Читать книгу Digital Customer Service - Rick DeLisi - Страница 25

One critical opportunity embedded within each service interaction is the opportunity to enable a customer to reaffirm their continued loyalty to that company. What we've learned over the years is that this future loyalty likely hinges on two considerations in the minds of customers:

 Was that service interaction satisfactory? Did I get resolution? Was the process relatively easy, or was it a nightmare to get what I wanted? Did it feel like the company was trying to help me, and make me feel like a valued customer, or did I feel like “just another number”?

This is the baseline of success for any interaction. But here is the opportunity:

 Do I feel smarter as a result of this interaction? Do I feel like the decision I made to choose this company was a good one, or am I thinking I could have done better for myself by going with a competitor? Do I feel like I understand something better as a result of this interaction? Did I learn anything of value?

Because many DCS OnScreen interactions are designed to teach customers (instead of just to “serve” them), there's a far greater likelihood that a customer will feel smarter as a result and therefore more loyal to that company.