The Foundations OfDigital Customer Service

Having a team and a sign on the wall is not the same as delivering true digital customer service

Some people think digital customer service excludes voice. Why?

Non digital engagement is typically• Fragmented• Manual• Offline when unmanned• Effortful and non-real time

• Digital is the opposite

The promise of digital transformation is that things start to work as never before• Ecosystems instead of silos• Actionable insight instead of data mountains• Self managing collaboration in place of micro

management

When these broader benefits translate into customer service competencies, contact centres start to look very different

AI powered intelligent assistance makes self service a viable alternative to live assistance. Maybe to the extent that just 20% of all service engagement is delivered by people

Maybe predictive service becomes so smart that most customers are helped before they recognise their own need

Maybe the idea that engaging with a brand involves a set of blinkered relationships between marketing, sales and service teams will seem ridiculous. Instead consistent aligned engagement becomes the norm

Imagine if those scenarios became common place by 2020

Customers expect it

Clearly we are evolving towards a mobile, online world for service enquiry and resolution

This will be primarily consumed as self service with escalation to live assistance whenever things go wrong or in some way demand the unique benefits of live human engagement

Mail/Email

Chat/Messaging/SMS

Social

Voice - Text - Video

A S S I S T E D S E RV I C E - S E L F S E RV I C E - P R O A C T I V E S E RV I C E

Advisor

Intelligent Assistance

IVR

Bots

Search/FAQs

How to videos

The aim of omni-channel design isan engagement experience that works in any given customer situation

81% of Millennials have a more favourable view of your brand if your customer service portal is mobile responsive

78% of Millennials expect a customer service agent to know their contact and product information as well as service history when they contact a brand for assisted service

54% of consumers ages 55+ have stopped doing business with a brand due to a single poor customer service experience

Are you ready? We are!

I'm a customer engagement and a 'beyond silos' strategistI am also an author, international keynote speaker and chair. Working under my own brand, Brainfood Consulting, I deliver a range of master classes and interventions. 

Current topics include empowered service cultures, omni-channel design, automation and self service, proactive service models, mobile and social customer service. All targeted at delivering disruptive service innovation. 

I'm is also a founding member of Beyond Silos – a group of specialist practitioners offering design and delivery service for embedding customer hubs – next generation customer engagement. 

www.brainfoodextra.com