Through a series of articles, we have established the state of customer service, to help you improve your customer service and turn it into a profit center. We’ve seen that to deliver a more intelligent customer service, there are 3 major points you have to consider:

  • The effects of customer service on your bottom line
  • The importance of customer acquisition VS. customer retention
  • How to leverage technology to deliver superior customer service

In the previous articles, we talked about the effects of customer service on your bottom line and then about whether prioritizing customer acquisition or retention

Today, we are going to focus on the last chapter:  How can you leverage technology to deliver superior customer services? Here are some tips and helpful pieces of advice about multi-channel communication, personalization and so on.

First, develop a 360° awareness of your customer
awareness of your customer

First, you need to identify the different customer profiles and segments:

  • Understand what the customer may buy from you over the life cycle, what do they require from you
  • What are the different kind of people you deal with: who is buying
  • Now that you know this, offer something that they want and that answer their needs.



Self-service is the most convenient for customers and companies. They can do whatever they want when they want.
Typical self-service process relate to:

  • Customer registration purchase
  • Publication of formal product company information
  • Sharing additional informal information (blog)
  • Request for additional services and support
  • Monitoring customer information preferences

Self-service is also smart and convenient.  Self-service has typically the highest potential for increasing efficiency and convenience while reducing costs, it directs focus to live interactions during the customer lifecycle that require specialized knowledge and human emotional interaction. Also, self-service have to be based on your specific customer lifecycle and focused on providing value in a specific context

Multi-channel communication: For more convenience

First, you need to provide convenience with multi-channel, and be present at any time: this is what customers today are expecting. Engage your customers on their own terms across channels with the same dependable quality and self-service.

Foolproof your customer service for multi-channel and self-service:

– Optimize your customer lifecycle journey for self-service and multi-channel

– Adopt communication strategies (Internal and external): you have to let people know that this is a new way in which the customer can now interact with you.

– Enhance and train for the new skills required: now, good speaking skills are no longer enough. Customer service needs to be multi-task if several conversations happen at the same time, they need to know how to type properly, the spelling …

– Adjust customer service management policies (Internal and external)


It is really important that you create a meaningful 1-1 relationship with your customers. 
Automate 1-1 interactions depending on the stage of the customer lifecycle and the customer initial interaction:

  • Propose a service journey
  • Stay pertinent and timely
  • Automate transactional journeys & mindful promotional messages

You can now predict, automate the next steps. For instance with  Welcome emails, you can predict what they are going to need (contact us, more info…). You are now able to provide a consistent quality interaction with the customer.
The idea of personalization: provide convenience, anticipate customers needs (and do not wait for them to develop the needs).
Enrich customer profile with data farmed in the integrated sources: Product preferences, consumption habits, Buying profile, Demographic information, Household information, Attitude toward your brand…

Hope you liked these tips. For more, don’t hesitate to download our ebook on the right, or here. 

So here is our conclusion recap for this chapter.