Aligning Service Technology with Customer Expectations
Consultant advises giving service management a seat at the table to avoid technology investments going wrong.
(Boonton, NJ, April 17, 2014) Organizations are jumping on the bandwagon of social media technology, without assessing the impact that it could have on customers, says G. Shankaran Nair, in the April issue of Customer Service Newsletter.
Nair, the president of corporate strategy for Servion Global Solutions, is in a unique position to see what companies are doing right and what they are doing wrong. Servion provides technology and consulting related to managing customer service interactions and the customer experience across all channels.
Everybody wants to be on social media, he says, but not too many people know why they want to be on it. Social media can be a powerful tool, but often the teams handling social media arent trained adequately to use it most effectively.
Silo thinking can also get in the way of effective use of social media. Aside from the issue of who owns social media -- is it a tech team, a service team, a marketing team, or some combination of all of these? -- often the technology team doesnt take into account what customer-facing teams are hearing from customers about how they are using the technology or what they want from it.
Nair encourages organizations to give service management a seat at the table when decisions are being made about social media.
The people who need to be involved in these decisions are the service delivery head, the marketing head, and the IT head. All three of these people need to be at the table with the CEO to get a balanced decision that keeps service technology investments aligned with the brand promise, says Nair.
In the April issue of Customer Service Newsletter, Nair discusses how to keep customer expectations and technology investments aligned.
About the Customer Service Group
For more than 20 years, the Customer Service Group has helped customer service, call center and help desk managers increase productivity, improve service quality and boost customer satisfaction, loyalty and retention. The Customer Service Group publishes Customer Service Newsletter and The Customer Communicator.