An Excerpt from Digital Customer Service: Transforming Customer Experience for an On-Screen World, our new book available now
Digital Customer Service: Transforming Customer Experience for an On-Screen World, authored by Glia CEO and co-founder Dan Michaeli and best-selling author Rick DeLisi (The Effortless Experience) is out today and available to order. Find out how you can transform the customer experience for today’s Digital-First world and meet your customers where they are…
Following is an excerpt from the book:
Time to Re-Think What “Meeting Your Customers Where There Are” Even MEANS
The assumed solution to overcoming the challenges of creating an excellent experience for increasingly empowered (and in some cases entitled) digital customers has been: Companies must “meet your customers where they are.”
This has generally been interpreted as “meet them in the channel where they started their interaction.” And of course, most likely that is NOT the phone anymore–but rather, your website, mobile app or social media sites like Facebook and Twitter–so the conventional wisdom is that you need to meet them there.
And while this seems correct, we are learning that it is an under interpretation of the concept.
To successfully transform Customer Service in a digital world, companies must “meet their customers where they are” in two other ways as well:
- To meet them where they are at a specific moment in a resolution journey. By the time a customer speaks with an Agent, that customer has already been through some form of misadventure that very likely began online. Companies can no longer greet customers at the outset of a phone interaction like it’s the starting point for that person’s service journey, because it almost certainly isn’t.
Where they are—is in the middle of their digital experience.
- To meet them where they are in the transformation of their digital lifestyles. Most customers now instinctively reach for their smartphone, tablet or laptop as the starting point for interactions of all kinds as well as to satisfy their information, entertainment, and recreation needs. Companies need to create Service experiences that feel like the way their customers now live.
Where they are—is in the middle of their own digital transformation.
Your ability to meet your customers where they are in all three ways should become the beacon for the digital transformation of your Service organization.
The book goes into more detail with strategies and roadmaps to help your company meet your customers where they are—in a Digital-First world. In case you missed it, see Now It’s Our Turn, an excerpt from the book’s preface. And stay tuned for our next blog about the book, “Phone” and “Voice” Aren’t The Same Thing.
Learn more about the book Digital Customer Service: Transforming Customer Experience for an On-Screen World and order your copy today!