Kunden-Service in einer digitalen Welt

Kommunikationsverhalten: Das Tempo, in dem sich die Kommunikation in Unternehmen und der Dialog mit dem Kunden heute verändert, nimmt weiter zu. Treiber sind die steigende Nutzung des mobilen Internets, digitale Communities, leistungsfähige Netze, neue Anwendungen und Endgeräte. Unter diesen Aspekten beleuchtet der Kongress Digital Touch die Innovationen rund um die Kundenkontaktpunkte von Augmented Reality bis zu E-Payment. Als Key-Note-Speaker ist unter anderem Bill Price zu hören, bekannt als Buchautor und revolutionärer Gestalter der Services von Amazon, heute President von  Driva Solutions USA. In seinem Gastbeitrag schreibt er darüber, was Kunden-Service in einer digitalen Welt bedeutet und wie Unternehmen auf die neuen Herausforderungen reagieren müssen:

Customer Support in the Digital World

Everywhere you turn, it’s digital – digital cameras, digital storage, even “digital blasphemy 3D wallpaper”! (Digital Blasphemy web site, viewed 20.09.2011)  94 percent of the world’s stored data is now digital – those bits and bytes that contain all our purchases, interests, searches, and much, much more!

While “going digital”, from content to storage to presentation, has enabled our lives to be far simpler and businesses to run more smoothly, we are still human and crave “personal touches”, and want to be recognized and appreciated as individuals… not zeros and ones.

How does customer support respond to, and help build, the digital world?  We need to step back and determine whether automated or personally-delivered support is warranted… and re-balance efficiency with effectiveness… and design, measure, and deliver customer support that increases connection with the brand or organization, both customer-facing and back office-based.

In my keynote presentation at Digital Touch, we will explore the do’s and the don’ts behind three key countervailing themes underlying customer support in the digital world.  After all, the core definition of “digital” tells us that we need to become good at balancing: “a digital system is a data technology that uses discrete (discontinuous) values” (wikipedia). Therefore, we will need to examine different values to forge the right mix for our customers.

  1. When does it make sense to provide good old fashioned personal support, and when does automation make sense?  With the proliferation of more complex products and services, we need to be careful not to present avatars or bots or automated tools when customer need, and deserve, live help.  Analyzing the reasons behind customer demand for support in terms of “value” and “irritant” will reveal the proper mix.
  2. How do you figure out whether customers are pleased with your support, both automated and live, for digital products in their increasingly digital world?  Here we need to mine “what our customers are saying”, capture first contact resolution on web sites as we’ve been doing in contact centers, and assess customer loyalty as well as customer satisfaction.  And we need to help lead our customers to experiment with new solutions, even if they don’t express the need.
  3. How do we ensure the right mix of efficiency and effectiveness when our customers do obtain live support?  We need to revamp hiring criteria, match customers’ needs with agents’ skills, and report more carefully to strike the balance.

Even when we follow these three themes within our own organization – identifying value/irritant, expressed/unexpressed, and efficiency/effectiveness – we also need to align the entire “ecosystem” to be able to sense, react, and behave the same way.  The promise of digital content and data can help us to accomplish this lofty goal to recognize customers at all points, anticipate their needs, improve their lives … but going digital isn’t easy to accomplish across multiple enterprises and is fraught with frustration for our customers.  So the 4th balancing act is a variation of many companies’ business missions: “be global but act local” … in other words, be linked (digitally) but take care of our customers on a one by one basis, personally, in the increasingly digital world.

 

Über Bill Price:
Bill Price started Driva Solutions in September 2001 to help companies achieve the delicate balance between cost containment and greater customer loyalty, co-founded the 10-country LimeBridge Global Alliance in early 2002, and formed and chairs the 35-organization Global Operations Council and the 11-company Chief Customer Officer Forum Americas. Bill was Amazon.com’s first VP of Global Customer Service, VP of MCI Enhanced Call Router and Call Center Services divisions, COO/CFO with ACP, and Senior Engagement Manager with McKinsey in San Francisco and Stockholm.

 

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