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7/25/2018 The Customer Conversation: What's Changed, What Hasn't | Customer Experience Blog
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CUSTOMER SERVICE | September 24, 2015
The Customer Conversation: What'sChanged, What Hasn't
Hanging in my home office is a framed relic of the past: A letter from theStandard Oil Company to a customer, dated 1912. “Gentlemen,” it begins.“Suggest you ship the 10 empty barrels to us, furnishing us with bill of lading,and we will credit your account upon receipt.” A similar piece of correspondence today would likely take place in the form ofan automatically generated email, or even a text message. A bar code orRFID code on the barrels – or package, or piece of equipment – would bescanned and trigger a message. The recipient is alerted, sees the messageand knows the location of the asset in question, and goes on with his or herday. How we communicate with companies and customers has certainly changed,but the reason for these conversations remains more or less the same. We all
Sarah Sheehan SENIOR CONTENT WRITER, GLOBAL GO TO MARKET
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7/25/2018 The Customer Conversation: What's Changed, What Hasn't | Customer Experience Blog
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want to know as much as we can about the location of goods and theprogress of work, and we want to use that information to make our liveseasier or do our jobs faster. As communication evolves, so do our expectations – and expectations todayare higher than ever. The ability to track a package online seemedrevolutionary just a few years ago. Now, clicking a tracking number to find outwhere your package has been, but not where it is, seems almost quaint bycomparison. Quality of information is now inextricably linked to quality ofservice. Today, more companies are realizing it’s a smart bet to emphasize customercare in the interest of keeping customers loyal. Because of our highexpectations, it’s no longer acceptable to place callers on hold, tell them you’llcall them back, or to say you’ll respond to an email within the next 72 hours.Increasingly, customers want to solve problems so quickly that they’re willingto look for answers themselves, and for the most part, they’d prefer not to usethe phone at all. It’s tempting to think of great customer service as simply friendly people, butwithout a powerful engine to make sense of large amounts of information,even the friendliest people are at a loss to provide meaningful service. Tyingtogether the call center, the web, and facetoface interactions in the field isreally only possible with technology designed to deliver a seamless serviceexperience. Ideally, the automated message of 2015 and the typed letter of more than 100years ago should provide the customer with the same things – confidence,visibility and the feeling of being valued. The way we converse has changed,but the reasons for the conversation are the same.
7/25/2018 The Customer Conversation: What's Changed, What Hasn't | Customer Experience Blog
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