Customer orientation begins with understanding your customers!

How do you get invaluable insights into the needs, preferences, and experiences of your customers??

It is through effective customer interactions.?

Let us take a moment to define what constitutes a customer interaction.?

It is communication between the business and the customer. Customers may call you when they need help or when they have questions – it can be through email, phone, web chats, social media handles, mobile and messaging apps.?

It can also take the form of self-service articles, knowledge bases, FAQs you write for your customers, proactive emails you write your customers, and customers interacting with your intelligent chatbots.?

Besides, you can also proactively reach out to check how well they are using your product or services, what challenges they face, and what they would like to see in their service or product.?

Every interaction and engagement matters, for it, is an opportunity to deeply engage with your customers, grow, and convert them into loyal ambassadors of your offerings.?

Through customer interactions, businesses can learn what is important to their customers and use this information to improve their products, services, and overall customer experience.?

Often, organizations find this very difficult to achieve because their methods may not be what the customer expects.?

For instance, you might send a rescheduling of a flight by text message, and the customer may not read it. You may ask for feedback right after an interaction through a text message with a link. When they click on the link, they see ten questions, and likely, they don't feel like filling them up.?

What do you do in such scenarios??

You understand what your customer wants and give them that. Only then you can deeply understand their needs, wants, and desires and incorporate them in your offerings.?

We helped an airline operator do this with their customers. I'd like to share that with you all.?

Case example

Our customer is a commercial airline aiming to connect India's cities. It is a part of a massive business conglomerate.?

Their customer service communication has remained monotonous and very transactional. Critical things like delays and cancellations of flights are routinely communicated to their passengers through text messages. Invariably, passengers don't read them and reach the airport only to be surprised.?

Besides, the airlines conducted customer satisfaction and feedback surveys using links sent through text messages. This resulted in a poor response from their customers.?

What did we do??

Using our cloud contact center platform, ClearTouch Operator, we converted all the transactional text messages into voice messages – this allowed the airline to communicate delays and cancellations of flights. Even when the passenger misses picking up the call, they can always dial up and get the information.?

Initially, they did this by pulling out passenger information from excel sheets. We have now integrated the voice broadcasting system with their CRM, which automatically fetches the data and delivers the message.?

This improved the reach of transactional and critical messages.

Besides, we also helped them run their feedback and customer satisfaction surveys as automated voice messages with the option to input their answers through the keypress.?

While the SMS feedback and customer satisfaction surveys increased the response rate by 5 to 10% compared to pen and paper surveys, our voice surveys increased the response rate by 30%.?

We created use cases of voice surveys with open-ended questions.?

The customer's negative response is addressed immediately by routing the call directly to the specific support personnel. This increased customers' confidence levels and acted as an incentive to be part of the survey process.?

Our solution features?

• 24x7 inbound and outbound calling
• Voice broadcasting for transactional messaging
• Integration with CRM ensures one view of the passengers vis-à-vis their interaction across channels
• Voice broadcasting for customer satisfaction and feedback surveys
• Reporting and intelligence providing passenger insights.?

How did it benefit the airline??

While the airlines had several digital channels, they prioritized the human element of communication with our cloud contact center solution. Besides addressing their existing challenges, the airlines can handle customer queries effectively regarding booking changes, rolling out loyalty programs, and special requests.?

Isn't making real connections and gaining insights into their needs, wants, and desires the core of being customer-oriented?