Optimise your Digital Investment: Debunking 5 Customer Journey Myths

Given the near-universal trend of consumers transacting and engaging on digital channels, businesses have in turn invested heavily in digital channels and capabilities to provide a better customer experience at a lower cost. 

However, pervasive myths about customer behaviours and needs are limiting service leaders’ ability to leverage these channels effectively. As the use of digital channels evolves, consumer behaviour adapts alongside it. In order to stay abreast of customer behaviour trends, and curate an informed, effective channel strategy, service leaders must debunk these pervasive customer journey myths.  

In October 2021, Gartner published a valuable press release, written by PR Manager Gloria Omale, detailing five myths about customer service journeys that undermine service leaders’ digital investments. 

In this article, we will explore Gartner’s findings in the context of 2022. By unpacking the realities of modern consumer behaviour as discussed in Gartner’s press release, we will demonstrate new ways to help you to optimise your digital investment and create long-term customer loyalty. Additionally, we will explore how an all-channels communication platform, like Solgari, can help you to optimise your customer service experience.  

 

Myth #1: Customers will adopt new channels without hesitation 

All too many service leaders have begun to advocate for the use of self-service, automated capabilities, as it typically offers the greatest efficiency in terms of issue resolution. Leaders can tend to view this automated capability as a ‘silver bullet’, ignoring the established fact that customers can quickly lose patience and abandon self-service in favour of more familiar, assisted channels.

Research from Gartner demonstrates reports that many customers begin their service journey online. This creates an opportunity to redirect customers into digital channels like self-service. Once there, the key is to enable customers to escalate smoothly into an agent-assisted experience at will – where the agent is provided with visibility into the entire conversation up to that point as well as contextual detail on the customer’s relationship with the business. This will optimise the digital investment poured into self-service functionality.  

 

Myth #2: Channel switching worsens the customer experience  

Service leaders believe that channel switches require customers to invest more time and effort, resulting in frustrations, lower retention, disloyalty and brand tarnishing. However, in their press release, Gartner reported that customers have no issue with switching channels, so long as their challenge is resolved in a single, continuous interaction. Frustration comes from delays and lack of communication. 

The best strategy is to curate unique customer journeys by utilising the most suitable channels for specific issues. Leading service organisations ensure that when a channel switch is needed, the context of the customer journey is also transferred. This decreases resolution time and minimises the chance of a customer abandoning the original interaction. 

customer service

 

Myth #3: Great customer service ensures customer retention 

It is natural for service organisations to assume that if a customer has an exemplary experience with an organisation, then they will automatically want to do more business with them in the future. However, this is not always true. While high-quality service interactions may stop customers from leaving, it is not enough to ensure retention. Gartner reports that customers ultimately show loyalty to the company’s product or service offering, rather than the service experience. Therefore, your business must ensure that customer service energy is adequately focused on helping customers obtain more value from the initial service offering or product.  

 

Myth #4: Proactive service reduces customer service call volume  

Proactive services are deployed to help resolve issues before they become problematic or disruptive to the end client. Service organisations tend to believe that by acting proactively, they will eliminate the need to contact customer service and therefore reduce hassle for customers. While proactivity is beneficial in many ways, research has found that it actually has the opposite effect on customer behaviour. While it does not consistently reduce contact volume or costs, proactive service does improve customer experience outcomes and is beneficial for the reputation of your brand. 

 

Myth #5: Customers frequently and instinctively contact customer service channels  

When issues occur, service leaders assume that customers will automatically reach out to customer service for problem resolution. After all, that is the intended purpose of customer service channels. In actuality, most customers view contacting customer service as their last resort. In particular, client bases made up of younger age groups, such as millennials and Gen Z, increasingly turn to third-party sites to resolve their problems. Therefore, when developing channel strategies, service leaders need to recognise and account for the fact that many clients seek out information via search engines and third-party channels first.  

 

Effective customer service and support is vital if you wish to enhance customer satisfaction and foster client loyalty. Solgari helps to make customer communication seamless, easy and efficient. Solgari integrates an all-channel communication endpoint directly into your CRM. You are always able to contact clients via the most appropriate channel (including voice, video, chat, SMS, WhatsApp and social media) without ever leaving your CRM screen.  

Unlock the communications freedom you have been waiting for. Book a meeting with one of our representatives to discover how Solgari could transform your customer experience and optimise your digital investment today. 

Get in touch

Solgari appoints Joe Leberte as VP Sales EMEA

Solgari is delighted to announce the appointment of Joe Leberte as VP Sales EMEA, stepping into a prominent role to grow and develop our strategic partner relationships and to lead our sales team to meet and exceed goals across EMEA.

