Digitaler Mittelstand – erster Schritt Servicekommunikation

Der „digitale Kunde“ erwartet hohe Verfügbarkeit und schnelle Reaktion.

Die Ansprüche der Kunden an die Servicekommunikation mittelständischer Unternehmen haben sich in den letzten Jahren deutlich verändert. Das Internet hat sich als Kommunikations- und Interaktionskanal etabliert und erwartet werden eine permanente Verfügbarkeit von Informationen, die direkte Reaktion auf Serviceanfragen und die Möglichkeit, Transaktionen selbständig auszuführen. Die Qualität und die Effizienz des Service sind zu einem erfolgskritischen Faktor geworden.

Neueren Studien zufolge zählen gerade kleinere Mittelständler derzeit noch zu den Digitalisierungs-Nachzüglern. Als Begründung wird häufig angeführt, dass sie grundsätzlich weniger Ansatzpunkte bieten. Ein Bereich, für den dies sicherlich nicht zutrifft, ist die Servicekommunikation. Auch für kleinere Betriebe ist es sinnhaft und durchführbar, sich digital auf die Wünsche und Anforderungen der Kunden einzustellen und ihre Prozesse rund um den Kundenkontakt anzupassen.

Revival der Kundenportale

Ein erster möglicher Schritt für kleinere Betriebe sind digitale Kundenportale, die unter den veränderten Serviceansprüchen aktuell ein Revival erleben. Auf verschiedene Servicelevels ausgerichtet zielen sie auf passgenauen Support. Grundlage sollte stets eine kundenfreundliche Dialoggestaltung sein, die Servicemitarbeiter bei der Kundenbetreuung unterstützt. Elemente wie telefonischer Kontakt, Live-Chat oder auch Videoberatung und Co-Browsing bilden den dialogorientierten Kern. Online-Trainings, Handbücher, häufige Fragen & Antworten oder ein  Ersatzteil-Shop verlagern wissens- und prozessspezifische Serviceangebote ins Internet. Eine erhebliche Optimierung und Entlastung bieten Self-Service-Portale. Gelingt es, Kunden auf diesem Level abzuholen, verringern sich telefonische und elektronische Nachfragen und damit verbundene Folgetätigkeiten. Wenn auf diesem Wege dann auch noch Prozesse, wie die Erstellung von Angeboten oder die Vertragsgestaltung, durchgeführt werden, entfallen Medienbrüche und die Kosten für den Druck und Versand von Dokumenten werden reduziert. Dadurch können Betriebe ihre Kostenstrukturen erheblich optimieren und ihr Personal entlasten.

Große Konzerne sind, wie jüngst der Wirbel um die die O2-Kundenkommunikation zeigt, nicht immer das Maß aller Dinge. Vielerorts scheint immer noch die Form des analogen “Einbahnstraßen”-Formates vorherrschend zu sein, bei dem Unternehmen zwar Botschaften an die Kunden senden, den unmittelbaren Dialog und Auseinandersetzung mit Problemen aber meiden. Daher sollten auch immer Social Media in den digitalen Service eingebunden werden. Service-Anfragen werden auch dort abgesetzt, wo der Kunde als Erstes “aufschlägt” – wo gerade noch der Facebook-Beitrag geliked wurde, steht im nächsten Moment die Produkt- oder Service-Beschwerde.

Einbindung aller Servicekontakte

Diese positiven wie auch negativen Feedbacks als Chance und Auslöser für neue Kommunikationsansätze zu nutzen, ist für jeden Betrieb eine Herausforderung. Meist sind es Fachleute in Marketing, Vertrieb aber auch in der Produktion, die für die Gestaltung der Servicekommunikation verantwortlich sind. Für den Erfolg ist es entscheidend, dass die Infrastruktur über verschiedene Abteilungen hinweg konsolidiert wird. Kunden wollen nicht mit unterschiedlichen Fachbereichen und Standorten reden, wenn sie dem Anbieter ein Anliegen mitteilen möchten. Sie erwarten, ihr Problem im Kundenportal lösen zu können – und das möglichst umgehend. Wenn ein Portalprojekt erfolgreich werden soll, braucht es eine übergreifende Strategie über Fachbereichsgrenzen hinweg.

Digitaler Mittelstand – erster Schritt Servicekommunikation
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