• Delivering a seamless experience across the customer’s journey, encompassing both online and offline channels (e.g. in-person, phone calls, web and mobile platforms, social media)


  • This ensures that the customer profile and context of customer interactions are maintained and accessible across all touchpoints — such that every employee involved possesses the relevant information prior to or during their interaction with the customer


  • Equipping the customer service team with brand and product knowledge, as well as skills for customer management, is also essential to ensure that a consistent brand image is being portrayed

Personalised Customer Experience

  • Tracking customer preferences and transaction history to tailor services to individual customer needs, or adopt a pre-emptive approach to address customers’ requests


  • Enabled by a strong customer database and robust data analytics capabilities in order to gain customer-specific insights (e.g. enabled by strong Customer Relationship Management (CRM) system)

  • With such data insights, there are opportunities for customer service teams to perform cross-selling and up-selling activities during customer interactions


  • Enabling self-help features or equipment in online and offline channels to provide customers with ready access to information, and reduce the volume of customer enquiries


  • Providing customers with self-service capabilities for basic transactional queries, such as checking of stock availability, may also improve efficiency


  • Existing examples include in-store kiosks for pricing or store information, and FAQ pages on online platforms


  • Integrating with all internal systems, and ensuring that information across all systems are amalgamated and accessible through a single point

  • Examples of these systems may be the Customer Relationship Management (CRM) system, Inventory Management System (IMS), Warehouse Management System (WMS) and Point-of-Sale (POS) system

  • Systems should comprise real-time functionality to ensure information reflected is accurate and up-to-date, such as inventory levels, in order for the customer service team to enact effective customer interactions

  • An integrated system will create a more robust database to support data analytics activities, allowing insights to be synthesised across multiple points of view and avoid information silo


  • Utilising technology and systems to provide customer support or improve the customer’s experience

  • For instance, chatbots and artificial intelligence (AI) capabilities may be used in place of or to precede conversations with live customer service representatives, thus enhancing productivity and efficiency

  • Technology and systems also enable real-time customer support, which improves the customer’s experience with shortened response times
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