Five benefits of having a virtual customer service representative

There’s no denying the transition in our society from “being served” to “serving ourselves.” Gone are the days of pulling into a gas station and having an attendant come out to pump your gas. These days, you don’t even have to enter the gas station; you can pay at the pump with a credit or debit card, never having to set foot inside. Virtual customer service representatives are becoming standard across several industries, and virtual assistants like Siri® have become a household name. According to CRM Buyer, approximately 10% of Fortune 1,000 companies have virtual representatives, including eBay®, H&R Block®, and Michelin®, and that number will likely continue to grow as Gen Y becomes a larger portion of the market.

Virtual customer service representatives automate communication with your members through your credit union’s website. These digital reps allow your members to get the information they need without having to reach out directly to your employees by phone or email. Virtual customer service representatives are programmed, or “taught,” to be experts that can assist your members with any need they may have, 24 hours a day, 7 days a week.

There are many ways that your credit union can benefit from providing your members with access to a virtual customer service representative, and to show you how, we have compiled five reasons why you should consider adding one to your team.

1.     Extend Your Hours of Operation

When you add a virtual customer service representative to your website, you are essentially adding a “super” employee to your team. A virtual representative can work 24/7, never takes a vacation, never gets sick, and is available on weekends and holidays. They are always available to answer your members’ questions, extending your credit union’s hours of operations well beyond traditional business hours of operations, without the added expense of hiring additional people.

2.     Decrease Employee Workload

It’s probably not uncommon for your employees to wear many “hats” as part of their day-to-day duties. When member satisfaction is a part of the fabric of your credit union, your employees are expected to go above and beyond, even stepping into roles that are not typically theirs or answering time-consuming questions that can easily be found on your website, taking them away from their primary responsibilities. A virtual representative can help members resolve minor issues themselves, freeing up time and resources for your employees to focus on cross-selling and more complex member needs.

3.     Accomplish Member Desire for Self-Service

Members today expect the ability to self-serve. This is, after all, the “Google Generation,” and consumers have grown accustomed to finding the answers to their questions on their own, at their convenience. According to a recent Forrester Report, “only 28% of online consumers in the US prefer to contact companies via telephone or e-mail rather than using a company’s website to get answers to their questions.” A virtual customer service representative gives your members the ability to seek answers to their questions and resolve issues quickly through your website, meeting their need for self-reliance.

4.     Enhance Your Website and Branding

The importance of an organization’s web presence has grown exponentially in the last decade and will continue to do so. Websites are becoming more interactive and user-friendly, and your credit union should strive to keep pace with the industry and your members’ online banking needs and expectations. Adding a virtual customer service representative to your credit union’s site gives you an opportunity to enhance your members’ online experience and your brand. A virtual assistant can be developed with the appearance, voice, and characteristics that you want associated with your credit union. Think of it as bringing your brand to life and making it more personable. Take Siri, for example. She is basically synonymous with Apple®—anytime someone hears her name or her distinguishable “voice,” they immediately associate it with the Apple brand. Your unique virtual representative could do the same for your credit union!

5.     Improve Customer Service    

Providing excellent customer service is key to the success of your credit union—and any business in any industry today. But, the fact of the matter is that no matter how much you train and professionally develop an employee, there are still going to be times when they wake up on the wrong side of the bed, feel under the weather, or are distracted by something going on outside of work—all of which affect the quality of service they provide to your members. With a virtual customer service representative, you don’t have to worry about such performance issues because they will never have an “off” day. They will treat every member equally, answer questions the same way every time, and consistently provide the high level of service you expect.

Adding a virtual customer service representative to your credit union’s website is a dynamic way to improve customer service and bring your brand to life, all while improving operational efficiency. A virtual representative is an innovative way to serve your members’ needs and make your credit union more competitive.