Consumers prefer a mix of AI and human interactions in Customer Service

Your customer community is a valuable resource. We talk to a brand Guuru about how customers support customers in modern-day customer service solutions.

There are a plethora of digital customer communities in 2020: online review platforms, brand-focused forums and product-related social media communities. It’s never been easier for customers to rely on each other for accurate infor mation on specific brands or pr oducts.

While you cannot control the organic online process of knowledge-sharing between your customers, you can tap into it as a business.

Innovative customer interaction platforms now enable customers to support each other within the context of company live chat applications. When your customer service department is offline or exhausted, knowledgeable customers can step in as supplementary service agents for fair compensation.

Loyal customers are often online after hours and they have comprehensive knowledge about product use, product ranges and ordering processes. They do not require extensive training and intuitively understand what kind of support other customers are looking for.

In this post, we talk to Thomas K. *, a customer who has been an on-demand service agent since 2017. He has worked for multiple companies, including BRACK.ch.

Thomas shares his experience with the qualification process – the quality of service rooted in a company’s customer community – and why people are lining up to become brand Guurus.

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Our interview with brand Guuru, Thomas

How did you become a Guuru?

To be honest, at first, I was a bit skeptical. I remember thinking, if they really transfer money to my account, then I know they are for real. So, I downloaded the app, made a profile and got started. The first real aha moment was when I received compensation after that first month.

Our interview with brand Guuru, Thomas

How did you become a Guuru?

To be honest, at first, I was a bit skeptical. I remember thinking, if they really transfer money to my account, then I know they are for real. So, I downloaded the app, made a profile and got started. The first real aha moment was when I received compensation after that first month.

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What is a guuru?

A Guuru is a term used exclusively on the loyal customer community interaction platform, GUURU. It describes a loyal customer who has qualified as a service agent for a specific company. Learn more.

How do you feel about being a Guuru?

I like it, because it’s a good additional job for which I don’t have to work in a bar or something. I don’t need to work for six hours and I can do it from wherever I am, whenever I want to. When I have more time, I can do more. When I have less time, I can do less. So, it’s very flexible and that’s exactly what I like.

How does the GUURU platform work?

When a customer makes an enquiry on a live chat platform, and a customer service department is unable to handle it, the question is rooted to the next available Guuru. Guurus receive notifications of incoming chats on desktop or mobile applications. They can choose whether or not to take them. Learn more.

How much time do you spend on customer community support chats?

That depends on how much time I am willing to invest that day. Some days it’s 20 chats other days it’s 3 chats. So it depends. On weekends I invest more time into it.

In one group I’m in, for a specific company, there is a lot of traffic during the afternoon – when people have their lunch breaks. I can use my lunchtime to help these people with their problems. People often order stuff and shop online during this time.

Do you feel your relationship with the brands you work for has changed in any way?

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Yes, absolutely. I order more from these companies, especially BRACK.ch. I use a lot of their products. Yes, their product range is huge, but now I also use it for day-to-day products – for diapers or things like that.

I have come to know their project range much better, because there are lots of questions like, “Do you have this or that?” Now I am very familiar with the product line and I know what I can get there.

When you’re shopping online and you have a question about a specific product, would you prefer interacting with a Guuru or a regular customer service agent?

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As a Guuru, I am not responsible for sales. My goal is to make the customers happy. I don’t have to suggest the most expensive product in the category; I can suggest the most suitable product for the specific person. Having an independent person support you is really helpful.

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