Regardless of industry, two main goals are driving operational change at the enterprise level – digital transformation and customer experience. But organizations that are investing in different technologies for specific channels aren’t achieving either goal. In fact, the custom-coding that typically powers channel apps are inadvertently building silos. This means customer information can’t move between channels, creating experiences that are inconsistent and inefficient.
Field Service technicians feel this frustration first-hand. To enable digital transformation while improving the customer experience, you need a field service app that works seamlessly with your enterprise data. An end-to-end approach empowers service technicians to deliver contextual customer service, plus drives marketing initiatives that add value and improve outcomes.
Field Service is not a cost center, it’s front-line customer service.
Field Service staff are on the front lines of customer engagement. They’re the greeting, the handshake, and the constant first impression for your organization on every service call, every time. But if your staff has to navigate multiple, siloed apps to perform different functions, without real-time access to a customer’s history, service will be inconsistent and incomplete. Your technicians will have no context of what the customer’s experience has been thus far with your business, and won’t be empowered to fully solve the customer’s problems – even after they’ve been given that context by the customer. Field service staff need to be able to see the big picture.
Great customer engagement happens when your field force has relevant data.
In the past, visibility into a customer’s history or other contextual data was limited due to bespoke, disjointed, stand-alone applications. Efforts to integrate with other enterprise systems or provide a “mobile version” to the field led to a bolt-on approach of functionality/data that made changing or upgrading the app a difficult and expensive proposition. Field reps didn’t have visibility into important information, such as product repair history, service contract, or product license expiration dates. And this lack of information created frustration for the customer (“I’ve already explained my problem to three different people at your company and you still don’t know my issue?”), not to mention the staff who showed up unaware of what the customer really needed or how to help them.
A streamlined, customer-centric experience will allow you to deliver on your brand promise.
A single end-to-end application that combines Customer Service/CRM, schedule & dispatch, a mobile app, and dashboard/reporting capabilities brings transparency and efficiency to your field service. It allows you to put your customer at the center of every interaction by using streamlined workflows and processes to manage the entire service lifecycle. Of course, the field staff’s ability to connect in real-time to your enterprise data, as well as work in full offline mode on their mobile device, means that regardless of connectivity, your staff will deliver the exceptional customer service that you and your customer expect.
A customer-centric experience also helps drive brand loyalty.
Beyond streamlining operations and driving down costs, an end-to-end customer lifecycle approach to Field Service can also help build your brand. Every service call becomes an opportunity to create positive customer engagement and build brand loyalty, as well as cross sell/upsell new products and services. Plus, by connecting with AI and decisioning tools, you can guide your service reps with the next best actions customized for your organization’s specific goals.
Having the data your staff needs to get the job done right the first time delivers a better customer experience and drives higher customer satisfaction – which should be the root of all of your service strategies.
ABOUT THE AUTHOR: Brian O’Hearne helps Pega’s prospects and clients develop mobile strategies that drive revenue, streamline operations, and address the varied needs of their employees and customers.