Imagine if your customer support team could be made aware of which clients require assistance before they even attempt to contact you. In many ways this is the holy grail of customer service, being able to offer timely assistance without them having to queue up via live chat or telephone. In our experience, this kind of personalised service greatly increases customer loyalty and engagement. Executed correctly, it can create a sense of being looked after that can only inspire greater confidence in your services.
Proactive Vs Reactive Support
Most customer support is offered reactively. A customer browses your website or attempts to perform an action in the client area, if they experience any trouble they will then attempt to contact your support team and await for a response. A proactive approach attempts to anticipate whatever stumbling blocks your customers may be experiencing and addresses them before the customer gets stuck and has to ask for help. This alleviates the frustration of clients not getting what they want, and also reduces the waiting times required in order to have their questions answered.
FAQs, Getting Started sections, and helpful pop-up windows all fall into the category of proactive customer support. However, these require your clients to do the work for you. Most of your customers will need their hands held at some stage of their relationship with your business. Not only does this proactive support, or Dynamic Customer Engagement (DCE) as it’s now known, lead to increased brand loyalty, when implemented correctly it also reduces the amount of incoming calls, leading to happier customers and unharried call centre teams.
It’s Bigger than CS
More than just smoothing the journey new arrivals have through your website and trading platforms, proactive communication strategies are also valuable for customer retention and sales teams as they allow them to make the most of their time. Rather than blindly calling through lists and hoping for the best, priority lists detailing which customers to call next and why allow them to do their jobs more effectively and with a higher chance of success.
One of the messages that we’re constantly trying to get across to our clients in the industry, is that brokerages generate an enormous amount of actionable data, which is not being properly harnessed in most cases. Making the most of the data you have at your disposal is crucial to your competitiveness and can pay dividends over time. In an increasingly crowded marketplace, the intelligent use of your data can be a cost-effective way for your customer support, sales and retention teams to gain an edge.
Next Call AI
At PandaTS we maintain very close relationships with our brokerage clients. As a result, we’re always hearing about their pain points and trying to find technological ways to alleviate them. Our most recent endeavour is designed for teams that want to deal with problems before they arise, and to call leads or existing clients when they’re most receptive. We’ve named it Next Call AI, it’s a CRM module that brings targeted, data-driven, proactive support to our brokerage clients.
Next Call AI uses real time client activity data to make high probability calculations as to what your clients may require assistance with. It then ranks this information and provides your teams with a list of top priority clients to contact, as well as a breakdown of the issues they’re likely to be having. Currently, the algorithm is configured to pay attention to the following event triggers: client online, registration, balance below X, client in deposit page, deposit rejected, card declined, successful deposit, withdrawal request, withdrawal approval, uploaded document, stop loss hit, take profit hit, as well as a host of scheduled events that can be set by your teams, such as routine follow-up calls.
As you can tell from the types of event triggers the system is alert to, there’s more than enough there to keep your customer support, sales and retention teams occupied. Timely contact from the relevant department when an event is triggered can speed up registration, verification, first deposit, repeat deposits and can even prevent inactive clients from dropping off.
Now to the question that some of you may be asking, about how this kind of proactive service will be received by your clients. Will it be seen as being over the top? There is growing evidence to support that customers are happy to receive proactive customer service, particularly when that support is related to the resolution of an issue. Furthermore, a recent Gartner survey found that only 13% of its respondents have received any kind of proactive customer service in the past. This means that working out and deploying your own strategy today will place you solidly ahead of the pack.
If you’d like to discuss this or any other proactive customer support strategy with us, please don’t hesitate to contact one of our support team. They’ll be delighted to help.
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