Details

Digital Customer Service

Transforming Customer Experience for an On-Screen World
1. Aufl.

von: Rick DeLisi, Dan Michaeli
21,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	01.09.2021
ISBN/EAN:	9781119842071
Sprache:	englisch
Anzahl Seiten:	256

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Beschreibungen

Titelbeschreibung

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: <ul> <li>Creating an excellent experience for customers that increases customer loyalty and profitability</li> <li>Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions</li> <li>Moving quickly toward the goal of "digital transformation"</li> </ul> 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.

Inhaltsverzeichnis

About the Authors xi Foreword by Corrie Carrigan xiii Preface: Now It’s Our Turn xvii Section One The Problem with Customer Service and the Digital Opportunity Chapter 1 The Win-Win-Win-Win 3 Customer Service at an Inflection Point 4 The Difference Between “digital customer service” and DCS 6 Two Very Different Experiences 8 Win #1: The Benefits of DCS for Companies 13 Win #2: The Benefits of DCS for Customers 17 Win #3: The Benefits of DCS for Agents 19 Win #4: The Benefits of DCS for Service Executives and Leaders 21 Customers Have Transformed; So Should Your Company 23 Key Takeaways: Chapter 1 25 Chapter 2 The Peaks and Valleys of Customer Service 27 It Wasn’t Always This Way 28 How Did Customer Service Become Such an Easy “Punching Bag?” 33 Customers Are Wired for Negative Reactions 34 Companies Are Wired for Efficiency 37 Cost Eats Quality for Lunch 39 Evolution of Customer Service: The “Quality Valley” 42 Key Takeaways: Chapter 2 44 Chapter 3 Digital Self-Service Changed Things Forever 45 The Citi Never Sleeps 46 From Migration to Expectation to Demand 48 Never Going Back Again 51 Evolution of Customer Service: The Digital Self-Service Explosion 55 Why the “Bolt-On” Approach Doesn’t Cut It Anymore 55 Social Media: Salt in the Wound 58 Evolution of Customer Service: The “Expectation Valley” 62 Key Takeaways: Chapter 3 63 Section Two DCS Terminology Overview Chapter 4 The Three OnScreen Pillars of DCS 67 Climbing Out of the Valley of Expectations 68 Evolution of Customer Service: The Inflection Point 69 DCS Defined 72 OnScreen Communication 74 OnScreen Collaboration 78 OnScreen Automation 81 OnScreen Collaboration: Getting on the Same Page 83 Digital-Also vs. Digital-Only vs. Digital-First 89 How to Build a Business Case for DCS 92 Added Bonus: DCS is More Secure 97 Key Takeaways: Chapter 4 100 Section Three Dcs Transformation Overview Chapter 5 The Process – A Step-By-Step Guide 103 Put It on the Screen 104 “Cooking Up” the Ideal Digital Service Strategy 105 Step 1: Get the Right Ingredients 106 The “Secret Ingredient”: OnScreen Voice 116 Step 2: Learn Which Dishes People Like Best 120 Digital Self-Service Inventory (2x2) 121 Step 3: Serve Your Best Dishes Consistently 129 Journeys Based on the “Process” not the “Person” 130 Earning Your Michelin Stars 136 Key Takeaways: Chapter 5 138 Chapter 6 The People – Empowering Agents, Leaders, and (Even) Bots 139 From Call Center to Contact Center to “Collaboration” Center 140 The Agents: Rise of the Superagent 142 The Leaders: Retaining and Attracting the Best People 148 The Bots: Humans and Machines Working as a Team 156 “Confidence Equity” Works Both Ways – For Customers and Agents 168 Key Takeaways: Chapter 6 173 Chapter 7 The Positioning – How DCS Future-Proofs Your Company 175 Time to Move to the Center of the Universe 176 Internally: It’s a 6 × 3 and A-to-Z World 178 Externally: CX Is the Last Frontier for Differentiation 187 Key Takeaways: Chapter 7 195 Epilogue: To Infinity and Beyond 197 Digital Customer Service FAQs 201 Notes 209 Index 213

Autorenportrait

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.

Back cover copy

PRAISE FOR DIGITAL CUSTOMER SERVICE "As rapidly as customer expectations and behaviors have been evolving, the practice of Customer Service needs to transform just to keep pace. This book offers a compelling and pragmatic blueprint for how companies can create an effortless experience in today’s digital world." Matt Dixon Co-Author, The Effortless Experience and The Challenger Sale "When we first wrote Customer Success our objective was to create the definitive playbook for what was then a newly-emerging category. I believe what Rick and Dan have done accomplishes the same goal. Digital Customer Service is a must-read that clearly defines how service can and must be delivered going forward." Nick Mehta Co-Author, Customer Success and CEO, Gainsight "In advising hundreds of companies about how to create amazing customer service experiences, it is now readily apparent that the definition of 'amazing' must also include digital transformation. This book explains the ‘why’ and 'how' of Digital Customer Service wrapped in a creative, fun-to-read narrative." Shep Hyken Author, The Convenience Revolution and I’ll Be Back