"It's never been more important for brands and organisations to build lasting customer relationships," said Andrew Small, vice president, unified communications and customer relationship management, BT Global Services. "Pressure to stay up to speed with changing demands is increasing and companies need to look to new technologies to engage with their customers. Understanding how customer behaviour is evolving will help organisations choose the right technology platforms to be able to satisfy enquires from increasingly demanding customers."
The research highlights the main areas that Asia Pacific companies need to focus on in order to reconnect and engage with autonomous customers:
1. Reduce the effort consumers use to interact by phone and website.
2. Use automated phone and voice self service where possible to reduce the cost of inbound and outbound contact.
3. Drive Internet self-service through online support services, such as Web chat, click to call and video.
4. Overcome lengthy security with technology enhancements that can improve ease of use.
5. Harness the willingness of customers to help each other with online reviews and forums.
6. Use the phone to build relationships and deal with complex queries.
7. Leverage social media to interact with customers and solve problems.
8. Deploy experts to avoid customer frustration with first-line support.
9. Embrace mobile service to engage with customers over the phone and Internet.
10. Use video to enhance the online shopping experience.
11. Link multichannel platforms and gather data to better understand customers.
12. Keep the contact centre at the core of customer communication.
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