Digital Customer Service

CHAPTER 4The Three OnScreen Pillars of DCS

What we'll share in this chapter:

• While the term digital customer service has many meanings and interpretations, Digital Customer Service (DCS) refers to a specific software-driven solution that changes the nature of the customer interactions from phone-centric to digital-centric.
• DCS includes three categories of OnScreen Enhancements, which are the pillars of the overall experience:
  • OnScreen Communication
  • OnScreen Collaboration
  • OnScreen Automation
• Compared to other service models, DCS is not only more efficient and economical for companies, but virtually effortless for customers – which promotes long-term loyalty.

CLIMBING OUT OF THE VALLEY OF EXPECTATIONS

Are customer expectations out of control? Do people have a right to expect companies to completely transform their entire service models? Is that really fair?

But before you answer that question – don't. The question itself isn't fair.

Customers want what they want, and they expect what they expect. Whether that's fair isn't relevant. The reality is that customer “taste” for digital service has evolved to the point where more and more people now expect that every issue can and should be solved on their screens – with them in total control of the interaction.

And when customers happen to run into a situation where that isn't true – because self-service isn't available for ...