Utilising technology to optimise customer interaction is essential in order to keep up with the competitive market. In order to maintain long-term relationships with customers, their expectations of fast, convenient and personalised customer service need to be met.

A business should ensure that there is little to no waiting time for a customer to receive support. This could be addressed by creating a chat facility. This allows the responder to assist multiple customers at once rather than having to focus on one at a time.

Additionally, companies should enable customers to book appointments for when they’ll be able to call for support – this lets the customer know exactly when they’ll be able to get in touch. Flexibility with appointment times will also increase convenience for customers.

Businesses should invest time in understanding how to make their website more intuitive so that it is easy to use for customers. Having an accessible website that facilitates fast and easy purchasing or access to services increases likelihood of customers returning to the website. It can also be very beneficial to have FAQs on the website. This section should contain answers which are easy to understand, and information about where the customer may contact if they need additional support.

Technology has simplified the personalisation process, and it is important to take advantage of this. Businesses are able to curate marketing campaigns which target specific audiences based on their usage history so that customers are seeing products/services that are relevant to them. This will ensure that customers are not overwhelmed with irrelevant information about the company.

The prevalence of technology can be utilised to a business’ advantage by employing these key changes.