Customer service is a source of income for 60% of Spanish organizations

The international CRM company, Salesforce, has launched the fifth edition of the report State of Service. It reflects the opinions of more than 8,000 professionals from 36 countries, 300 from Spain. The study analyzes how the priorities, challenges, success metrics and strategies in the world of corporate customer service, while their customers prioritize digital in these turbulent times for the economy.

These are the main conclusions of the fifth edition of the Salesforce State of Service:

Automation and efficiency, priorities in the face of economic uncertainty

As inflation continues to escalate, customer service teams focus on new ways to measure your success and in technologies that promote productivity and efficiency. Meeting customer expectations for a quick resolution of their queries or incidents is one of the great objectives of customer service.

Thus, 78% of those surveyed confirmed that it is difficult to maintain a balance between resolution speed and quality of service. Hence, agents focus on automating processes and improving workflows.

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According to data from the report, the 63% of service organizations in Spain use process automation and workflows. According to professionals, saving time is the biggest benefit of automation, followed by connecting with other departments, reducing errors, and improving customer service.

The shift to digital customer service is accelerating

Customer migration to digital channels took off during the pandemic, and it shows no signs of slowing down. Although the phone and mail are still the most common methods, other options such as social channels, live chats or video assistance have gained momentum. In fact, video assistance is the one that has experienced the greatest increase. In Spain, 62% of the service organizations in our country offer video assistance and 56% offer live chat.

Improve the employee experience to increase retention

With high turnover rates in contact centers, companies with customer service are offering advantages such as remote work and better professional development opportunities. Customer Service teams in Spain experienced an average turnover rate of 16% over the past year, slightly below the global average of 19%.

Customer service expands beyond the contact center

Just a 35% of the participants stated work full time in an office. Field service, on-site service provided to customers in their homes or workplaces, has become a clear commitment for companies in all sectors. Thus, 82% of service organizations in Spain say that the field operation is essential to scale their business.

“Customer Service has become a strategic area within all this digital transformation in which companies are involved”, says Laura Abarquero, VP of service cloud, Salesforce Iberia. “Economic uncertainty leads customers and companies to reassess their priorities and investments, and it is increasingly important to work in two directions: on the one hand, efficient, scalable and fast processes that respond to what customers ask for and, on the other, to ensure that customers “come back”, working on their loyalty as a direct contribution to the generation of present and future income for the company. The technology stands as an enabler to scale the service, delivering the quality, speed and personalization that customers expect.”

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