COVID-19 Impacts to Digital Customer Experience
In the wake of this pandemic how is your digital customer experience strategy evolving? Revised customer engagement strategies? Enhanced customer community plans? Additional plans or changes to online learning, events or webinars?
Answers
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We've particularly been focused on how we pivot away from the high-value activities such as in-person QBRs and do things better digitally. This obviously means doing more remote sessions with our customers, but also figuring out how to add good touches to these interactions. That may be something like sending swag, or buying the client lunch/coffee during the meeting and have it delivered during.
Regarding our current digital strategy, I think the message has wholly evolved into one of empathy and assistance. Trying to identify how our services can assist in key needs specific to the crisis, and work to better market those benefits.
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As a result of Covid-19 we are being drawn to a more personalized view of support - the individual being as important as the organization we are supporting.
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Here's a link to the report I published with an overview of various virtual engagement tools, and use cases for them across service and sales: https://www.tsia.com/resources/building-the-infrastructure-for-virtual-customer-experiences
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Similar to Stephen's comment, our focus is on increased personalized approaches to customer engagement. Knowledge Management has played a role in getting much-needed information to our customers. For example, many colleges and universities are changing tuition rates or schedules. Although this information was already in our KB, the spotlight on the existing and new information has led to increased trust in Self-Service opportunities for our customers. From our online community, we've seen an uptick in collaboration between customers with the sharing of knowledge and best practices. To Justin's point on empathy and assistance -- absolutely key to current interactions as long as it does not seem contrived. The goal is to increase trust, which appears to be working.
For virtual events and webinars, I'm looking forward to how TSIA does it at TSW tomorrow!
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Because of Covid-19, Okta's yearly customer conference was moved to a virtual conference. Because of this, we saw a huge spike in Okta related discussion (not just re-sharing announcements) on Twitter. While we had a virtual help desk within the platform, many people asked us questions on social, and we were able to get to them relatively quickly. Preliminary numbers showed that our volume spiked about 500%, and since the conference has ended, our volume has more than doubled on a daily basis, showing that our customers valued the social engagement and quick responses they can get to questions, rather than submitted cases and waiting for replies.
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