Digitisation is progressing continuously. In the digital age, customers have long been represented with a wide variety of devices on many new channels, whether in the B2B or B2C sector. Innumerable possibilities for new contact points (touchpoints) for customer interaction arise – and unfortunately often remain unused because the legacy systems in use do not support these channels. An established customer portal, combined with state-of-the-art technologies, can create strong customer loyalty. Gain advantages through customer portals, seize your chance and provide your customers with the much-cited “digital experience”.
Customer portals: Advantages and new opportunities
Everyone knows it from personal experience: In the last fifteen years, customer requirements and expectations of companies and their services have changed significantly. Customers now expect to be able to interact with companies and their services/products in a variety of different ways – whether it is via an app, by chat, or a web- and/or customer portal. Customers want to use the services offered anytime and anywhere. Although it may be something of an exaggeration, if such media offers don’t exist, then the company won’t exist either. Asked straight out: Would you use a service that is not available via app, web app or browser – a ticket service, a shop of your choice or whatever else? That’s a rhetorical question, it isn’t necessary to answer.
The aforementioned methods for providing customer interaction can be implemented quickly via a customer portal. The following customer portal advantages are evident at first glance:
- Time saving for customers: Services can be used anytime and anywhere
- Generate added turnover: Use up- and cross-selling potential via the customer portal
- Stronger customer loyalty: Customized measures for customer care
- Monitoring the customer’s points of contact and interactions with the company leads to a constant optimization of its services
- Stay competitive: Are your competitors already using customer portals?
What is the “magic” of a customer portal?
One of the key advantages of a customer portal is in the deft combination of tried-and-tested, mature technologies with more recent technologies. That means: Customer portals are among the solutions that can be expanded on a flexible basis. Whether it is a native app, chatbot or web portal. When realizing your portal, you aren’t bound by any particular technologies. The strengths of a customer portal are particularly clear when looking to the future. After all, who can tell what customers and users will want in two years’ time – but with a customer portal solution that uses the right kind of standardized technology, you can turn these future aspirations into reality.
What is a customer portal?
A portal solution can be described as a bidirectional interface between customers and companies. The communication between the two parties takes place via the portal on a direct and transparent basis, and in retrospect, in a comprehensible way.
Whatever the goal of the communication, the information which is exchanged remains coherent and comprehensible to all of the parties involved. It can be text, images, documents etc. Communication via portals can therefore be understood as being business transactions. This makes customer portals the ideal starting point for designing and monitoring the contact points (touchpoints) along the customer journey.
Customer portals – often used technologies
It goes without saying that a customer portal solution can also be provided as a Progressive Web App (PWA) which customers download from the Internet. Even more is possible, however: Enhanced with key additional functions that the customer portal solution doesn’t offer as a website itself, there is nothing to stop it from being distributed via the large app stores.
Creating customer portals – we have the success stories
Our customers have been relying on the flexibility of customer portals for a considerable amount of time. In fact, we are able to refer to two examples who use the EASY ApiOmat to provide their customers with a forward-looking and effective user experience: the Landesbank Baden-Württemberg (LBBW) and the Betriebskrankenkasse Linde (BKK Linde). Both organizations were and are aware of the fact that user expectations have changed – and will continue to change. They wanted a flexible solution, so creating a customer portal was the obvious step. Are you interested in learning more about the topic “customer portals”? Then take a look at our whitepaper.