3 min readHow technology can improve customer service


Using various digital technologies in your business is a great way to build relationships with customers.

Of course, the internet is perhaps the most popular form of technological engagement. It’s quick, globally accessible and can convey information in an instant. But customers may soon become tired of the same techniques and using the same methods as other competitors isn’t really an effective way of attracting a new customer base.

It’s important to incorporate new methods to enhance customer service, so that you appeal to a wider audience while still retaining your existing customers and brand loyalty.

Investing in other technologies, such as customer relationship management (CRM) or contact centre system software, can deliver a hassle-free experience across a multitude of channels directly to your customer.

Customer service and CRM

CRM is a strategy employed by businesses to manage all interactions made with existing and prospective customers. This includes being able to keep a record of important factors such as: pending invoices, the customer’s transaction history, the status of their orders, all of their previous transactions with you, and even the opportunity to see their social media interactions with and about you.

According to Bob Thompson, chief executive at Customer Think: “Successful CRM is about competing in the relationship dimension. Not as an alternative to having a competitive product or reasonable price – but as a differentiator.

“If your competitors are doing the same thing you are (as they generally are), product and price won’t give you a long-term, sustainable competitive advantage.

“But if you can get an edge based on how customers feel about your company, it’s a much stickier, sustainable relationship over the long haul.”

The benefits of CRM for customer service

Investing in CRM strategies not only helps to build an established relationship between business and customer, but it can bring a great number of benefits to your business directly. For instance, CRM:

  • Improves products and services.
  • Increases revenue and referrals from current customers.
  • Enables you to secure more deals.
  • Optimises your overall performance.

Using CRM will lead to happier customers, which in turn will encourage them to spend more on products and services. By maintaining a solid relationship with customers, they will be more inclined to revisit. In a satisfaction survey conducted by Customer Thermometer, it was found that repeat customers spend 33 per cent more than new ones.

Other ways of improving customer service

Although CRM is one of the most useful technological advances for customer service, there are other factors that should be considered in order to improve this further.

One way of doing so is by responding to customers quickly. As well as making your contact details clearly visible on each page of your website, using a company social media account – such as Facebook and Twitter – could also be efficient. Customers contacting you on the go may turn to social media as a main form of contact rather than searching through numerous pages online to find your contact details.

Not only do social media accounts enable quicker responses, but they enhance the online presence of a business, meaning customers will be able to access a service through a number of different mediums.

Of course, customers are the main priority for most companies, but it is important to not lose sight of the significance of employees. Make sure they have been given the essential training and basic knowledge about how to handle customer queries effectively.

If you’re planning to invest in CRM, the conditions need to be right for it to succeed. Read our white paper to learn how to optimise your system.
Customer engagement white paper