Customer Service in the Digital Age
Customer Service is defined as "the assistance provided by a company to those people who buy or use its products or services.". In the digital age we live in Customer Service goes much beyond how we greet and serve our customers. It also includes how and where we serve them.
1. Go to your customer
No longer do customers have to come to you to buy a product or a service, technology enables us to go to the customer and provide them with the product or service they require. At the very least, its important to have a good technology platform both on the web and mobile where customers can get their service or product at the click of a button.
2. Provide services in a predictable standardized manner
From the colors used on the website/app to the navigation to each service, its important to be standardized and at the same time the company needs to be very predictable in how the service is delivered. This is where automation plays a big part, reducing human intervention in the processes to deliver a service increases the predictability of the service. This in turn improves customer service.
2. Understanding and predicting your customer
It is possible with technology to understand and predict your customer through Machine Learning and Artificial Intelligence. The more they interact with your technology platform, the more you understand about their needs. The more you align with your customers needs, this way you can serve them better by giving your customers what they need.
3. Serving them on the platform they already are on
Expecting customers to download an app or visit a website may not be soon the preferred way of reaching them. They will expect to get their service through their Alexa or Siri interfaces. They would want to talk and be able to get the answers they are looking for, book the service or order for something. It is important to make it easier for customers to reach you through the apps of their choice in order to provide them superior customer service.
Not adapting to the digital age to serve customers better might result in the following. Hope it never comes true for any organization.