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A new approach to serve today's customers is required

Apr 15, 2019  |  Written by Ashwin Dhumal

Tech giants like Amazon and Google focus significantly on creating a customer-obsessed culture. Customer obsession is a result of the focus on delivering the most exceptional customer experience possible, exceeding customer expectations every day and achieving customer success through frictionless customer service. It is important to note that the cost of providing exceptional customer experience is not borne by the customer, but is recovered from incremental sales and repeat purchases.

The idea of customer obsession, however, hasn't percolated beyond technology companies. Many non-tech industry segments (e.g. consumer goods) are still prioritizing on customer service delivery automation with a primary focus to reduce cost rather than ways that can significantly create positive experiences. The era of managing customer through just CRM tools is over. Customers today have more choices than ever affecting brand loyalty. Today, product value and convenience drive repeat purchases, recommendations, and positive reviews.

In the above context, customer service, if oriented towards creating positive customer experiences can become a long-term competitive advantage. Essential learning from companies like Amazon is to have a customer-led approach, i.e., understand the “why” behind customers actions to make a business decision. As an example, in our online survey, it was observed that 54% of customers get frustrated waiting for customer service reps or explaining their issue to multiple reps. A proactive customer service manager will try to reduce wait time or start working on optimizing CRM process to make customer information available to many reps simultaneously. Contrary to popular belief, such actions are incremental and do not move the needle to serve the modern customer. Instead, companies adopting a customer-led approach would have questioned the critical driver of customers' feedback and would have first targeted alternate methods rather than only focusing on optimizing the existing process.

Customer-obsessed companies will spend significant time understanding the “why” and develop new alternatives to the sources of customer frustration/negative feedback - In this case contact centers. What if customer service representative could call customers proactively in case of product failure? Alternatively, can the customer place a service request without calling the contact center or filling the online web forms? Alternatively, can we reimburse customers in case of long wait times? These are just a few questions that customer-obsessed companies will ask themselves.

There is a need to change the approach that non-tech companies have to boost customer experience, especially post sale. Not to mention the significant return on investment that a company will enjoy by adopting effective digital transformation methods and moving beyond operational customer service.

At Zillor, we understand the post-sales customer pain points primarily in the consumer durable, consumer appliances, automotive, and electrical and electronic industry and we see a need for the adoption of technology, especially IoT. IoT enables a three-way interaction between the company, product, and customers driving proactive, timely and hassle-free customer service. The important learning is not to over complicate the implementation and make deployment in ways that can be universally adopted by all the consumers with limited changes in your current process.

If you want to know more about Zillor’s Quick connect product suite & how it can help transform your customer service experience, please write to us at

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