Digital Customer Service: Transforming Customer Experience for an On-Screen World

Length: 256 pages
Edition: 1
Language: English
Publisher: Wiley
Publication Date: 2021-08-31
ISBN-10: 1119841909
ISBN-13: 9781119841906
Sales Rank: #318215 (See Top 100 Books)

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.

Cover
Table of Contents
Title Page
Copyright
Dedication
About the Authors
Foreword
Preface: Now It's Our Turn
    WHAT'S HOLDING US BACK: THREE MYTHS
    WHY WE WROTE THIS BOOK
    NOTE
SECTION One: The Problem with Customer Service and the Digital Opportunity
    CHAPTER 1: The Win-Win-Win-Win
        CUSTOMER SERVICE AT AN INFLECTION POINT
        THE DIFFERENCE BETWEEN “DIGITAL CUSTOMER SERVICE” AND DCS
        TWO VERY DIFFERENT EXPERIENCES
        WIN #1: THE BENEFITS OF DCS FOR COMPANIES
        WIN #2: THE BENEFITS OF DCS FOR CUSTOMERS
        WIN #3: THE BENEFITS OF DCS FOR AGENTS
        WIN #4: THE BENEFITS OF DCS FOR SERVICE EXECUTIVES AND LEADERS
        CUSTOMERS HAVE TRANSFORMED; SO SHOULD YOUR COMPANY
        KEY TAKEAWAYS: CHAPTER 1
    CHAPTER 2: The Peaks and Valleys of Customer Service
        IT WASN'T ALWAYS THIS WAY
        HOW DID CUSTOMER SERVICE BECOME SUCH AN EASY “PUNCHING BAG?”
        CUSTOMERS ARE WIRED FOR NEGATIVE REACTIONS
        COMPANIES ARE WIRED FOR EFFICIENCY
        COST EATS QUALITY FOR LUNCH
        EVOLUTION OF CUSTOMER SERVICE: THE “QUALITY VALLEY”
        KEY TAKEAWAYS: CHAPTER 2
        NOTES
    CHAPTER 3: Digital Self-Service Changed Things Forever
        THE CITI NEVER SLEEPS
        FROM MIGRATION TO EXPECTATION TO DEMAND
        NEVER GOING BACK AGAIN
         EVOLUTION OF CUSTOMER SERVICE: THE DIGITAL SELF-SERVICE EXPLOSION
        WHY THE “BOLT-ON” APPROACH DOESN'T CUT IT ANYMORE
        SOCIAL MEDIA: SALT IN THE WOUND
        EVOLUTION OF CUSTOMER SERVICE: THE “EXPECTATION VALLEY”
        KEY TAKEAWAYS: CHAPTER 3
        NOTES
SECTION Two: DCS Terminology Overview
    CHAPTER 4: The Three OnScreen Pillars of DCS
        CLIMBING OUT OF THE VALLEY OF EXPECTATIONS
        EVOLUTION OF CUSTOMER SERVICE: THE INFLECTION POINT
        DCS DEFINED
        ONSCREEN COLLABORATION: GETTING ON THE SAME PAGE
        DIGITAL-ALSO VS. DIGITAL-ONLY VS. DIGITAL-FIRST
        HOW TO BUILD A BUSINESS CASE FOR DCS
        KEY TAKEAWAYS: CHAPTER 4
SECTION Three: DCS Transformation Overview
    CHAPTER 5: The Process – A Step-by-Step Guide
        PUT IT ON THE SCREEN
        “COOKING UP” THE IDEAL DIGITAL SERVICE STRATEGY
        STEP 1: GET THE RIGHT INGREDIENTS
        STEP 2: LEARN WHICH DISHES PEOPLE LIKE BEST
        STEP 3: SERVE YOUR BEST DISHES CONSISTENTLY
        EARNING YOUR MICHELIN STARS
        KEY TAKEAWAYS: CHAPTER 5
        NOTE
    CHAPTER 6: The People – Empowering Agents, Leaders, and (Even) Bots
        FROM CALL CENTER TO CONTACT CENTER TO “COLLABORATION” CENTER
        THE AGENTS: RISE OF THE SUPERAGENT
        THE LEADERS: RETAINING AND ATTRACTING THE BEST PEOPLE
        THE BOTS: HUMANS AND MACHINES WORKING AS A TEAM
        “CONFIDENCE EQUITY” WORKS BOTH WAYS – FOR CUSTOMERS AND AGENTS
        KEY TAKEAWAYS: CHAPTER 6
    CHAPTER 7: The Positioning – How DCS Future-Proofs Your Company
        TIME TO MOVE TO THE CENTER OF THE UNIVERSE
        INTERNALLY: IT'S A 6 × 3 AND A-TO-Z WORLD
        EXTERNALLY: CX IS THE LAST FRONTIER FOR DIFFERENTIATION
        KEY TAKEAWAYS: CHAPTER 7
        NOTES
Epilogue: To Infinity and Beyond
    WHY DID YOU GET INTO THIS BUSINESS?
Digital Customer Service FAQs
    CAN A BUSINESS WITH LIMITED DIGITAL SELF-SERVICE TRANSFORM TO DCS?
    HOW WILL DCS OPERATE IF OUR COMPANY HAS AN EXISTING CRM PLATFORM?
    HOW DO CHATBOTS FIT IN WITH DCS?
    HOW DOES AN EXISTING KNOWLEDGE BASE FIT IN WITH DCS?
    HOW DOES AN SMS/MESSAGING FOCUSED STRATEGY FIT IN WITH DCS?
    HOW IS DCS DIFFERENT FOR SPECIFIC INDUSTRIES?
    HOW DOES DCS WORK IN A “MOBILE” ENVIRONMENT?
    HOW DOES DCS COMPARE TO CCaaS?
    HOW DOES DCS COMPARE TO AN “OMNI-CHANNEL” CONTACT CENTER?
    HOW DOES WFM / WFO (WORKFORCE MANAGEMENT / OPTIMIZATION) FIT IN A DCS WORLD?
    HOW WILL IVR TECHNOLOGY CHANGE WITH DCS?
    HOW DOES DCS FIT IN WITH AN ON-PREMISES CALL CENTER?
    WHAT ARE SECURITY, PRIVACY, AND COMPLIANCE CONSIDERATIONS FOR DCS?
    HOW WILL AR/VR OR FUTURE TECHNOLOGY CHANGE DCS?
Index
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