Joe joins the busines as a top-performing sales leader with a background in selling marketing automation technology within the Microsoft ecosystem. He comes to Solgari after attaining considerable experience at another ISV within the Microsoft ecosystem, ClickDimensions, where he spent six years developing and managing strategic Microsoft partnerships throughout EMEA.

Commenting on his appointment, Joe said; “I am thrilled to be joining Solgari as we continue to grow globally. Solgari understands the challenges organisations face to effectively communicate with the outside world and have made this possible by providing a cloud based all-channel communication platform. In today’s digital landscape Solgari has successfully enabled our customers to have a single source of truth within Microsoft Dynamics 365.”

Edward Grant, Solgari COO, added; “The board and I are delighted that Joe is joining us at such a crucial time for the company. Joe will be stepping into an important leadership role, and we are looking forward to seeing him grow our partner network and help generate real opportunity across EMEA.”

About Solgari:

Solgari is a Premium Tier Microsoft Business Applications ISV Connect Partner and part of the Microsoft Inner Circle for Business Applications. Solgari provides the All-Channel Communications Solution for Dynamics 365 and Power Platform, as well as the Solgari for Dynamics 365 Customer Voice Solution which delivers automated phone and SMS surveys.

Our solutions allow Dynamics 365 and Power Platform customers across Healthcare, Financial Services, Manufacturing, Retail, Real Estate and Non-Profit to address all business communications from customer care, contact tracing, sales, marketing, surveys, and automation, across all channels and functions removing the need for multiple telephony, contact centre, recording and archiving, and carrier solutions. The result is an end-to-end global cloud communications solution requiring no hardware or software and in conjunction with our carrier and SMS capability, is available anywhere.

If you are interested in finding out more about the customer outcomes we enable, please review our applications on Microsoft AppSource.

All-Channel Solution for Dynamics 365.

Solgari for Dynamics 365 Customer Voice.

 

 

Contacts

Vincent Kelly – Head of Marketing

vincent.kelly@solgari.com

 

Joe Leberte – VP Sales EMEA

joe.leberte@solgari.com

Solgari announce John Opabola as 3rd Line Technical Support Head for EMEA

Solgari is pleased to announce the appointment of John Opabola as 3rd Line Technical Support Head for EMEA, a key leadership role within our customer support offering.

John joins Solgari with over 20 years of experience working in the IT and Cybersecurity industry, across both in-house and consultancy roles covering Cybersecurity, Data Protection, Cloud solutions, Server and Network Infrastructure, Service Delivery, Network System Infrastructure and Customer Support. He is a respected and recognised expert in his field, holding a vast range of industry qualifications, certifications and awards, including the British Computer Society, Irish Computer Society, Microsoft, Cisco and the Data Management Institute.

Commenting on his appointment John said; “I’m really excited to join Solgari to support and grow our business in EMEA. Solgari has established itself as a true leader in business communications, introducing a cutting-edge solution that provides All-Channel communication and functionality integrated with Microsoft Dynamics 365.”

John Colgan, CEO at Solgari added; “I am pleased to welcome John to the rapidly growing Solgari team at such a crucial time for the business. John brings with him a wealth of experience in the IT industry and will play a central role in providing high-quality customer service.”

About Solgari:

Solgari is a Premium Tier Microsoft Business Applications ISV Connect Partner and part of the Microsoft Inner Circle for Business Applications. Solgari provides the All-Channel Communications Solution for Dynamics 365 and Power Platform, as well as the Solgari for Dynamics 365 Customer Voice Solution which delivers automated phone and SMS surveys.

Our solutions allow Dynamics 365 and Power Platform customers across Healthcare, Financial Services, Manufacturing, Retail, Real Estate and Non-Profit to address all business communications from customer care, contact tracing, sales, marketing, surveys, and automation, across all channels and functions removing the need for multiple telephony, contact center, recording and archiving, and carrier solutions. Solgari is an end-to-end global cloud communications solution requiring no hardware or software and in conjunction with our carrier and SMS capability, is available anywhere.

Solgari Contacts

John Colgan – CEO

john.colgan@solgari.com

John Opabola – 3rd Line Technical Support Head for EMEA

john.opabola@solgari.com

Connect on LinkedIn

Solgari announces the appointment of David McAllister as Lead Project Manager

[Dublin, Ireland – 10th September]

Solgari is delighted to announce the key leadership appointment of David McAllister as our Lead Project Manager, bringing new leadership to our onboarding team, and ensuring that Solgari customers are able to quickly use and benefit Solgari’s market-leading all-channel communication solution suite.

Originally from Scotland and now living in Ireland, David joins Solgari with a wealth of experience in the Cloud/SaaS industry, particularly concerning operations, project management and customer onboardings. David has worked in a variety of start-up and enterprise companies, developing a balanced and structured approach to deliver consistently.

