Читать книгу Digital Customer Service - Rick DeLisi - Страница 14

Even as the psychology of customer behavior within digital self-service interactions continues to evolve, what is now an irreversible trend is that customers expect and demand service interactions to take place on their screen.

This is the essence of DCS. What was once a disconnected experience with various disjointed elements within the span of one “journey” can now become completely integrated, and presented on a customer's own device through a variety of OnScreen Enhancements:

 OnScreen Communication. Now that most of us are comfortable using chat, video chat, messaging, and social media platforms in our personal lives, customers increasingly expect to have these same options available with the companies they choose to do business with. Whether they access the business's website or mobile app (or even when they're forced to call a phone number), using “my screen” to communicate is becoming an expectation in the digital world.

 OnScreen Collaboration. This set of enhancements gives an agent full transparency into what's happening on the customer's screen – in real time. It is the digital equivalent of “standing side by side” with a customer while they are on the company's website or mobile app. This includes features like CoBrowsing, screen sharing, and file sharing.

 OnScreen Automation. Chatbots and pop-up messages provide personalized responses and suggested actions on the customer's (or even the agent's) screen. These are triggered by data about them, from their past interactions or from their browsing behavior in that moment. Another example of automation is visual authentication, which removes that burden from agents in a way that is both more efficient and more secure.