96 per cent of people across the UK have access to the internet, and 51 million people in the UK use social media. Because digital channels are so widespread, almost every company uses them to engage with current or prospective customers, whether through Facebook, virtual assistants or WhatsApp.
However, having several engagement channels can lead to siloed data being stored across different platforms. Not only does this cause confusion for customer service teams, but the customer journey can also lack personalisation and clarity (a common situation among housing providers).
Giving customers a choice of channel ensures customer satisfaction through high levels of convenience and trust, paired with minimal effort. By maximising customer satisfaction early in the customer journey, housing providers are empowered to help their tenants when they need support.
How meaningful experiences can be managed
Microsoft Dynamics 365’s omni-channel experience combines customer data across different communication channels and line-of-business applications to resolve issues faster with the help of productivity tools. Customers can seamlessly navigate through self-service, peer-to-peer service and assisted-service channels, all while receiving the same customer experience.
By instantly connecting with customers across a range of channels such as live chat and SMS, Dynamics 365 Omni-channel for Customer Service can drastically improve operational efficiency and customer satisfaction. Contextual customer identification, real-time notifications, integrated communication and agent productivity tools, such as knowledgebase integration, search and case creation, are all included in Omni-channel for Customer Service to maintain the effectiveness of sales and customer service teams.
Orlo, a digital conversion platform which integrates with Dynamics 365, brings together all digital conversations into a single inbox. This means customers can still take their pick from a selection of channels, while customer service teams save time via the centralised system. Customer-facing staff can be assigned messages, add notes and set up validation processes before sending messages out.
Social media & rich data
At the same time, Orlo elevates social media insights by combining them with the rich data within a housing provider’s existing CRM system. This allows them to access all key information, including social behaviour, without changing apps. As a Microsoft Premium Partner able to integrate directly with Dynamics 365, the data combined through Orlo can be visualised using Microsoft’s Power BI to improve monitoring and analysis. Alongside this, the Performance Analytics solution instantly provides customisable reports to further understand customer progress.
Portals are dedicated self-service websites that can act as a customer engagement or information hub. Queries, bookings, appointments and documents can be managed through portals, as well as an area for live chat or knowledgebase articles. They are the key to driving customer engagement, so tenant forums can be set up for help requests or to build a community. Portals are easy to get started with and are cheaper than alternative engagement methods. The portal can stay with tenants for their entire journey, which improves overall satisfaction. Bookings and requests are faster and easier to make, and the centralised system keeps tenants informed.
Internal omni-channels
While an omni-channel experience for customers is essential for satisfaction levels, omni-channel internal operations can revolutionise the way a housing provider serves its customers. Microsoft Dynamics 365 integration can transform contact centres into a cloud-based, omni-channel system that allows agents to access tenant information remotely.
Not only is this essential when working from home, it is also vital when visiting customers. Contact centre agents can respond to customers via Dynamics 365, phone, video call, email, chat and more. By integrating internal contact centre operations, customers can then receive faster and more accurate responses. This solution can include reason codes, agendas, customer recognition and the customer queue to equip the customer service teams with the right information to do their jobs.
Agent Scripts streamline customer engagement by providing guidance on responses to customer queries and ensuring consistent messaging. By maintaining accurate, company-approved responses, customer care is more efficient and effective. By equipping the customer service team with a short description of the required step, users can keep track of what has been done, ensuring nothing gets missed out.
Omni-channel experiences give tenants choices, improving overall satisfaction. And while omni-channel methods are beneficial for customers, housing providers also benefit from well-rounded responses, shorter waiting times and more streamlined operations by using Dynamics 365 and Orlo integration.
Jordan Wheat is a new business consultant at Crimson.
