Digital Customer Service: Transforming Customer Experience for an On-Screen World

Digital Customer Service: Transforming Customer Experience for an On-Screen World

Digital Customer Service: Transforming Customer Experience for an On-Screen World

Digital Customer Service: Transforming Customer Experience for an On-Screen World


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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.

Product Details

ISBN-13: 9781119841906
Publisher: Wiley
Publication date: 08/31/2021
Pages: 256
Sales rank: 1,109,390
Product dimensions: 6.20(w) x 9.10(h) x 1.00(d)

About the Author

RICK DELISI has been researching customer service and customer experience for the past two decades. He is the co-author of the bestselling book The Effortless Experience, and has written several pieces published in the Harvard Business Review. Prior to working in customer service he was a journalist, winning four Associated Press awards for outstanding feature reporting.

DAN MICHAELI is CEO and Co-Founder of Glia, the New York-based technology company that has become an industry leader in Digital Customer Service. The Glia platform helps businesses reinvent how they support customers in a digital world. He is an award-winning speaker who has been a contributor to numerous publications including Forbes.

Table of Contents

About the Authors xi

Foreword by Corrie Carrigan xiii

Preface: Now It’s Our Turn xvii

Section One The Problem with Customer Service and the Digital Opportunity

Chapter 1 The Win-Win-Win-Win 3

Customer Service at an Inflection Point 4

The Difference Between “digital customer service” and DCS 6

Two Very Different Experiences 8

Win #1: The Benefits of DCS for Companies 13

Win #2: The Benefits of DCS for Customers 17

Win #3: The Benefits of DCS for Agents 19

Win #4: The Benefits of DCS for Service Executives and Leaders 21

Customers Have Transformed; So Should Your Company 23

Key Takeaways: Chapter 1 25

Chapter 2 The Peaks and Valleys of Customer Service 27

It Wasn’t Always This Way 28

How Did Customer Service Become Such an Easy “Punching Bag?” 33

Customers Are Wired for Negative Reactions 34

Companies Are Wired for Efficiency 37

Cost Eats Quality for Lunch 39

Evolution of Customer Service: The “Quality Valley” 42

Key Takeaways: Chapter 2 44

Chapter 3 Digital Self-Service Changed Things Forever 45

The Citi Never Sleeps 46

From Migration to Expectation to Demand 48

Never Going Back Again 51

Evolution of Customer Service: The Digital Self-Service Explosion 55

Why the “Bolt-On” Approach Doesn’t Cut It Anymore 55

Social Media: Salt in the Wound 58

Evolution of Customer Service: The “Expectation Valley” 62

Key Takeaways: Chapter 3 63

Section Two DCS Terminology Overview

Chapter 4 The Three OnScreen Pillars of DCS 67

Climbing Out of the Valley of Expectations 68

Evolution of Customer Service: The Inflection Point 69

DCS Defined 72

OnScreen Communication 74

OnScreen Collaboration 78

OnScreen Automation 81

OnScreen Collaboration: Getting on the Same Page 83

Digital-Also vs. Digital-Only vs. Digital-First 89

How to Build a Business Case for DCS 92

Added Bonus: DCS is More Secure 97

Key Takeaways: Chapter 4 100

Section Three Dcs Transformation Overview

Chapter 5 The Process – A Step-By-Step Guide 103

Put It on the Screen 104

“Cooking Up” the Ideal Digital Service Strategy 105

Step 1: Get the Right Ingredients 106

The “Secret Ingredient”: OnScreen Voice 116

Step 2: Learn Which Dishes People Like Best 120

Digital Self-Service Inventory (2x2) 121

Step 3: Serve Your Best Dishes Consistently 129

Journeys Based on the “Process” not the “Person” 130

Earning Your Michelin Stars 136

Key Takeaways: Chapter 5 138

Chapter 6 The People – Empowering Agents, Leaders, and (Even) Bots 139

From Call Center to Contact Center to “Collaboration” Center 140

The Agents: Rise of the Superagent 142

The Leaders: Retaining and Attracting the Best People 148

The Bots: Humans and Machines Working as a Team 156

“Confidence Equity” Works Both Ways – For Customers and Agents 168

Key Takeaways: Chapter 6 173

Chapter 7 The Positioning – How DCS Future-Proofs Your Company 175

Time to Move to the Center of the Universe 176

Internally: It’s a 6 × 3 and A-to-Z World 178

Externally: CX Is the Last Frontier for Differentiation 187

Key Takeaways: Chapter 7 195

Epilogue: To Infinity and Beyond 197

Digital Customer Service FAQs 201

Notes 209

Index 213

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