Salesforce has released 'State of Service', a global service trend report that contains insights from service professionals and decision-makers around the world.
The report is based on data collected from over 7,000 service professionals in 33 countries around the world, including North America, Asia, Europe, the Middle East, and Africa. In particular, in this report, which includes data from 300 domestic service experts, various insights necessary to improve customer satisfaction and secure competitiveness in the rapidly changing service environment due to Corona 19 can be confirmed.
According to the report, the key factors that service experts are considering are ▲ establishing a new service strategy according to customers' rising expectations ▲ expanding digital-oriented service contact points ▲ strategic training of service human resources. Service experts predicted that the ability to respond quickly and flexibly to customers will become a key competitive edge for expanding customer contact points and improving customer experience in the future, and 72% of respondents in Korea have attempted policy changes to secure flexibility in the service sector. Answered.
According to a Connected Customer Report released by Salesforce in October, 91% of customers said superior customer service was the primary driver of additional purchases, and 80% of customers said that the products and services they offer They answered that the experience provided was important. In particular, 60% of customers said that the standards for the services provided by brands have increased since Corona 19.
Digital service channels are also expanding according to changing customer needs. Compared to 2018, the frequency of using digital channels is increasing in the order of video support services (+42%), live chat (+35%), and messenger apps (+29%). In addition, since 2018, AI (+32%) and chatbot adoption (+67%) have increased, and 64% of domestic decision-makers responded that they are making investments to secure flexibility and agility in the service sector.
On the other hand, in providing advanced customer service, 86% of service professionals responded that they are having difficulty in providing customer service based on digital channels, and the main factor cited the gap between the technology required for the service sector and the technology they currently have.
As the importance of customer service emerges, interest in employee retraining is also increasing. According to the report, 77% of respondents agreed that they are playing a strategic role in their job performance, and accordingly, 61% of respondents said that appropriate training and coaching were necessary. In addition, 67% of respondents, an increase of 8% compared to 2018, say they have a clear vision for service careers.
Bill Patterson, Vice President and General Manager of Salesforce CRM Applications, said, “2020 was a year when members of the service sector played a more strategic role and accelerated customer service innovation by increasing work productivity based on technologies such as AI. “When measuring the performance of the service sector, customer satisfaction is emerging as a more important key index than the number of consultations,” he said.
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