Four Steps to Digital Nirvana
Blog: Customer Experience Management Blog - KANA Software
It seems as if everyone has embraced today’s mobile and digital revolution. Many of us access goods and services online from practically anywhere at any time, and increasingly via a smartphone or tablet device rather than a traditional desktop computer or laptop.
Government and public sector organizations are also trying to embrace today’s mobile and digital revolution. But, for many, the task can seem overwhelming. Early adopters will tell you the journey isn’t easy. However, learning from their mistakes can help you avoid a digital nightmare.
Let’s take a look at the steps some of the early adopters went through on the way to achieving their digital nirvana.
Step 1 – We don’t need to put services online.
Many executives do not readily embrace the idea of moving services online and resist making that leap for many reasons. Some believe that moving services online is too big or costly a project to undertake. Others believe that customers get better service in the contact center. And, some are afraid of what might go wrong if they do put services online. However, customer demand will eventually force them to change their mind.
Step 2 – Just put things online and they will come.
You finally put your services online, anticipating that perhaps the call volume to your contact center will decrease. However, the calls keep coming, along with the letters and the in-person visits. Unfortunately, unlike in the movie “Field of Dreams,” where “If you build it, they will come” actually happened, simply putting services online doesn’t mean citizens will come! You must promote your services to citizens – again and again.
Step 3 – We gave them what they asked for, and now they’re complaining. What’s up?
When government and public service organizations roll out new programs or tools internally, they take the time to develop training classes for their employees. This training is critical so your employees can learn how to properly use the new program or tool and gain the most benefit from it.
Unfortunately, when most organizations put services online, they don’t provide the same kind of training for their customers, who are left to their own devices. And, if your site isn’t intuitive or user-friendly, they will become frustrated and, eventually, leave it altogether.
In addition, not every online interaction can be successfully completed without some sort of human assistance. That’s why the role of digital employee is now more important and challenging than ever before. Customer service tools—such as live chat, co-browse and others—allow digital employees to help conclude the interaction successfully and keep your customers happy and loyal.
Step 4 – Ahh!
You’ve put your services online, giving citizens access to you via their favorite channels. You’ve simplified online services and provided support through chat and co-browse. And, you’ve let everyone know just what is available. Finally, you’ve reached digital nirvana.
Well, not quite.
Now that your services are online, you can clearly see that they are being used. But, do you really know what’s going on? Which services are being used? Are any going unused? Which of your customers are using which service, and via which channel?
You must go deeper. With each interaction, your customers provide valuable information that can be used to further enhance and personalize the experience. You need the tools to capture, process and analyze that data, then develop a comprehensive strategy on how to put that data to good use.
In our world, that is known as Actionable Intelligence®.
Congratulations! You’ve made the move online to better serve your citizens. However, you can do more than just serve them. You can give them a truly exceptional online experience, helping them (and you) to achieve digital nirvana.