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How is Web 2.0 altering the customer service landscape?
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Great question and over the last eighteen months we have seen and continue to see customer service undergo a huge transformation. The impact of social media is challenging traditional paradigms of customer service and we are seeing a move from what was essentially a closed one-to-one transaction move gradually towards a more empathetic, open and decentralised customer service model. Platforms such as Twitter, Facebook, YouTube, Wordpress, together with the increasing ubiquity of smartphones and apps, is resulting in a type of customer service that is real-time, 24/7, 'on the go', and takes place between people in their networks.
Web 2.0 takes us into the world of "semantics", a focus on "meaning" and meaningful connections. It's still a mind twister... but Google and other technology providers are developing search and connection strategies that help sort and prioritize information. That will have a big impact in the coming six months as systems are upgraded to incorporate semantic approaches. What I see happening is that customers now "buy" ... and they don't want to be sold. That means that customer service people are increasingly becoming the "front lines" of sales. When customer service providers help solve a problem and help people "buy" they can also share additional opportunities. That's sales -- soft, but sales, all the same.
I think it's the greatest thing to happen for small businesses. Large companies that make a decision in a relatively small part of their business end up crucified on social media networks. Most large businesses have wised up and now have dedicated resources monitor and police their online reputation. Typically small businesses can really shine on their more personal touch, or more focused knowledge. You can more easily be identified by the broad range of public comments, ratings and social networks. Google and other search engines are factoring this online reputation into their results as well. A service by the name of 'KnowEm' (http://www.knowem.com) can help you quickly register your online identity if you have failed to do so already. If you aren't prepared to monitor it, I don't recommend promoting it, but you should claim your identity on the many networks regardless. Social media is helping keep companies honest. I am, concerned about the rise of companies who are being paid to post positive comments on these networks. It could undermine the entire point of social networks, but money will likely always talk.
In simpler words, Web 2.0 makes you much more accessible to your customer for service requests. This can be via
- Social Networks - Facebook
- Embedded forms in your website
- Forums and Groups
- Online Chat
The cost of these service is coming down a lot and many SMBs are using Web 2.0 to engage with their customer. The customer can log a request from anywhere in the world, anytime.
Hope this was useful!
- Rushabh
www.erpnext.com
Using social sites for customer service is just like using the phone except the world is watching.
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