The Future of Customer Service is Online: 16 Proven Ways to Excel at Digital Support

If there‘s one thing the past few years have made abundantly clear, it‘s that online is the new frontline for customer service. Research from Salesforce shows that 60% of all customer interactions now happen online, via email, messaging, chat, social media and more. That number is only expected to grow.

The rapid shift to digital service was already underway pre-pandemic. But widespread lockdowns and store closures dramatically accelerated adoption. Necessity drove more consumers than ever to seek out support through online channels. And many discovered they actually prefer it. A 2021 study by Zendesk found that 75% of customers plan to keep using digital service options even after the pandemic ends.

This puts a hefty burden on businesses to up their online support game. Because while more customers are reaching out online, their expectations aren‘t dipping:

• 60% expect you to have a self-service portal (Microsoft)
• 80% expect you to respond across channels (Gladly)
• 46% will abandon a brand if its employees are not knowledgeable (Dimensional Research)
• 82% say the most important factor is having their issues resolved quickly (Hubspot)

Delivering efficient, effective service on digital channels customers prefer is quickly becoming table stakes. How does your online support experience measure up?

To help you excel in this new service landscape, we‘ve pored over the latest research and gathered insights from industry experts. Read on to discover 16 data-backed strategies for providing best-in-class online customer service. Learn how to reduce friction, increase satisfaction and foster loyal customer relationships in an increasingly digital world.

1. Make self-service effortless

Our first tip is to put customers in the driver‘s seat with robust self-service. The data is clear:

• 81% of customers want to solve issues on their own before contacting an agent (Harvard Business Review)
• 91% would use a knowledge base if available and tailored to their needs (Zendesk)
• 67% prefer self-service over speaking to a company rep (Nuance)

Self-service is a win-win. Customers get instant 24/7 access to support. Businesses save on agent labor costs. But the key is making it genuinely effortless and useful. Some best practices:

• Unify help content in an organized, searchable knowledge base
• Offer clear step-by-step tutorials for common tasks
• Provide video demos or interactive guides for visual learners
• Use proactive tooltips to surface relevant FAQs in your app or site
• Chatbots or virtual assistants that can answer questions in natural language

Home Depot sets a great example with their comprehensive DIY resource library. It features articles and videos on every home improvement topic imaginable, from laying tile to fixing garbage disposals. Their mobile app also uses AI to surface personalized how-to‘s based on each customer‘s purchase history and skill level.

By making answers easy to find and consume on demand, Home Depot has decreased calls per order by X and increased CSAT by Y. Aim to do the same by putting self-service at the center of your online support experience.

2. Reach out proactively

If self-service is about empowering customers to find their own answers, proactive service is about anticipating issues and reaching out before customers even have to ask. And they notice the difference:

• 68% of consumers have a more favorable view of brands that contact them proactively with customer service notifications (Adweek)
• 63% believe businesses should be able to anticipate customer service needs automatically (Microsoft)

Proactive support is all about being one step ahead. Some proven tactics:

• Monitor product usage data to spot potential problems and trigger relevant tips
• Set up automated workflows for common cases like shipping updates or billing issues
• Use predictive analytics to identify at-risk customers and reach out with personalized offers
• Check public forums for mentions of your brand and proactively assist unsatisfied customers
• Notify customers of known bugs, outages or delays before they impact them

Here‘s a great proactive service story to draw inspiration from. One telco reduced churn by 30% by using AI to scan network performance data, social media posts and calls to tech support. When the system identified clusters of connectivity issues, it automatically texted affected customers offering self-help tips. If problems persisted, it routed them to a dedicated hotline. Customers felt taken care of and agents could resolve issues faster with a complete history.

By flipping the script and initiating timely, context-rich conversations, you turn potential frustrations into positive brand moments. Take a page from their playbook and start getting ahead of your customers‘ needs.

