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3 Ways Communications Technology Can Improve Your Customer’s Experience

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Think about the last time you had a customer experience with a brand. What made it great? Or awful?

For many of us, both stellar and terrible experiences have the same effect: They’re memorable. The great ones stick with us as much as the horrible ones and either way, we’ll probably tell a few friends. But when we truly enjoy doing business with a brand, we’re motivated to buy from them again – and again and again.

These are the kind of experiences we want our customers to have in every interaction. Fortunately, today’s communications technology provides us with the tools we need to surpass their expectations every time they reach out.

Let’s consider three reasons why communications technology is the foundation of exceptional customer experiences.

Real-Time Communication

In our fast-paced world, waiting for an answer simply doesn’t cut it for many consumers. This is especially true of Millennials, who are now the largest generation. They’re accustomed to getting things done via short, quick messages using smartphone apps. And they’re not the only ones. We may think of other generations as being slower to embrace technology, but don’t be fooled. The 50-and-older crowd had a sharp increase in smartphone ownership over the last year, Pew Research Center says, with a 16% increase among those 50-64 years old.

Businesses that make SMS applications available to their sales and customer service teams will be able to meet consumers’ high expectations for quick answers and fast problem-solving.

Consistency

One great customer experience is expected. Two, laudable. Three? Well, stellar, actually. Yet, how do you achieve consistency of experience across every customer touchpoint?

Businesses that invest in integrating communications technology across the entire organization, and embedding it into every employee’s workflow, will be able to deliver better experiences on a regular basis. For example, capabilities like interactive voice response (IVR) and intelligent call routing can make sure customer inquiries can get to the right person, right away. And giving your team access to integrated features -- such as voice, web chat, email and instant messaging -- ensures they can respond through a channel that the customer prefers. 

Anticipate Customer Needs

Big data creates exciting new possibilities. Whether it’s by phone, email or in person, every interaction we have with customers tells us more about their needs and desires, creating incredible new opportunities to serve them better.

Customers want fast, personal service, all the time. They want to feel like every employee in your organization knows who they are and understands them. Sure, it’s a tall order. But it’s also achievable with today’s communications technology.

When unified communications technology is integrated with a CRM, teams in sales, service, or other departments across your company have the information they need to make miracles happen – or what will seem like miracles to your customers. Your staff will be better equipped to respond more quickly to customer requests, and provide more personalized support.

For businesses that marry unified communications with customer data and embed it throughout the organization, a stellar customer experience is just all in a day’s work.

Learn more about ShoreTel’s unified communications solutions.

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