at least valuable) it’s important for businesses to view the experience like the customer. After making a purchase, no customer should have to repeat their name, address or product information when they call, tweet or message for support. In fact, the company who can provide that information back to them will stand out,  perceived as “caring” whether that’s the case or not.

One developer of customer experience management software has been working to help companies integrate the entire customer service experience, and now they’re expanding even farther to include commerce functions. Sitecore, who offers a customer engagement platform that pulls together web content, digital marketing, and legacy applications has partnered with Microsoft (News - Alert) Dynamics powerful omni-channel commerce system. Darren Guarnaccia, Chief Strategy Officer for Sitecore, remarked on the partnership, “In the increasingly competitive e-commerce landscape, retailers need to make customer experiences seamless across every channel where they interact, and personally relevant whether they are in the store, or online anywhere.” The omni-channel shopper is the purchasing side of the multi-channel customer. They purchase in-store, through mobile, on the Internet and by catalog. But no matter how they make their purchase, they see themselves as just one customer and expect the company to see them that way too.

I experienced just one small subset of this connected consumer experience having purchased a tablet at a large retail store in my home state. While traveling a few weeks later I needed to return the tablet and took it, without the receipt, to a branch of the retail chain where they were able to look up my transaction and do the return. That kind of simplicity will earn my loyalty and business.

As an industry customer service has been working hard to integrate the experience across channels, now with alliances like this between Microsoft and Sitecore, there may be more improvement toward connecting the entire customer experience.




Edited by Cassandra Tucker

Article comments powered by Disqus

Related Contact Center Solutions Articles

CorvisaCloud: Listen to your Customers, Address Needs

A CorvisaCloud second annual customer service survey reported an improvement in customer service since 2013; while that is indeed good news, the bad news is that even though businesses profess that 'the customer is king', they don't seem to be doing enough to really wow them. [ Read More ]
10/01/2014

Sound Telecom Points out the Benefits of Multilingual Answering Service

One of the consequences of globalization is the homogenization of the world, which is responsible for companies delivering the same service in locations as diverse as South Africa and New Zealand. Another is accessibility to talent, so companies in Silicon Valley can hire engineers and computer scientists from India and elsewhere. This has resulted in the influx of foreigners in the vast majority of metropolitan cities around the world giving rise to multilingual communities. [ Read More ]
09/29/2014

Contact Center Solutions Week in Review: Capgemini on Shopper Journeys and Role of Social Media

A good way to characterize this week in the Contact Center Solutions Community is that there was a lot of sage advice to be gleaned. We also saw a projection as to how significant the cloud would be on contact center transformations and the fact that even Apple had its contact center a bit over-whelmed thanks to demand for the new iPhone 6s. [ Read More ]
09/27/2014

Contact Solutions Presents My:Time Customer Service Portal

Customers are not only demanding from their businesses that their brands offer multi-channel customer support experiences, they are also demanding that those experiences be fluid, and any deviation, anything the breaks up that user experience into unwanted pieces, can tarnish brands in their customers' minds. [ Read More ]
09/26/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!