Оглавление
Rick DeLisi. Digital Customer Service
Table of Contents
Guide
Pages
DIGITAL CUSTOMER SERVICE. Transforming Customer Experience for an On-Screen World
About the Authors
Foreword
Preface: Now It's Our Turn
WHAT'S HOLDING US BACK: THREE MYTHS
MYTH #1: Digital Transformation of Customer Service Is All About Automation
MYTH #2: Digital Transformation for Customer Service Means Companies Need to Be Active in Every Available Form of Communication
MYTH #3: Making Customer Service Fully “Digital” Seems Like It Would Be Hard or Expensive
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
Who Wins When Customer Service Achieves Digital Transformation?
THE DIFFERENCE BETWEEN “DIGITAL CUSTOMER SERVICE” AND DCS
Customers Live on Their Screens; Shouldn't You?
TWO VERY DIFFERENT EXPERIENCES
EXAMPLE
Story: “Phone” and “Voice” Aren't the Same Thing
WIN #1: THE BENEFITS OF DCS FOR COMPANIES
The First Hurdle: Calculating the Business Value of Transforming to DCS
EXAMPLE
Preview of “DCS in Action” Stories
WIN #2: THE BENEFITS OF DCS FOR CUSTOMERS
The Second Hurdle: Customers Expect Digital Experiences to Be Seamless and Perfect
Eliminating the Negative
Making Me Feel Smart
DCS = Customer-Centricity
WIN #3: THE BENEFITS OF DCS FOR AGENTS
The Third Hurdle: Getting Your Frontline Team on Board
The Impact on Staffing Levels/Headcount
WIN #4: THE BENEFITS OF DCS FOR SERVICE EXECUTIVES AND LEADERS
The Final Hurdle: What's in It for Me?
Smarter Analytics = Easier Improvement Opportunities
Consider Your Next Performance Review
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
Story: The Billboard
HOW DID CUSTOMER SERVICE BECOME SUCH AN EASY “PUNCHING BAG?”
CUSTOMERS ARE WIRED FOR NEGATIVE REACTIONS
The Story We've All Heard a Million Times
COMPANIES ARE WIRED FOR EFFICIENCY
COST EATS QUALITY FOR LUNCH
EXAMPLE
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
1970s: Interactive Voice Response
1977: The ATM
Early 1980s: Self-Service Gas Stations
1991: Web 1.0
1992: Self-Service Grocery Checkout Stations
Mid-1990s: E-commerce Begins
2004: Web 2.0
NEVER GOING BACK AGAIN
Story: Three Sad Faces
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
We Have Transformed into Digital-First Beings
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
The Generic Term “Digital Customer Service” Is a Monster Noun
EXAMPLE
DCS DEFINED
OnScreen Communication
A Note About “Voice” Interactions:
OnScreen Voice vs. Off-Screen Phone Call
OnScreen Collaboration
OnScreen Automation
OnScreen Enhancement “Combinations”
ONSCREEN COLLABORATION: GETTING ON THE SAME PAGE
EXAMPLE
DCS in Action: CoBrowsing Creates Major Efficiency Improvements
DIGITAL-ALSO VS. DIGITAL-ONLY VS. DIGITAL-FIRST
HOW TO BUILD A BUSINESS CASE FOR DCS
EXAMPLE
What Would You Do with That Kind of Cost Efficiency?
Added Bonus: DCS Is More Secure
Get Your Agents to Stop Asking This One Question
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
The Digital Customer Service Journeys Grid
How to Use the Grid to Create Seamless DCS Journeys
The “Secret Ingredient”: OnScreen Voice
For Customers with “Dietary Restrictions,” Use Near-Screen Voice
So, Do You Still NEED a Phone Number for Customer Service?
STEP 2: LEARN WHICH DISHES PEOPLE LIKE BEST
A Note About “Processes”
Digital Self-Serve Inventory (2 × 2)
Defining the Quadrants
New Ways of Learning About Customer Behavior in Self-Service
Surveys: Suggested Questions
Focus Groups: Suggested Interview Topics
Digital Body Language
STEP 3: SERVE YOUR BEST DISHES CONSISTENTLY
Live Assistance vs. Virtual Assistance
Journeys Based on the “Process” Not the “Person”
EXAMPLE
Arranging a Family Vacation
Booking a Flight for a Leisure Trip
Booking a Multi-destination Trip with Cash and Points
Booking a Business Trip
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 Evolution of Role Expectations
THE AGENTS: RISE OF THE SUPERAGENT
What IS In It For Your Team?
What Does the Term Customer Service “Rep” Mean in DCS?
Story: AHT vs. THT
THE LEADERS: RETAINING AND ATTRACTING THE BEST PEOPLE
The Hiring Profile of Agents in a DCS Environment
Agents = Teachers
Sample “Situational Interview” Questions
THE BOTS: HUMANS AND MACHINES WORKING AS A TEAM
Here to Help You, Not Replace You
The “HR Department” for Your Virtual Team
Managing Microbots with Specialized Skill Sets
DCS in Action: AI Management Deployment
Live Assistance? Virtual Assistance? Or a “Hybrid” of BOTH?
The Right Mix of Live Assistance and Virtual Assistance Depends on the Process
Compare the Difference in Experience
EXAMPLE
“CONFIDENCE EQUITY” WORKS BOTH WAYS – FOR CUSTOMERS AND AGENTS
Story: Standing on the 50-Yard Line
WHAT?
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
Why Customer Service for “Traditional” Companies – Like Casino Blackjack – Isn't Fair
The Dichotomy of Expectations
Change the Experience, Shift the Mindset
Story: The Ultimate “Effortless Experience”
Bottom Line: Customer Effort Is One-Third Do, but Two-Thirds Feel
EXAMPLE
EXTERNALLY: CX IS THE LAST FRONTIER FOR DIFFERENTIATION
Positioning “Digital CX” as a Differentiator
DCS in Action: Differentiating Service for International Customers
You Must Accelerate Your Transformation Just to Keep Pace
Using DCS Technology to Create a Differentiated “Human” Experience
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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