Digital Transformation (14/15)
Customer service can be improved significantly by digital initiatives. For example, a bank established a Twitter account to respond to customer complaints quickly, helping customers avoid physically go to a branch. This digital initiative also took a community of experts, allowing crowdsourcing with several employees and other customers.
Companies with multiple channels for customers are experiencing pressure to provide an integrated experience. Multichannel services require ideation and execution of changes through the customer experience and internal operating processes. Many retailers now offer home shopping, with the option of receiving the products by mail or in a store. However, an executive describes retail customers be angry that customer service representatives in a store could not access the online order history.
Several companies are offering our study self-service through digital tools. These tools allow the customer to save time while saving the company money. Many companies are now offering customer applications to improve the contact points with the customer. In a hotel company, smartphone applications are related to customer profile, which enables integration through SMS, applications and social media efforts. A media company provides applications with geolocation and augmented reality to help customers find interesting places to visit and provide special offers through email vouchers and coupons.