The Cultural Shift Towards Digital Customer Service
by Paolo Fabrizio
Customers have become digital, using social and messaging apps to chat with friends, family and businesses. When it comes to getting support, they’re ‘fast and curious’ because they expect brands to deliver real-time solutions. That’s a demanding challenge for many companies – especially those who haven’t valued the role played by customer service in the past. That’s why if people want to deliver excellent customer experiences, they need to face a cultural shift within their business.
A Mindset Shift
Gone are the days of customer service as the ‘after-sales’ department. Today you need to be able to leverage digital conversations to get customer’s trust, thus build loyalty. That means taking actions in two directions:
- Empowering your customer service team – so that they will promptly get the information they need from other departments in order to give a final response/solution to the customer.
- Spreading customer service culture in every area of your organization.
You customer service culture needs to be based on clear values, shared and applied by each department. Even by those not having a customer facing function. Please consider that you will be able to achieve this goal only by getting executive buy-in.
Good news: smart brands leverage digital conversations to STAND OUT from their competitors. One of the keys to success is rewarding every single digital customer interaction, by taking care of them. Here’s an example you can learn from:
“If somebody spends 15 minutes of their time posting on our channel, we want to engage with them and reward them for talking about their love for our brand or one of our products as opposed to brushing it off or not even responding.” – Mike Disser, Social Media Customer Service Manager @ToyotaUSA.
To get further insights you can read the full case study here.
An Omni-Digital View on Customer Service
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