Now It’s Our Turn

An Excerpt from the New Book Digital Customer Service: Transforming Customer Experience for an On-Screen World, Available Now

Glia CEO and co-founder Dan Michaeli and Rick DeLisi, coauthor of best-seller The Effortless Experience have written THE book on Digital Customer Service (DCS), available now on Amazon and Barnes & Noble. 

Published by Wiley, Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service, details the extraordinary opportunity to transform the customer experience OnScreen and provides a roadmap for how your company can get there. 

Following is an excerpt from the book:

Digital transformation is the ongoing integration of digital technology into ALL areas of the business and culture of a company.

This is the #1 priority for many CEOs and CIOs today. It is seen by almost all organizations as the need to fundamentally change how they operate and deliver value to customers. You can see digital transformation in almost every area of a business:

• • • Just about all forms of Marketing are now digital marketing. Even offline tactics like print ads, billboards and direct mail primarily drive customers to digital properties.
      
    • In retail, there’s almost no such thing as “a commercial enterprise” that doesn’t include some element of e-commerce as well.
    • Most back office functionality and analytics have now transformed to become entirely digital.
      

But one thing we’ve been seeing in our research—as a collective function, Customer Service has lagged behind many others on the priority list for digital transformation.  When is it going to be OUR turn to transform?

Sure, there have been across-the-board investments in self-service functionality for company websites and mobile apps. And yes, what’s been happening across the industry—adding chat, video chat, email, text/SMS communication, social media interactions–has made Service somewhat more “digital.” 

But the differences still feel more iterative than transformative.  

As an example, in the US alone, companies are still receiving over 1 billion incoming Customer Service phone calls every year. Virtually all customers have now transformed to living their daily lives on a screen, and yet companies are still getting a billion phone calls. 

It’s time for that number to get way closer to zero.  And now there is a way. Digital Customer Service: Transforming Customer Experience for an On-Screen World was created as the definitive playbook for Service leaders, Digital teams, CX professionals and C-suite executives who recognize the need to continue evolving as your customers already have.  It’s based on the real-life examples of companies that are already transforming (not just big brand name companies) who are reporting an extraordinary confluence of positive impacts.

Why We Wrote This Book

We’ve been studying the science of customer service for the past two decades and what we’ve been learning and observing is VERY exciting: 

• • • Rick DeLisi has been traveling around the world for two decades, sharing research about the psychology of customer behavior and expectations in Service interactions. He is the co-author of the best-selling book “The Effortless Experience.”
    • Dan Michaeli has devoted his career to developing technology solutions that create world-class digital customer experiences for “traditional” non-digital-native organizations. He is the CEO of New York-based Glia, a leader in helping companies reinvent how they serve their customers.
      

We collaborated together to explore how technology and psychology can work in concert to help companies achieve true digital transformation of their customer experience.

• • • If any part of your job includes responsibility over the interactions customers are having with your company every day, we believe this book will be immediately helpful. 
    • We will arm you with new strategic ideas as well as practical “things you can do,” to increase your confidence that you CAN achieve this transformation, and reap the rewards it will bring to your organization.

Our greatest hope is that what we’ll explore together in the book will benefit you in a personal way—both in your increasingly digital career and in your increasingly digital life.

Order your copy now! And stay tuned for our next excerpt, Meeting Your Customers Where They Are.