With the ambition to become the Top 3 in the region in terms of national competitiveness, the Government of Vietnam has encouraged businesses of all fields to start the digital transformation process in the National Digital Transformation Program.
Covid-19 is a push to accelerate digital transformation. According to a report by the World Bank in November 2020 – the impact of Covid-19 on companies in Vietnam, up to 59% of businesses have started looking for digital platforms. Even so, only 12% of them actually invest in digital solutions. This proves that the digital transformation journey is still in its infancy, interrupted at the stage of deploying online channels.
New Infobip Report – A Year of Disruption: Adapting to increasingly complex changes in the customer service industry based on a recent Infobip cloud communication platform survey of professionals in the customer service industry also give similar results. Accordingly, 45.5% of respondents shared that one of the difficulties they face is the lack of support from digital tools.
According to the same Infobip report, out of all the respondents to the survey, 54% said the surge in support requests was the biggest challenge over the past year.
According to Pham Gia Dan, Business Development Manager of Infobip Vietnam, to provide a seamless customer experience, businesses should go deeper into the digital transformation journey by automating and personalizing the customer experience, providing the best customer experience and ensuring information security.
Firstly, automation uses chatbots. When moving to online services is a trend, customer service specialists face a sudden increase in support requests. By integrating chatbots on customers’ favorite channels such as WhatsApp, Messenger, Viber, etc., customer service specialists can handle requests more quickly and efficiently. This digital solution allows access to chat history to ensure a seamless transition from chatbot to customer service agent and customers do not have to repeat their problems.
Second, take care of customers on their favorite channel. There are many forms of customer experience personalization, in which channel personalization plays an important role because customers expect to interact on their preferred channels. To be able to meet the needs and habits of using different platforms of each user group and individual without causing difficulties for the customer care team, the application of a multi-channel approach (omnichannel) will become an essential trend for businesses.
 Automate the use of chat bots |
Third, provide customer service that brings satisfaction. This can be achieved through an easy and convenient shopping experience. Notifying customers of order status in a timely manner, communicating with customers through their preferred channels, and delivering personalized messages are things businesses should focus on to increase customer retention and their loyalty.
Fourth, protect the interests of customers. Online transactions with customers are increasing, leading to concerns about security. The Retailer’s Lessons from the Customer’s Digital Experience report found that 20% of those surveyed would abandon a purchase if they felt unsafe. They can even request to be connected to a customer service agent instead of the chatbot. This goes against the original goal of automating several stages of the customer journey to deal with a large number of support requests while helping customer service be more productive and efficient.
By using secure protocols such as two-factor authentication sent over the channels preferred by the customer, customers can authenticate using a unique pin code and feel safe about information security. In the long term, this can increase customer retention and build loyalty.
