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What are the implications of customers choosing where they go to complain or ask questions?
If customers are now in a greater position to choose where they go for their customer service, via social and traditional channels - to complain, ask questions, provide feedback - what are the implications of this on how organisations design their customer service propositions?
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Excellent question, Guy.
There are a couple "rules" that apply here:
First, it’s incumbent upon the service provider to "serve the customer in a place convenient to the customer." Or, stated differently, "be available where your customers prefer to hang out."
If the customer prefers to submit questions through email, the company should be able to respond via email. If the customer prefers chat, the company should deliver service via chat.
Second, it's important to deliver a consistent experience across all channels. In other words, response time, service levels and response quality and accuracy should be the same (top-notch, of course) regardless of the channel.
The implication for the service provider is to invest in resources, and develop the expertise to deliver a consistent high-quality service experience across multiple channels.
It's important to exercise caution; If a company is not knowledgeable enough in using Twitter, don't try to deliver service through Twitter, until proficient. In other words, don't jump up on stage, if you don't have the expertise to play in front of a live audience.
Regards,
Jim Watson
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