VUCA leadership for your business has become more vital than ever before. The past few years have allowed us to witness how volatile, uncertain, complex, and ambiguous running a business can be. Further emphasised by today’s changing environment and mobility restrictions, many businesses have unfortunately not weathered through this ordeal.
The shift to taking businesses online becomes ever more imminent. Doing this shift well in a way that continues to provide that personalised experience to customers is key in order to set your business apart.
Small and medium businesses (SMEs) are considered the backbone of Southeast Asia’s economy, representing 97% of overall business in SEA. Unfortunately, market volatilities brought about by the ongoing pandemic have caused over half of SMEs to close in several SEA countries. Given changing market trends, technology adoption becomes imperative for businesses to adapt, survive, and thrive. Particularly, enabling great customer service in this shift is vital.
As businesses transition from offering their services from an offline to an online environment, it is important to know the opportunities that come with providing seamless customer experiences. It’s good to keep customers engaged, and give them the information that they need when they need it to keep them satisfied.
CM.com brings conversational commerce best practices to Southeast Asia
Enter CM.com (AMS: CMCOM), the global leader in cloud software for conversational commerce that enables businesses to deliver a superior customer experience. Headquartered in the Netherlands and being in business for over 20 years, its customers include big brands such as Coca Cola and the BMW Group, in addition to thousands of medium and small-sized businesses. As the number 1 software suite for Conversational Commerce, CM.com is at the forefront of this field with vast experience across industries and has been duly recognised and accredited by reputable organisations like the GSMA, European Commission, and PCI DSS.
CM.com evangelist Michiel Gaasterland shares that their award-winning Mobile Service Cloud platform handles over 50 million human messages annually. When asked about emerging trends in the e-commerce marketing space, Michiel shares, “The overarching trend is rising customer expectations. Customers now expect you to be available when they need you. They want to use the channel they prefer. And they want to speak to a friendly, knowledgeable agent, capable of solving their problem in one interaction.”
CM.com’s solutions enable more seamless experiences for your customers, setting your business further ahead. They have various customer touchpoint modules including customer engagement, audience reach, customer contact automation, message personalisation and conversation monetisation. They also have multi-channel solutions, via SMS, voice and online chat, providing personalised service experiences for customers through AI-powered contextual conversations. Seamless and customised mobile marketing experiences are also achieved based on unique customer preferences, thereby optimising customer touchpoints for monetisation.
Delivering relevant solutions to the hyper-empowered consumer in the realm of digital becomes more competitive than ever. Staying ahead through impeccable customer experience from engagement to retention can be streamlined through CM.com’s Mobile Service Cloud and Mobile Marketing Cloud solutions. Mobile Service Cloud is an all-in-one customer service solution for customer service teams to maintain full visibility of all support engagements in one place.
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Mobile Service Cloud addresses various customer service challenges. Michiel elaborates how CM.com’s solutions solve these, Mobile Service Cloud offers a truly channel-agnostic customer service solution: all core functionality works out of the box for all service channels, as well as providing easy access to all these channels such as e-mail, live chat, SMS, WhatsApp, Messenger, Instagram DM, Twitter DM, Apple Messages for Business, as well as third party VoIP systems — and just released: native Voice capabilities. Mobile Service Cloud also adapts ‘conversations’ as the currency of the system, and not ’tickets’. Old school helpdesk systems turn questions into tickets and people into numbers.”
Michiel added, “We believe customer service is a conversation. Not a chess game that carries on for days. At CM.com, we like to say: ‘No queues, no tickets, no dramas.’ Old school ticketing systems all work with a queue. Since the queue is not owned by anyone, customers are left unattended. It also causes agents to cherry-pick the easy questions first, and leave the difficult ones for later. Lastly, queues create a cluttered overview because all support requests (with different statuses) remain in the queue until final issue resolution. In short: conventional ticketing systems are focused on the internal process, not on the customer. We solve this completely differently with a user interface that allows agents to put the customer back on #1.”
Sustaining service standards
More benefits to your business can be realised through CM.com’s solutions. While simple customer queries can be addressed through AI automation, more complex queries need human support. CM.com enables your team to deliver an experience to your clients where there is no drop in terms of service standards in the transition, as all conversations are appropriately tracked and documented.
Your business can also cut back on typical response times. CM.com’s Mobile Service Cloud solution consolidates information across multiple sources from the customer relationship management (CRM) software, the customer data platform (CDP), and the enterprise resource planning (ERP) systems. Rather than having customer service agents dig for the relevant information across platforms, CM.com enables a streamlined experience for customer service support to efficiently solve customer concerns). The solution also enables your customer service team to effectively engage with your clients through their most preferred channels.
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With respect to engaging with businesses in Southeast Asia, CM.com has not only considered globally renowned customer touchpoint channels to be integrated into their system but also provides channel integration of those dominantly used in Southeast Asia like Viber and Instagram — providing more options beyond the typical choices of just email and phone.
Mobile Service Cloud integrates conversations of customers across the multiple channels they may be using, making it more efficient to solve customer concerns. With CM.com’s Mobile Service Cloud solution, your customer service representatives no longer operate in silos, but as a collective unit providing the best possible customer experience. Michiel further notes, “We offer advanced analytics that allows our customers to analyse and optimise their service performance. By automatically tagging all service conversations, customers can learn from their conversations and optimise the parts of the journey that contain friction. By connecting your Mobile Service Cloud to CM.com Customer Data Platform, you can truly integrate Service into your overall Engagement plan. Because who still sends a customer a marketing message one the same day they filed a complaint with your service department? Not CM.com customers.”
CM.com’s Mobile Service Cloud enables this synergy through a technology solution that is intuitive, easy to use, and adaptable.
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This article is produced by the e27 team, sponsored by CM.com
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