In the future, the service model will change, the labor cost will be higher and higher, and the service resources will be more scarce. The service organization must keep pace with The Times and make corresponding changes, or it will not be able to meet the needs of customers. Fundamentally speaking, the service of the future will change from a passive after-sales service strategy of reducing costs to a proactive care strategy of providing value to customers.
Five trends that will change the service, philosophy, and accountability of services include: providing a personalized customer experience while protecting customer privacy; Meet customers' demand for products and services, while keeping customers' inner and emotional pleasure; It not only provides authorized service providers for customers, but also provides third-party service resources for customers.
Why don't many customers use dealer services and accessories? Behind it must be hidden the inner needs of customers. If businesses don't change, they will lose customers. According to the latest research report of Gartner Group, almost all enterprise service organizations attach importance to after-market performance growth. It is increasingly difficult to obtain new customer flow in the stock market. Service leaders must redefine the strategy, process and technology of "after-sales service" and arm the service team with new concepts. Only in this way can they retain old customers and create the growth of service performance.
1. Become a customer value-driven organization
To do this, companies need to re-evaluate the use of service budgets, assess their contribution to increasing customer value and improving the customer experience, and adjust, while moving from measuring customer satisfaction to measuring customer experience and customer engagement.
2. Balance personalization with customer privacy protection
71% of B2C customers and 86% of B2B customers expect personalized service and are more concerned with personal data. To deal with the contradiction between personalized service and customer privacy protection, it is necessary to establish a good trust relationship with customers.
Tell customers what information you are using about them, for what purpose, and what value it will bring to them, rather than just benefiting the business; Control the use of data to avoid data leakage. The Internet of Things data of some enterprises is not open to customers. The usage data of products is taken away by enterprises, but the customers do not benefit, and the customer data is not protected.
3. Customer account of the device
With the application of artificial intelligence and the Internet of Things, the level of intelligence of equipment is higher, and the application of driverless technology, a device is a "customer". The communication and man-machine dialogue between enterprises and equipment customers through virtual customer service make the service more convenient.
It starts by defining the conditions on which the machine represents the user, generating automatically set responses, and notifying the owner that the business needs to understand what automated services will bring the most value to the customer.
4. Provide more service resources for users
Customers are beginning to use more non-authorized service resources to meet their needs, such as: parts, repair or technical information, which may affect the quality of service and customer experience, but also provide customers with more choices.
A large number of customer loss proves that the service resources of dealers cannot meet the needs of customers. Oems need to understand why customers use third-party service resources, and do not always regard "ants" and "rabbits" as their competitors. The existence is reasonable.
Begin to evaluate the known third party service resources to provide customers with more and better service choices. Oems think that dealer network is the best choice for customers, but many dealers' service resources and capabilities have been seriously insufficient, as evidenced by the loss of customers. On the one hand, Oems should realize that there may be deficiencies in third-party service resources; on the other hand, they should cooperate with legal, marketing, product and technology departments to evaluate the possibility and risk of incorporating high-quality third-party resources into the company's authorized channels.
5. Listen to your customers
Service organization leaders need to invest more in customer feedback survey technology and hire data analytics professionals to extract value from customer feedback data. Schedule a certain amount of time each year to visit customers, listen to customers, and translate customer feedback into action to improve service.
Understand what customer experiences are most desirable, and invite marketing, sales, service, product, and data teams to analyze and gain insight into customer needs and translate them into corporate action.
In the future, outstanding service organizations will not only provide a better customer experience, but also a different experience, using internal resources as well as external resources, finding and troubleshooting earlier than customers, providing customers with the tools to serve them remotely, helping customers adopt more self-service and intelligent services, allowing them to get more revenue and value from them.
If you understand how customer service is going to change in the future, you can get a head start by preparing ahead of time and developing your business's service strategy.
