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Digital Customer Service de Rick Delisi

Digital Customer Service

Autor Rick Delisi, Dan Michaeli
en Limba Engleză Hardback – 31 aug 2021

Subliniem necesitatea unei schimbări fundamentale de paradigmă: trecerea de la asistența reactivă prin telefon la un model proactiv, desfășurat integral pe ecranul utilizatorului. În Digital Customer Service – Transforming Customer Experience for An On–Screen World, autorul R DeLisi propune un cadru de lucru care elimină frustrările istorice ale centrelor de apel, transformând fiecare interacțiune într-un proces fluid și digitalizat. Considerăm că forța acestui volum rezidă în capacitatea de a trasa o linie clară între psihologia consumatorului modern și infrastructura tehnologică necesară pentru a-i satisface așteptările. Descoperim aici o analiză istorică valoroasă, pornind de la primele call center-uri din anii '80 și ajungând la ecosistemul complex de astăzi. Modelul propus nu este doar despre tehnologie, ci despre eficiență operațională; acesta demonstrează cum liderii din zona de business pot echilibra simultan creșterea profitabilității cu reducerea costurilor de suport. Pe linia practică a lui Customer Experience 3.0, dar cu focus pe digitalizarea completă a traseului clientului, R DeLisi oferă o foaie de parcurs pentru companiile care doresc să evite hibridizarea ineficientă și să opteze pentru o experiență digitală nativă. Spre deosebire de Customer Centric Support Services in the Digital Age, care explorează centralitatea clientului ca diferențiator competitiv general, lucrarea de față se concentrează pe execuția tactică a interacțiunilor „on-screen”. Stilul este autoritar și orientat spre rezultate, fiind o resursă esențială pentru directorii care coordonează procese de transformare digitală. Editura Wiley livrează un ghid structurat, unde teoria este dublată de cercetări și experiențe de primă mână, validând ideea că un serviciu clienți digital corect implementat reprezintă un câștig pentru toate părțile implicate.

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Specificații

ISBN-13: 9781119841906
ISBN-10: 1119841909
Pagini: 256
Dimensiuni: 157 x 235 x 18 mm
Greutate: 0.52 kg
Editura: Wiley
Locul publicării:Hoboken, United States

De ce să citești această carte

Recomandăm această carte liderilor CX și executivilor care doresc să transforme asistența clienți dintr-un centru de cost într-un motor de loialitate. Veți învăța cum să implementați un model de Digital Customer Service care reduce efortul clientului și optimizează resursele companiei. Este lectura esențială pentru a înțelege cum interacțiunile pe ecran pot depăși calitativ asistența vocală tradițională, oferind un avantaj competitiv imediat în economia digitală.

Descriere

Digital Customer Service is the new standard for creating a 5-star customer experience

As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer's own screen, even in situations where it is preferable to speak to an agent.

Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service--as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today's digital world.

Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), Digital Customer Service helps business leaders balance three critical priorities:

  • Creating an excellent experience for customers that increases customer loyalty and profitability
  • Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions
  • Moving quickly toward the goal of digital transformation

We have discovered--in our research and our first-hand experience--that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once. Digital Customer Service provides the roadmap for how your company can get there. And when you do, who wins? EVERYONE.

Cuprins

Foreword by Corrie Carrigan Preface: Now It's Our Turn Section I: The Problem With Customer Service and the Digital Opportunity Chapter 1: The Win-Win-Win-Win Customer Service At An Inflection Point The Difference Between "digital customer service" and DCS Two Very Different Experiences Story: "Phone" and "Voice" Aren't The Same Thing Win #1: The Benefits of DCS For Companies Win #2: The Benefits of DCS For Customers Win #3: The Benefits of DCS For Agents Win #4: The Benefits of DCS For Service Executives and Leaders Customers Have Transformed, So Should Your Company Key Takeaways: Chapter 1 Chapter 2: The Peaks and Valleys of Customer Service It Wasn't Always this Way Story: The Billboard How Did Customer Service Become Such An Easy "Punching Bag?" Customers Are Wired For Negative Reactions Companies Are Wired For Efficiency Cost Eats Quality For Lunch Evolution of Customer Service: The "Quality Valley" Key Takeaways: Chapter 2 Chapter 3: Digital Self-Service Changed Things Forever The Citi Never Sleeps From Migration to Expectation to Demand Never Going Back Again Story: Three Sad Faces Evolution of Customer Service: The Digital Self-Service Explosion Why The "Bolt-On" Approach Doesn't Cut It Anymore Social Media: Salt in the Wound Evolution of Customer Service: The "Expectation Valley" Key Takeaways: Chapter 3 Section II - DCS Terminology Overview Chapter 4: The 3 OnScreen Pillars Of DCS Climbing Out of the Valley of Expectations Evolution of Customer Service: The Inflection Point DCS Defined OnScreen Communication OnScreen Collaboration OnScreen Automation OnScreen Collaboration: Getting On The Same Page DCS in Action: CoBrowsing Creates Major Efficiency Improvements Digital-Also vs. Digital-Only vs. Digital-First How to Build a Business Case for DCS Added Bonus: DCS is More Secure Get Your Agents To Stop Asking This One Question Key Takeaways: Chapter 4 Section III - DCS Transformation Overview Chapter 5: The Process - A Step-by-Step Guide Put It On The Screen "Cooking Up" The Ideal Digital Service Strategy Step 1: Get the Right Ingredients The Digital Customer Service Journeys Grid The "Secret Ingredient": OnScreen Voice So, Do You Still NEED a Phone Number For Customer Service? Step 2: Learn Which Dishes People Like Best Digital Self-Serve Inventory (2x2) New Ways Of Learning About Customer Behavior in Self-Service Step 3: Serve Your Best Dishes Consistently Virtual Assistance vs. Live Assistance Journeys Based On The "Process" Not The "Person" Earning Your Michelin Stars Key Takeaways: Chapter 5 Chapter 6: The People - Empowering Agents, Leaders and (even) Bots From Call Center to Contact Center to "Collaboration" Center The Evolution of Role Expectations The Agents: Rise of the "Superagent" What IS In It For Your Team? What Does The Term Customer Service "Rep" Mean in DCS? Story: AHT vs. THT The Leaders: Retaining and Attracting the Best People The Hiring Profile of Agents in a DCS Environment Sample "Situational Interview" Questions The Bots: Humans and Machines Working As A Team Here to Help You, Not Replace You The "HR Department" for Your Virtual Team Managing Microbots with Specialized Skill Sets DCS in Action: AI Management Deployment Live Assistance? Virtual Assistance? Or A "Hybrid" of BOTH? "Confidence Equity" Works Both Ways--For Customers and Agents Story: Standing On The 50-Yard Line Key Takeaways: Chapter 6 Chapter 7: The Positioning - How DCS Future-Proofs Your Company Time To Move To The Center Of The Universe Internally: It's a 6x3 and A-to-Z World The Dichotomy of Expectations Story: The Ultimate "Effortless Experience" Externally: CX is The Last Frontier For Differentiation Positioning "Digital CX" As A Differentiator DCS in Action: Differentiating Service for International Customers Key Takeaways: Chapter 7 Epilogue: To Infinity and Beyond Digital Customer Service FAQs Notes Index