RetailTouchPoints2023年客服技术指南英文版10页.pdf

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CUSTOMERSERVICETECHGUIDE:

CANAIREININCOSTSWHILEENHANCING

THESHOPPEREXPERIENCE?

SPONSOREDBY

TECHGUIDE

INTRODUCTION

Anyretailer,fromthesmallestcornerbodegatothelargestmultinational,willstresstheir

commitmenttoprovidingsuperiorcustomerservice—it’sbeenacornerstoneofretailingforas

longasthere’sbeenretailing.Butwhenyoulookattheactualmechanicsinvolvedinfulfillingthose

promises,retailers’ambivalencestartstoshowthrough.

Retailersknowthatofferingeffectivecustomersupportisvital,whetherviaphone,chatorSMS

text.ButitisespeciallysoforDTCbrandsandecommerceretailerslackingphysicalstoreswhere

customerserviceissuescanbehandledfacetofaceandinrealtime.It’salsoexpensiveandresource-

intensivetomaintainanarmyofagents,particularlywiththecurrenttightlabormarket.New

technologies,especiallygenerativeAI,arepromisinggreaterefficienciesandsavings,andmanyare

delivering—butthey’realwaysinaracewithever-risingcustomerexpectations.

Theholygrailistocontrolcustomerservicecostswithoutscrimpingonthecustomerexperience

(CX).“There’salotoffocusonmakingcustomerserviceatleastcost-neutral,buteveryoneis[also]

focusedonmakingitarevenuegenerator,”saidPatMcClard,DirectorofAccountManagement

atHGSinaninterviewwithRetailTouchPoints.“Youhavethecustomertalkingtoyou[duringa

customerserviceinteraction],soit’scrazynottousethat,”toupsellorcross-selladditionalproducts

andservices.

CUSTOMERSERVICETECHGUIDE:CANAIREININCOSTSWHILEENHANCINGTHESHOPPEREXPERIENCE?2

Thechallenge,aseveryretailerknows,isthatmostcustomerserviceinteractionsstartwithashopper

whoisatbestconfusedandatworstirate:“85%to90%ofthetimethecustomerisn’thappywhen

theycontactyou,butyouhavetothinkabout

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