We often talk about the impact of digital on email data customer relations professions and more specifically on our daily lives on this blog: hotlines and telephone prospecting. Often criticized, but never equaled, technical hotlines are today the lifeblood of good customer relations. But in the era of all-digital, can this classic means of communication still work on its old principles? You already know the answer, it is no longer possible to do without digital. The digitalization of a technical hotline is the present, but also the future of customer relations.
The digitalization of a technical hotline goes through several levels, whether internal or external. Whether in your processes, in the approach to your customers, in your KPIs or in the service provider/customer relationship. This very close relationship that digital and human must have is also one of the elements that must not be omitted in the digitalization of a technical hotline. Therefore, we can ask ourselves how the digitalization of a technical hotline is carried out?
To begin the analysis of our subject, let's first look at the different digital processes used internally. Indeed, if digital processes are mastered internally, then it will be easier to deploy them for customers. The digitalization of an internal technical hotline relies on several levers which are:
The use of a CRM (Customer Relationship Management) which allows you to properly manage customer requests. This also allows you to see regular problems with a product or a customer in order to be in an improvement process.
The use of CXM (Customer Experience Management), which allows a more qualitative approach to customer relations. CXM aims to take into account the individual wishes of customers.
The implementation of real-time web reports. We know from experience that a real-time vision is essential for our clients. This real-time vision allows us to establish trusting and collaborative work to promote a brand.
The pushes related to IoT systems that must now be taken into account as part of the digitalization of a technical hotline. This technology makes it possible to know certain malfunctions in real time.
API connectors that aim to connect two software together in order to gain productivity. This allows to further optimize the customer relationship by having reliable information on a single platform.
Automation of workflows for greater standardization of internal processes for better customer service.
All of these tools allow you to offer solid services to customers because you will be able to manage and adapt to their requests. Digital is now inherent in the internal functioning of a technical hotline.
Once the question of internal digitalization has been raised, let's see how the digitalization of a technical hotline can improve the customer approach. We know today that 92% of consumers prefer to interact by telephone to resolve a technical problem. Today, with the rise of digital, technical hotlines must know how to deal with digital tools and more particularly:
Social networks which are today one of the key points of your customer relationship. Many requests pass through this means and in particular consumer complaints. Being vigilant and attentive to these users meets an increasingly strong demand from consumers. This demand is linked to the changes in consumption that digital has caused.
IoT systems that are a real added value in the digitalization of a technical hotline. These systems allow in real time to capture a problem or the malfunction of a product. This means that there is a possibility of anticipating customer requests.
Chatbots that are increasingly essential to the digitalization of the customer approach. Indeed, this new technology allows to give new impetus to technical hotlines. Chatbots aim to quickly and in near real time, provide a solution to a customer.
The digitalization of the customer approach today involves at least these three points. A technical hotline must open up to a complete digitalization of its internal and external processes. The objective is always the same, that is to say, to obtain a 100% end customer satisfaction rate.
Finally, we would like to highlight the importance of the human factor in this process of digitalizing a technical hotline. For us and through our 35 years of experience, we are convinced that the digitalization of a technical hotline cannot be done without the human factor and for several reasons which are:
The need for qualified personnel to respond to highly technical or complex requests
Employees able to answer questions both on the web and via the phone
The need to listen felt by the caller who, like each of us, wants a quick, precise and personalized response.
Able to use analysis tools and synthesize them
The digitalization of a technical hotline must therefore be carried out both internally and externally without forgetting the importance of the human. Because yes, even if we are in an increasingly digitalized world, generations Y and Z, who are themselves the most digitalized, paradoxically have an exacerbated need for human relationships.
If you liked this article, check out our page dedicated to customer experience or read our article on technical hotline recruitment. Would you like to be supported in your efforts to increase your leads ? We invite you to contact our teams for more information.
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