Digital Customer Service

CHAPTER 7The Positioning – How DCS Future-Proofs Your Company

What we'll share in this chapter:

• Transforming to DCS creates the opportunity for companies to position themselves for future success – both internally and externally.
• Internally – executives and leaders need to send a clear message to the organization that digital transformation is an operational and cultural shift, a change of mindset and a rallying cry that must be continually reinforced in order to position the company for future success.
• Externally – a DCS service model creates clear differentiation between your company and competitors. It signals that you are evolving as quickly as your customers have. When service interactions occur on the customer's own screen and in front of their eyes, this “experiential differentiation” can be as powerful as product differentiation.

TIME TO MOVE TO THE CENTER OF THE UNIVERSE

Fun facts:

• The Model-T Ford was introduced in 1908. A decade later, approximately 1 in 10 Americans owned a car.¹
• The iPhone was introduced in 2007. A decade later, approximately three out of four Americans owned a smartphone.²

The screen has become the center of our universe. That's not even a “fun fact,” it's just a fact of life. So the question your company needs to grapple with is: “Shouldn't the entire service experience take place on the customer's screen?”

Unless you've gone through ...