Commenting on his appointment, David said “It is great to join the company at such an exciting time in their growth journey. Looking at where the company has come from and what the senior leadership have achieved so far was one of the deciding factors in choosing to become part of the team here. I am really looking forward to adding my own stamp and helping to support and grow the onboarding teams as we continue to scale even higher.”

John Colgan, Solgari CEO added “We are delighted with the appointment of David at such a pivotal stage in the businesses growth. David brings a clear vision of project management and onboarding as we continue to progress our products to the next level.”

About Solgari

Solgari is a Premium Tier Microsoft Business Applications ISV Connect Partner, and part of the Microsoft Inner Circle for Business Applications. Solgari provides the All-Channel Communications Solution for Dynamics 365 and Power Platform and the Solgari for Dynamics 365 Customer Voice Solution which delivers automated phone and SMS surveys as an additional service.

Our solutions allow Dynamics 365 and Power Platform customers across Healthcare, Financial Services, Manufacturing, Retail, Real Estate and Non-Profit to address all business communications from customer care, contact tracing, sales, marketing, surveys, and automation, across all channels and functions removing the need for multiple telephony, contact centre, recording and archiving, and carrier solutions. Solgari is an end-to-end global cloud communications solution requiring no hardware or software and in conjunction with our carrier and SMS capability, is available anywhere.

Solgari Contacts

david.mcallister@solgari.com

Follow David on LinkedIn 

Vincent.kelly@solgari.com

Follow Vincent on LinkedIn

Solgari announces the appointment of Sue Bridger as VP Sales & Alliances APAC

[Wellington – New Zealand, Dublin – Ireland – 13th August 2021] Solgari is pleased to announce the appointment of Sue Bridger as VP Sales & Alliances APAC, taking this key leadership position to manage and drive our high growth in partnership with Microsoft and our Dynamics 365 partners.

Sue is an outstanding software business development professional with more than 20 years of experience working in the Information and Communications Technology industry. Before joining Solgari, Sue was a Director at Unify Cloud LLC and previously spent over three years working as an Industry Solution Lead at Microsoft. In 2020, Sue incredibly won the Women in Technology ICT Shining Star award. This award recognises an established candidate with a strong record of achievement, acknowledging excellence in spearheading company initiatives and driving strategic change.  Sue joins Solgari with a focus on driving sales and growing key global partnerships across APAC as the demand for cloud business applications rapidly accelerates. Forrester is now forecasting 50%+ cloud penetration by 2023 within the Cloud Contact Center-as-a-Service space.

Commenting on her appointment, Sue said; “I’m delighted to join Solgari at such an exciting growth stage, leading our sales and partnerships growth plan priorities in Asia Pacific. Solgari has quickly established itself as a world leading ISV through its people, partnerships and unique All-Channel Business Communications Solution for Microsoft Dynamics 365, Power Platform and Teams.  Solgari is recognised by Microsoft through holding Premium Tier Business Applications ISV Connect partner status and membership of the elite Inner Circle for Business Applications 2021/22. This for me represents the ultimate stamp of quality, capability and consistency our partners and customers benefit from today due to adopting our All-Channel Business Communications Solution.”

John Colgan, CEO at Solgari added; “Myself and the rest of the board at Solgari are delighted to welcome Sue to the team at such an incredible time for the business. Sue’s proven leadership and track record will help us grow our network of regional partners and drive forward our co-sell capability with our Microsoft colleagues, ensuring that significant advancements are made within the Asian Pacific markets as we go through our next stage of revenue growth.”

About Solgari:

Solgari is a Premium Tier Microsoft Business Applications ISV Connect Partner and part of the Microsoft Inner Circle for Business Applications for two years running. Solgari provides the All-Channel Communications Solution for Dynamics 365, Power Platform and Teams, as well as the Solgari for Dynamics 365 Customer Voice Solution which delivers automated phone and SMS surveys.

Our solutions allow Dynamics 365 and Power Platform customers across Healthcare, Financial Services, Manufacturing, Retail, Real Estate and Non-Profit to address all business communications from customer care, contact tracing, sales, marketing, surveys, and automation, across all channels and functions removing the need for multiple telephony, contact center, recording and archiving, and carrier solutions. Solgari is an end-to-end global cloud communications solution requiring no hardware or software and in conjunction with our carrier and SMS capability, is available anywhere.

If you are interested in finding out more about Solgari customer outcomes, please review our applications on Microsoft AppSource.

All-Channel Solution for Dynamics 365.

Solgari for Dynamics 365 Customer Voice.

Solgari Contacts

John Colgan – CEO
john.colgan@solgari.com

Sue Bridger – VP Sales & Alliances APAC
sue.bridger@solgari.com