Produced by BrandConnect, a commercial division of The Economist
In the digital economy, customers expect exceptional levels of service and straightforward complaint resolution at their fingertips. In reaction, companies no longer just provide a customer service phone support line: Complaints are handled via social media, email chains and real-time text-based chat conversations. Adding more ways to interact with customer service representatives, however, hasn’t necessarily made the experience better.
What's really needed is for information from all departments to be available to customer service operatives. The historically separate front office functions such as marketing sales, and service, middle office functions such as inventory fulfillment, and back office functions such as billing need to be more tightly integrated to create a new engine for customer engagement. Then the process of resolving a query or complaint is made much more straightforward. The customer's issue can be handled as quickly as possible, with its resolution involving fewer internal staff interactions.
Companies that focus on technology first often wind up delivering bad experiences, because they truly haven’t thought through the intentional experience the customer should be having.
-Terry Walls, Managing Director, KPMG Customer Advisory
Read the article to learn about how connected enterprises can support customer service of the future, providing personalized and effortless experiences for consumers.