The Role of Customer Support in Successful Enterprise Communications

Posted on August 23, 2021

As the hybrid workforce becomes more prevalent, businesses are learning to adapt their services while remaining connected to their customers and continuing to provide support from a distance.

Adopting flexible, cloud-based telecom resources is one of the key ways businesses have been able to keep in touch with customers and provide open and accessible channels of communication. Customer preferences are changing, and benefits like immediacy, accessibility and customizable offerings are often valued above brand loyalty. Customers want options when it comes to receiving support and it is important for a company’s customer service model to evolve alongside changing preferences. According to a study by Verint Systems Inc., 83% of consumers prioritize customer experience in selecting a provider, and 48% said they were more likely to be loyal to a brand that used the latest technology to engage with them.

Businesses can take advantage of modern telecoms resources such as telecom APIs to develop an omnichannel communications strategy. An omnichannel strategy means that an enterprise creates a singular experience for customers across all communications channels. Phone calls, SMS, chat and email touchpoints are all connected and integrated for a seamless customer experience no matter where customers are located when they interact with the business. A customer receiving a text from the business, for example, would be able to reply easily via text or also voice call.

Telecom APIs can maintain omnichannel communication by working behind the scenes to add communications channels directly to existing apps, tools or platforms. As an example, SMS/MMS has become a preferred channel of customer support compared to email, as seen in quicker response times and open rates. SMS/MMS is direct, interactive and scalable, making it a more engaging mobile marketing tool. Using telecom APIs, companies can integrate SMS/MMS into their omnichannel communications mix.

Telecom APIs can also track the history of a customer’s purchase and complaints by generating a call detail record (CDR) tied to a specific customer’s number. Customer support team members can reference this history on future calls with the client to personalize their experience. Contact centers with strong voice calling capabilities can also keep callers off hold, saving time for both the enterprise and customer. In these ways, cloud-based telecom solutions can help modernize a company and strengthen its customer satisfaction.

Partnering with Communication Service Providers

A company’s enterprise communications strategy will continue to be a large factor in customer retention, especially as the telecom market has grown increasingly saturated and competitive. Businesses are integrating cloud-based services and other new technologies to expand their services and better meet the needs of their customers.

Quality customer support is an essential way a company can retain customers and differentiate themselves from the competition. As such, it’s important for businesses to select a Communication Service Provider (CSP) that is responsive to consumer needs and has strong customer support offerings.

As mentioned above, convenience and providing adequate channel options are key to customer retention, with consumers now preferring self-service and online account management to direct phone calls for high-level questions. Video conferencing has become an essential communication tool during remote work—in 2020, 57% of SMBs expect their providers to support video for customer care. CSPs with a diversified omnichannel communications strategy demonstrate adaptability to the demands of an evolving market.

Flowroute’s award-winning customer support team has been named a leading SIP trunking provider in customer satisfaction for three years. The support team is highly qualified and has robust technical expertise to support customers. Specifically, Flowroute’s support engineers are fully trained in all aspects of the network, and across a broad range of UC, PBX and call center technologies. Flowroute is also dedicated to meeting customers where they are by providing multiple avenues of communication. In addition to a self-service portal, Flowroute’s team is available 24/7 to offer support in the event of an emergency production issue.

Flowroute’s +59 Net Promoter Score (NPS) is also a reflection of the flexible customer service model and responsiveness of the customer support team. To learn about potential causes of separation, the team proactively follows up with NPS detractors and investigates what might have led to their dissatisfaction.

By partnering with responsive and adaptable CSPs, enterprises can improve their communications strategies and better engage with their customers. An omnichannel plan that incorporates traditional and newer communication channels allows customers to receive support through a preferred method and provide a smooth, personalized experience across multiple channels. In providing competitive customer service experiences, enterprises will ultimately benefit from improved customer satisfaction and brand loyalty.

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