Brand love begins as brand loyalty and then becomes an obsession. At the core of this affection is an unbeatable “experience” when a customer connects with your store or service.
So, how do you build brand love? In today’s world of instant connection, a customer self-service portal – enabling customers to complete transactions, track order status real time and get their questions answered – is a business essential.
The more functions you offer online, the less likely your customer service agents will have to work with a client offline.
Key functions expected in a customer service portal are summarized here:
|Portal feature||Lets the customer:|
|Purchase history||See a summary of products or services purchased in the past|
|Documents||Execute documents and gain online access to these documents for easy reference and reprint|
|Open accounts receivable items||See what they owe, when it was due and what it was for|
|Termination information||See early termination fees, if applicable|
|Pay online||Make a one-time payment and register for recurring automated clearinghouse payments|
|Online chat||Communicate with an on-line agent|
|Return policy||Conveniently access your return policies|
|Invoice regeneration||Regenerate a past invoice instead of having to call customer service and wait for an email|
Customer service portals should run seamlessly through a traditional web browser on a desktop monitor or mobile device. A separate, mobile-specific application can also be developed and should be targeted at the iOS (iPhone) and Android, as they dominate the hand-held market.
Not only are customer portals highly efficient, but customers often like them better than more time-consuming, agent-assisted support by phone. Your business can stay open 24/7 and deliver a high-touch experience for customers – while reducing administrative costs and building the kind of brand love that powers growth and profits.
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