Читать книгу Digital Customer Service - Rick DeLisi - Страница 13

The problem with the term digital customer service is that it could mean a lot of different things:

 Adding a chat function to a website. That could be described as digital customer service.

 Switching your telephony platform to VoIP (voice-over internet protocol). That's digital.

 Getting customers to adopt new web self-service features. That's customer service, and it's digital.

 Enabling more frontline customer service agents to work from home. That's absolutely a form of digital customer service.

In fact, you could say that anything that uses the internet to enable any service functionality could broadly fall into the category of digital customer service. And any of these could be a smart goal unto itself. Necessary, but insufficient.

The opportunity to pursue this win-win-win-win starts with understanding the clear distinction between two things that appear – at first – to be almost exactly the same: “digital customer service” and “Digital Customer Service.”

The most obvious difference is: In the Digital Customer Service (DCS) model, every part of a service interaction happens on the customer's own screen. Both the “virtual” or automated elements, as well as the live “assisted” elements all take place right where they started – on a customer's desktop, laptop, tablet, or mobile device. If there's a need to verbally communicate with an agent, it becomes an entirely different customer experience when it occurs “right there on my screen” instead of during a totally separate phone call.

But the most important difference is: DCS enables companies to both “meet their customers where they are” and also to transition them between virtual assistance and live assistance in a way that is completely seamless because it doesn't require a separate phone call.

No additional steps are required, the customer doesn't have to do anything extra – it is a truly effortless experience.