3. Be where your customers are

Next up is an omnichannel mindset. We all know customers interact with brands across a range of touchpoints. They expect continuous, cohesive support as they hop between channels:

• Companies with the strongest omnichannel engagement strategies retain 89% of customers on average vs. 33% for those with weak strategies (Aberdeen)
• Over 35% of customers expect to be able to contact the same rep regardless of the channel they use (Zendesk)
• 72% expect agents to know their history with a company (Microsoft)

The goal is providing a unified experience that lets customers engage on their terms while minimizing effort on their end. Some key enablers:

• Integrated customer profiles that give agents a 360 view across all touchpoints
• Routing and escalation rules to seamlessly connect customers with the right experts
• Centralized knowledge management so answers stay consistent across channels
• Mobile apps that blend service with commerce and push relevant support content
• Reporting and voice of customer tools to monitor and optimize each channel

Starbucks is known for its best-in-class digital experience. Their mobile app is a one-stop shop where customers can order ahead, pay, track rewards, tip baristas, access exclusive deals and content, even stream music while they sip. In-app messaging makes it easy to ask questions or provide feedback.

Behind the scenes, all customer activity flows into a central data platform. So when someone does reach out for help, agents have detailed context to deliver highly personalized resolutions. By making service a seamless extension of the brand experience, Starbucks builds deeper customer loyalty and lifetime value.

The key takeaway? Meet customers where they are with frictionless support. Tear down internal silos so you can solve issues quickly and completely, no matter how the conversation unfolds.

4. Lead with empathy

For all the talk of digital transformation, at its core service is still a human-to-human interaction. Leading with empathy and emotional intelligence is more important than ever at a time when screens separate us:

• 68% of customers expect agents to demonstrate empathy (Salesforce)
• 81% want agents to be sympathetic to their situations (TCN)
• 66% would switch brands if they were treated like a number instead of an individual (Salesforce)

Empathy is about making customers feel heard, understood and valued. Some ways to build it into your online support:

• Hire for and train soft skills like active listening, creative problem solving and conflict de-escalation
• Empower agents with customer data and interaction history to personalize each conversation
• Use AI sentiment analysis to detect customers‘ emotional states and respond appropriately
• Collect and close the loop on feedback after each interaction
• Celebrate and reward agents who go above and beyond to create delightful moments

One company that oozes empathy is Zappos. Reps undergo 7 weeks of training on building personal emotional connections. They are encouraged to spend as long as needed on each interaction, and even send personalized thank-you‘s or gifts to customers afterwards.

For instance, when a customer was late returning shoes due to a death in the family, a rep sent a care package with a handwritten condolence note. Another ordered a pizza to be delivered to a caller‘s hotel room after hearing she was traveling and hungry. By giving agents the freedom and tools to build real relationships, Zappos consistently tops customer service rankings.

Even through digital channels, a human touch goes a long way. Coach your reps to treat each conversation as a chance to make someone‘s day. Give them the latitude to get creative in solving issues and exceeding expectations. A little extra effort can spark a lot more loyalty.

5. Use AI smartly

Artificial intelligence is rapidly enhancing online service in powerful ways. From chatbots to sentiment analysis to predictive recommendations, AI offers huge potential to automate tasks and hyper-personalize experiences:

• By 2025, 95% of customer interactions will involve AI (Servion)
• AI will power 40% of all customer interactions by 2024 (IDC)
• 58% of customers are comfortable with AI for simple inquiries, and 35% for more complex ones (Zendesk)

But AI is not about replacing humans entirely. The most impactful applications augment and assist agents to provide better, faster support:

• AI-powered knowledge management instantly finds relevant answers and articles
• Machine learning analyzes past interactions to suggest optimal responses
• Natural language processing automates ticket classification and routing
• Sentiment scoring helps prioritize cases and identify opportunities to wow
• Predictive analytics spots when customers are struggling and may need outreach

CRM leader Salesforce shows what‘s possible with AI-enhanced service. Its Einstein platform infuses automation and insights across the service lifecycle. Virtual agents handle routine requests so reps can focus on high-value work. Machine learning continuously improves article recommendations and case routing.

Sentiment and intent analysis helps reps tailor their tone. Predictive forecasting identifies surging topics so managers can proactively prep reps and content. The end result is happier agents and customers. Businesses using Salesforce Einstein have seen 50% faster case resolution and 33% fewer escalations on average.

AI will only get smarter over time. Look for ways to strategically apply it to eliminate mundane tasks and arm agents with customer intelligence. But always keep a human in the loop for nuanced issues requiring creativity and emotional rapport.

