Читать книгу Digital Customer Service - Rick DeLisi - Страница 11

Over the past few decades, the perception of customer service has experienced a repeating pattern of ups and downs. Throughout the next few chapters, we'll trace the evolution of the prevailing perception of the service industry (almost like looking in the mirror) as it has changed several times over the past few decades – starting from the days of the first-ever call centers in the 1980s, all the way to today's digital world.

In an industry that has experienced two major peaks and two corresponding valleys – each about a decade apart – you'll see evidence that the next few years will result in either an unprecedented upward spike or yet another downward plunge. We are at an acute inflection point.

The choices you and your organization make right now about the digital transformation of customer service will define your future success (or failure) in the years to come.

When call centers were first introduced in the 1980s, the idea of enabling customers to call companies directly on the phone was considered new and exciting. The experience was generally excellent. But over time, as companies put more pressure on Service to cut costs, the experience of phone service began to suffer, causing the first dip.

Then, once customers got used to self-service, the experience improved and the curve rose again. But over time, as customers began to expect everything to be digital – and effortless – what they realized is that too many service experiences were still disconnected from their digital experiences, forcing them to restart their journey on the phone. And the phone reps they were speaking to weren't connected in any way to the digital experience customers were having on their own screens.

This mismatch resulted in disjointed “seamful” experiences that caused the second major dip.

Therefore, we are at an inflection point right now. If customer service embraces a full and complete digital transformation it is well within our power to rise to new heights, well beyond what we have ever accomplished before. Or, if not, to plummet once again, as we have twice before. The choice is yours, and the time to decide is now.