Good, Old-Fashioned Online Customer Service
July 17, 2009 2 Comments
I decided to go to the “way back machine” and look at a (very old) report that I wrote in July 2002 called “Mastering Online Customer Experience.” Here’s an excerpt from the report:
Don’t Deploy Technology — Solve Problems. While companies hope that online service will reduce costs, they mistakenly scrutinize individual interactions instead of studying the collection of contacts required to solve a customer’s problem… Firms must monitor interactions from the customer’s point of view — from the inception to resolution of an issue.
Doesn’t that sound like something you could say today?!?
Here’s another piece of the report that’s still relevant; a graphic that depicts how individuals make decisions about the channels they use for an interaction:
Customers Explicitly Select Service Channels
About Bruce Temkin
I just wonder if it’s still appropriate to think of online as a channel of communication.
Good, “old fashion” customer service isn’t going anywhere. The vehicle in which the service is attained will (and has…drastically!) changed. At the end of the day, communication, regardless of the medium, defines the customer experience. Patrick, I agree, online is a channel
Be well,
Mike