Why customer service is a moving target in the channel
It’s a wonder that any CEO gets a decent night’s sleep these days; running a business today comes with many problems and high on the list of potential woes is the subject of keeping customers happy.
Whilst great customer service never goes out of fashion what’s not immediately obvious to business is that you are dealing with a moving target as the changing demands and expectations of consumers today are causing many enterprises to re-evaluate their own company performance.
Expectations are always evolving.
For example, people are using new ways to connect with companies and social media is now readily used as a customer service channel. This doesn’t mean that your company needs to address customer problems via social media but it does mean you need to be aware of and reply to say Tweets and other social media platform communication from customers.
They key issue that needs to be recognised however is that great customer service and poor customer service are the two extremes that get talked about. Good customer service doesn’t – because it is expected.
Remember too that there are different expectations with each industry sector. Being ‘good’ in your industry could be seen as ‘great’ in other sectors. Conversely…
To achieve great customer service everyone in the organisation has to be in.
No one should be exempt from communicating with customers and gathering feedback as it is from this feedback that the business can gain so much.
Knowing what your customers think of your products and services and how well they feel you deal with problems is vital to delivering customer service excellence, however knowing what users are looking for in new products takes that feedback to the next level.
Knowledge of what customers are looking for in terms of a supplier and their products means you can develop new products faster and turn them in to income streams much earlier.
CEOs will also either be leading the charge or responding to ‘C’ level requests to get on with Digital Transformation (DX).
In terms of business outcomes, the driving force for DX has subtly shifted its priority and emphasis from customer excellence towards improved productivity.
CEOs will either be leading the charge or responding to ‘C’ level requests to get on with Digital Transformation.
By optimising use of digital techniques and communications technologies, enterprises stand to improve employee productivity and efficiency.
For CEOs, there is the need to build on this early success by expanding their digital communications alternatives for customers as well so getting employees trained on and using these tools internally is a great way to lay the groundwork for providing a better customer experience.
It’s a win-win here for both business productivity and customers, and for resellers this position reveals a great set of opportunities for them to further cement their role as being a trusted advisor to clients and help users develop digital and IT strategies that address business needs for service excellence and developing new income streams.
To mitigate the potential risk of their clients being digitally disrupted in their own markets resellers can deliver business value by identifying new and evolving technology capabilities which in turn will provide business-outcome-based solutions and ‘as-a-service’ models to release these potentials.
At the same time, working with innovative suppliers versed in the skills required to integrate business processes with technology can then unlock that potential for the business rather than just add to the business CAPEX budget.
Gamma innovation, thought leadership, longevity in the market and sound financial stability are proven so why not work with us to develop these opportunities
For CEOs, there is the need to build on this early success by expanding their digital communications alternatives for customers as well so getting employees trained on and using these tools.