A great after-sales experience is essential. Not only do customers want to ensure that the product or service they've just purchased works as expected, but they also want the company they bought from to be there to answer questions or help them with any problems.Symantec Corporation and Corel are two companies that have put a great deal of effort into improving their customer service. In fact, the two businesses are among the winners of the 2012 Gartner & 1to1 Media CRM Excellence Awards. They were both honored in the customer service category.
The two organizations took an inward look at their customer service and pinpointed ways to improve, creating a positive impact not only on their customers, but also on the companies themselves. Gold winner Symantec reengineered its service portals, integrating multiple channels and simplifying support processes, thus improving its customer experience. Corel, which won silver, integrated its multichannel customer data to improve customer service, which also helped to increase revenue from the profit-generating customer support organization.
Both companies recognize the importance of using customer data to improve service. Symantec pinpointed the main reasons companies were contacting the corporation, allowing executives to make changes that resolved those issues--reducing inbound contacts as a result. Corel's efforts to integrate customer data provides agents with a holistic picture of their customers, allowing them to better address clients' needs.
Both companies have seen impressive results. For example, Symantec increased its customer satisfaction rate to more than 90 percent; Corel improved NPS by 50 percent. Additionally, by enhancing its online self-service Symantec decreased service request call volumes by 30 percent. Corel's self-service website reduced incoming calls by 16 percent, which in turn reduced call wait times by 59 percent.