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Digital Customer Service

Transforming Customer Experience for an On-Screen World
Wileyerschienen am01.07.2021
Digital Customer Service is the new standard for creating a 5-star customer experience

As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer's own screen, even in situations where it is preferable to speak to an agent.

Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service-as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today's digital world.

Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), Digital Customer Service helps business leaders balance three critical priorities:
Creating an excellent experience for customers that increases customer loyalty and profitability
Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions
Moving quickly toward the goal of 'digital transformation'

We have discovered-in our research and our first-hand experience-that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once. Digital Customer Service provides the roadmap for how your company can get there. And when you do, who wins? EVERYONE.



RICK DELISI has been researching customer service and customer experience for the past two decades. He is the co-author of the bestselling book The Effortless Experience, and has written several pieces published in the Harvard Business Review. Prior to working in customer service he was a journalist, winning four Associated Press awards for outstanding feature reporting.

DAN MICHAELI is CEO and Co-Founder of Glia, the New York-based technology company that has become an industry leader in Digital Customer Service. The Glia platform helps businesses reinvent how they support customers in a digital world. He is an award-winning speaker who has been a contributor to numerous publications including Forbes.mehr
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BuchGebunden
EUR31,50
E-BookPDF2 - DRM Adobe / Adobe Ebook ReaderE-Book
EUR21,99
E-BookEPUB2 - DRM Adobe / EPUBE-Book
EUR21,99

Produkt

KlappentextDigital Customer Service is the new standard for creating a 5-star customer experience

As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer's own screen, even in situations where it is preferable to speak to an agent.

Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service-as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today's digital world.

Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), Digital Customer Service helps business leaders balance three critical priorities:
Creating an excellent experience for customers that increases customer loyalty and profitability
Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions
Moving quickly toward the goal of 'digital transformation'

We have discovered-in our research and our first-hand experience-that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once. Digital Customer Service provides the roadmap for how your company can get there. And when you do, who wins? EVERYONE.



RICK DELISI has been researching customer service and customer experience for the past two decades. He is the co-author of the bestselling book The Effortless Experience, and has written several pieces published in the Harvard Business Review. Prior to working in customer service he was a journalist, winning four Associated Press awards for outstanding feature reporting.

DAN MICHAELI is CEO and Co-Founder of Glia, the New York-based technology company that has become an industry leader in Digital Customer Service. The Glia platform helps businesses reinvent how they support customers in a digital world. He is an award-winning speaker who has been a contributor to numerous publications including Forbes.
Details
Weitere ISBN/GTIN9781119842064
ProduktartE-Book
EinbandartE-Book
FormatEPUB
Verlag
Erscheinungsjahr2021
Erscheinungsdatum01.07.2021
Seiten256 Seiten
SpracheEnglisch
Dateigrösse19551
Artikel-Nr.7861433
Rubriken
Genre9201

Inhalt/Kritik

Leseprobe

Preface: Now It's Our Turn

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Digital transformation is the ongoing integration of digital technology into all areas of the business and culture of a company.

This is the #1 priority for many CEOs and CIOs today. Almost all organizations recognize the need to fundamentally change how they operate and deliver value to customers. You can see examples of digital transformation reaching near full maturity in almost every area of a business:
Just about all forms of marketing are now digital marketing. Even offline tactics like print ads, billboards and direct mail primarily drive customers to digital properties.
In retail, there's almost no such thing as a commercial enterprise that doesn't include some element of e-commerce as well.
Most back-office functionality and analytics have now transformed to become entirely digital.

But one thing we've been seeing in our research - as a collective function, customer service has lagged behind many others on the priority list for digital transformation.

Sure, there have been across-the-board investments in self-service functionality for company websites and mobile apps. And yes, what's been happening across the industry - adding chat, video chat, email, text/SMS communication, social media interactions - has made service somewhat more digital.

But the differences still feel more iterative than transformative.

Here's the problem when it comes to service interactions: Not all problems can be solved entirely online, so it's impossible to imagine a world in which every issue and inquiry can be automated. But when customers get stuck in the middle of a digital journey, what do they do? They dial a phone number and are forced to start all over again from the beginning.

What just happened there? The customer was already authenticated in the website or app, and now they have to go through the process again. They've already indicated what their issue is while they were online, but that's all now been vaporized. They have to stop what they were already doing, find, then dial a number, push 1 for department, state their name and account number, push 3 for the category that addresses their problem - and only then do they finally reach a company rep, who asks them to start again at square one.

Live and digital service experiences are completely disconnected.

The fundamental issue here? We now live in an on-screen world. Current estimates are that during our lifetime, each of us will have spent a composite 40+ years staring at some screen or other.1 It's so obvious when you look at how people live their lives today.