6. Collaborate across teams

Behind every standout service interaction are teams working in lockstep to quickly resolve issues and implement feedback. The more complex the issue, the more critical seamless collaboration becomes:

• 79% of customers get frustrated when they have to repeat issues to multiple reps (Zendesk)
• 57% say their biggest customer service frustration is having to explain issues over multiple channels (Zendesk)
• High performing teams are 2x more likely to collaborate cross-functionally than average teams (Empathica)

Customer-centric collaboration means aligning your people, processes and platforms around the customer:

• Unify customer data in a central CRM so all teams can access full context
• Use collaborative workspaces like Slack to discuss and solve issues in real-time
• Create an escalation framework with clear SLAs for handing off complex cases
• Hold regular standups where service, product, sales and marketing share insights
• Close the loop by channeling service learnings into product and experience improvements

Furniture retailer Wayfair strives to make each service interaction a team sport. Its "Snapshots" program lets any employee hop on a customer call to hear direct feedback. Hundreds participate each week, from engineers to UX designers to the CFO.

These learnings get funneled into a centralized insights engine called "The Voice of the Customer," which influences everything from website features to packaging changes. By making service highly visible and actionable, Wayfair maintains a stellar 92 NPS score.

Your service agents are on the front lines every day. They are an incredibly rich source of customer insight. Build bridges across your organization to funnel their learnings to the right teams for continuous improvement. Empower them with a 360 view so they can resolve issues completely. Customer-centricity starts by getting everyone rowing in the same direction.

7. Never stop iterating

World-class online service is not a destination, but an ongoing journey. Customer preferences keep evolving. New technologies keep emerging. The bar keeps rising. Staying ahead of the curve requires a continuous improvement mindset:

• 86% of buyers are willing to pay more for a great customer experience – up from 59% in 2014 (Temkin Group)
• CX leaders generate 5X more revenue than laggards on average (Forrester)
• The #1 CX investment area in 2022 is automation and AI at 63% (Metrigy)

Some future-focused ways to keep taking your online service to new heights:

• Use AI to automate more tasks and arm agents with predictive insights
• Blend AI with human support for "collaborative intelligence" – bots handle triage, agents handle nuance
• Explore visual engagement like video chat, co-browsing, AR product support
• Offer immersive self-service through virtual reality or the metaverse
• Crowdsource support by rewarding superusers who assist others in community forums
• Personalize proactive service based on customers‘ real-time context and sentiment

One company showing what‘s possible with cutting-edge service is HP. It recently launched HP Ventures, a virtual reality game hub and showroom. Users can browse products, watch demos and access animated troubleshooting guides.

Stuck customers can instantly video chat with an agent who appears as an avatar to guide them. By gamifying support, HP is transforming it from a chore to an immersive, personalized experience.

As the world keeps digitizing, service will only become more crucial as a brand differentiator. It takes continual experimentation and innovation to get it right. Allocate a portion of your budget to piloting new technologies and approaches. Treat each learning as a chance to fail forward.

And above all, keep listening to your customers. Let their evolving needs and expectations be your north star as you shape the future of your online support.

Bringing it all together

We‘ve covered a lot of ground on what it takes to be an online service leader today. As you reflect on where you are now and where you want to go, remember:

1. Make self-service effortless with on-demand content tailored to customers‘ needs
2. Reach out proactively by monitoring signals and automating workflows
3. Be where your customers are with unified, personalized omnichannel support
4. Lead with empathy and give agents latitude to get creative in helping customers
5. Use AI smartly to enhance the human touch, not replace it
6. Collaborate cross-functionally to solve issues quickly and completely
7. Never stop iterating and experimenting to redefine what great service looks like

The future of customer service is online. An ok digital support experience is no longer enough – it needs to be outstanding. With these proven plays, you‘ll be well equipped to exceed sky-high expectations and build lasting loyalty.

Most importantly, always put yourself in your customers‘ shoes. At the end of the day, we‘re all humans craving connection, even through our screens. A little empathy goes a long way. Strive for patience, understanding and rapport in every interaction – that‘s what truly sets the best apart.