It’s undeniable that the UK high street is struggling. We’ve already lost the likes of Toys ‘R’ Us and JJB Sports, while established British brands like Mothercare, New Look, and even Marks and Spencer, are closing masses of stores in an attempt to stay afloat. In this piece for RetailTechNews, David Chase, solutions marketing manager, 8x8, explains that, in such harsh and competitive conditions, every customer counts. The challenge is, with so much choice out there, retaining customers is no simple feat.

Retailers face pressures from all sides, be it rising business rates, rents, or minimum wages. Meanwhile, online retail sales in the UK are soaring above any other country, which means retailers have to align multiple customer service and sales channels, both offline and online.

So, what’s holding retailers back?

We know that retailers consider customer service as the fourth most important differentiator of customer loyalty. But customers’ expectations have changed; a business is much more than just its products. Consumers now want to feel part of a brand, especially Generation Z.

With this in mind, I’d argue there is little more detrimental to success than a poor customer experience. If consumers can’t identify with the brand, their loyalty is lost. And once lost, it’s incredibly hard to win back.

Customers are so often frustrated, whether it’s waiting on hold or being passed around from agent to agent, having to restart their query again each time. We’ve all been there, but it’s not easy for customer service agents; they don’t always have the tools to provide customers with the level of service which they quite rightly expect.

Within too many businesses, customer-service technology is not deployed fast enough in an integrated way. There are too many spot solutions, preventing a unified experience across the web, contact centre, and stores, making it impossible for agents to work efficiently. This is especially true if there is a lack of integration between key systems of record, meaning agents don’t have access to the information they need to solve queries efficiently.

Rise of the super humans

Communications solutions, powered by AI and machine learning, can supercharge customer service teams by allowing agents to be more focused and respond to calls more quickly.

These solutions overcome the challenge of delivering an efficient customer experience through multiple fragmented channels, bringing them all together under one roof, with one system of engagement. Different parts of the business are no longer siloed; instead, there’s a steady flow of customer information between departments. This means there’s access to all interactions, which is critical for AI and machine learning to work effectively.

With AI and machine learning enabling ‘intelligent call routing’, the caller can automatically be identified along with their reason for calling and be connected directly to the right expert to resolve their call at the first outreach. A VIP customer is routed to a dedicated agent or executive, while simplistic calls such as store location or opening hours get automated responses. In turn, customer service agents are able to focus on providing a higher level of customer experience.

AI can also automatically show a complete customer history by providing detailed information on previous interactions, all while the caller is on the line. Customers can pick up the conversation exactly where they left off, rather than having to restart their query each time they call on the phone or speak to another agent. Instead, with one system of intelligence, the business can handle each query quickly and efficiently to the delight (and sometimes surprise) of their customers.

By investing in one cloud communications platform, retailers can provide customers with an efficient and personalised experience, however the customers choose to get in contact. In such a competitive industry – especially in the run-up to Christmas – supercharging customer service with the right technology can be the differentiator that helps retail businesses not only survive, but thrive.