But as digital as we humans have become - as natural as it is now for us to be on the internet all day, every day - how is it possible that according to estimates, companies in the US alone are still receiving over 1 billion inbound customer service phone calls every year?

There is now a way to transform the customer experience for an on-screen world. DCS (Digital Customer Service) changes interactions that used to occur on the phone into experiences that take place entirely on the customer's own screen.

With true digital transformation, companies are able to start interactions using whatever communication mode the customer chooses, then seamlessly transition from one mode to another with no additional effort. But because live conversations occur on screen instead of through a separate phone call, the experience is completely different.

Live and digital service experiences can no longer be disconnected.

Transforming to a DCS strategy creates three powerful enhancements:
Rich automated experiences that anticipate a customer's needs
Rich communication options easily accessible to customers from within the self-service journey they've already started online
Rich collaboration tools that immediately contextualize a customer's issue, guide them through the process - and in many cases, teach them how to do it themselves next time right on their own screen

Companies that are well along in this transformation are reporting that they are achieving three powerful outcomes:
Reduced cost to serve customers
A superior customer experience
Increased conversion rates

Digital Customer Service: Transforming Customer Experience for an On-Screen World is the roadmap for how you and your company can achieve these same goals - simultaneously.
WHAT'S HOLDING US BACK: THREE MYTHS

In this book, we'll challenge three commonly held myths about the digital transformation of customer service. These are the three primary obstacles that stand in the way of many leaders who are trying to push their organizations to rethink the way they serve customers in a digital world.

Based on the experiences of those companies that are now in the midst of this transformation, it is clear that these barriers are not as daunting - or even as true - as we in customer service had once believed.
MYTH #1: Digital Transformation of Customer Service Is All About Automation
This means removing the human touch and getting out of the business of interacting and talking (verbally, using spoken words!) with customers.
In fact, quite the opposite is true. Digital transformation of Customer Service is about using automation to empower your people to create an even more effective human touch.

REALITY: Digital transformation is not the end of voice communications with customers. It's about using automation to employ bots to do what bots do best, so that people can do what people do best - be human.
MYTH #2: Digital Transformation for Customer Service Means Companies Need to Be Active in Every Available Form of Communication
This means that companies must excel in chat, video chat, social, text/SMS, email, self-service, third-party apps, etc., on top of being great at phone communication.
What we've been learning is that the transformation isn't about adding more channels, it's about curating digital journeys. In today's world, many of the more complex customer service journeys require a combination of virtual and human interactions in order to reach full resolution. In a fully transformed customer service operation, the options needed for each customer's specific journey are deployed automatically once that customer has begun an online session.

REALITY: Digital transformation enables companies to learn from a customer's digital body language exactly what kind of digital experience this customer needs at this moment. Then the DCS platform offers each person a curated journey that seamlessly transitions them from one mode to another. (This wasn't possible, until now.)
MYTH #3: Making Customer Service Fully Digital Seems Like It Would Be Hard or Expensive
The companies that are going all-in on digital transformation are reporting it is easier and more efficient than they'd thought.
These companies are not giant brand names with giant budgets, nor are they digitally native organizations that built themselves with today's digital customers in mind. They are traditional companies that began their service operations decades ago using a primarily phone-based platform.

REALITY: Digital transformation is surprisingly not hard, and there's a rock-solid ROI business case to be made for why now is the time to take action.

When is it going to be our turn to transform? The answer is: Right now, if you choose.
WHY WE WROTE THIS BOOK

We've been studying the science of customer service for the past two decades, and what we've been learning and observing is VERY exciting:
Rick DeLisi has been researching the psychology of customer behavior and expectations in service for the past two decades, and is the co-author of the best-selling book The Effortless Experience.
Dan Michaeli has devoted his career to developing solutions that create world-class digital customer experiences for traditional non-digital-native organizations. He is the CEO of New York-based Glia, a leader in helping companies reinvent how they serve their customers.

We collaborated together to explore how technology and psychology can work in concert to help companies achieve true digital transformation of their customer experience.

If any part of your job includes responsibility over the interactions customers are having with your company every day - whether you are a C-suite executive, a leader in customer service, customer experience, marketing, sales, or digital operations - this book will be immediately helpful. We will arm you with new strategic ideas as well as practical things you can do to increase your confidence that you can achieve this transformation and reap the rewards...
mehr

Autor

RICK DELISI has been researching customer service and customer experience for the past two decades. He is the co-author of the bestselling book The Effortless Experience, and has written several pieces published in the Harvard Business Review. Prior to working in customer service he was a journalist, winning four Associated Press awards for outstanding feature reporting.

DAN MICHAELI is CEO and Co-Founder of Glia, the New York-based technology company that has become an industry leader in Digital Customer Service. The Glia platform helps businesses reinvent how they support customers in a digital world. He is an award-winning speaker who has been a contributor to numerous publications including Forbes.
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