Benchmark-Study: Customer Service in the digital Age
Digitalisation changes our lives. And it also changes customer service. Is the slogan «Be digital – create Fans» here a sharp contradiction, a provocation or even a misjudgement of challenges and risks resulting from digital change? Or is maybe still a new reality behind it after all?
This Service Benchmark, which now appears for the sixth time, is the most comprehensive study on the topic of customer service in German-speaking Europe and deals exactly with the questions mentioned above. In spring 2017, we were able to interview more than 3.500 end users about their service experiences and needs. In addition, we carried out an expert survey with more than 100 exponents from different organisations and industries. The collected information provides significant insights regarding the current quality of customer service as compared in different countries and industries. The newly gained knowledge is especially exciting with regards to the changes and challenges resulting from the digital transformation.
Organisations which adapt their service model with the right customer focus in mind and using most recent technologies intelligently, will provide excellent customer experiences – anytime and anywhere - and will gain significant efficiency advantages at the same time. They will be capable to staff traditional channels, such as point of sale or telephone, with top people and, in parallel, intelligently use the digital channels, like email, chatbots, messengers, intelligently applying artifical intelligence.
Sustained digitalisation in customer service is challenging, demands leadership and requires clear priorities, which orient themselves at the customer benefit and also address large cost blocks. Confront yourself with the brand new study results and find inspiration for your own initatives in customer service. However, in doing so, never lose sight of your goal: Make customers your fans!