Samir Gulati, Chief Marketing Officer, ServicePower explains why savvy service organisations understand that building an excellent customer experience must begin from the first interaction, but must continue through every service touch point onwards - and how IoT data can be a key tool in achieving that...
Customers purchase products and don’t interact with the OEM or retailer again until something fails. Thus, your next contact with the consumer is one in which your product has become their problem. You are behind the eight ball right out of the gate.
While the industry has focused on metrics important for operational improvements, such as first-time fix rates, productivity, efficiency of field technicians and fuel utilization, all of which are critical to any business, we now must recognize that customer experience must be the driving force behind our strategies, the top priority for our operators, for sales and marketing and for our service teams.
Considering the customer experience from the very beginning is the surest way to drive downstream revenue.
Start at the Beginning
Customer experience must be considered from the point a product is manufactured or sold, not simply from the perspective of field service downstream.
Customer experience must be considered from the point a product is manufactured or sold, not simply from the perspective of field service downstream. Ensure that your product includes features which makes your customers’ experience with your product easy and helpful, that it meets expectations. Don’t stop there though. Make sure the product exceeds expectations. With the ease at which IoT sensors can be embedded in products and used to provide proactive new accessories and services, makes tapping into this technology a no-brainer.
IoT isn’t reserved for heavy industry. Consumers, both residential and commercial, are using IoT in their lives every. Use it to your advantage, and theirs.
Take the Next Step
Your responsibility to your customer doesn’t stop at the point you ship or sell a product or service. Once the product is in hand, make sure you’ve made it easy to connect with your organization in real time.
If a customer has questions about usage or features and functions, needs accessories or complementary products, or in the event, there is an issue with a product, omnichannel connectivity gives them the ability to connect with you in ways that are convenient for them.
Use web portals and mobile apps, use Smart Speakers. Image how much better a repair experience could be if Siri could schedule an appointment for your customer.
Go Beyond Service Delivery
Enabling field teams with technology with the information, part and tools required to fix a problem in the field is the minimum expectation of field service organizations now.
If you’re not there, and recent data suggests that almost 50% of field service teams are not, get there fast. Look to configurable, cross-platform mobile applications that you can deploy quickly, on any device, with the process and forms needed- by your employed or contracted field technicians- to get onsite and problem solve in real time.
But don’t stop there.
Tap into the data you’ve collected from manufacturing, the point of sale, IoT and service history to offer your customers more.Tap into the data you’ve collected from manufacturing, the point of sale, IoT and service history to offer your customers more. The data at your fingertips makes it possible for you to offer new services using that data, directly from your field technicians.
Make the customer happy with a single visit fix. Make them happier with maintenance contract offers that keep their products up and running longer. Delight your customers with proactive service and seamless communication with every member of the product lifecycle ecosystem.
Use the data and the technology available to both your organization and your customer, to seamlessly drive positive, profitable post-sale interactions with every customer.
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