Navigating the Intersection of Service and Technology
Introduction
Turning the corner into the second half of our ten-part series covering The Complete Guide to Customer Service Transformation, the sixth post of this series will dive into the intersection of service and technology. In the digital age, it’s not just about having data; it’s about leveraging that data to improve customer service and satisfaction.
CRM Systems: A Changing Landscape
In the past, Customer Relationship Management (CRM) systems were used to store customer data to support sales and service efforts. Other disconnected systems stored different kinds of customer data. While some forward-thinking businesses have connected more data to their customer-facing teams, there’s still significant potential for enhancing transparency and access to improve customer satisfaction.
Today, it’s essential to understand that potentially, all data is customer-facing data.
“Give customers a great experience and they’ll buy more, be more loyal and share their experience with friends. Great. That’s what every company strives for. So why are so many consumers disappointed? Call it an experience disconnect: companies tout the latest technology or snappy design, but they haven’t focused on—or invested in—the aspects of customer experience that are the most meaningful.”
– Tom Puthiyamadam, PwC, Digital Products & Consumer Markets Advisory Leader
Integrating Data for Better Service
So, how can radical integration and transparency help deliver better B2B customer service? Let’s illustrate with an example. Consider a tractor manufacturer with a farmer customer awaiting a delivery. Instead of the traditional interaction where information about delays filters through various channels, with an optimized data system, a delay from the parts supplier could trigger an immediate, automated message to the farmer, updating her on the delay and providing a new delivery date. In addition, during her order inquiry, the farmer could also be offered services relevant to her during her downtime.
The impact is even more significant when dealing with larger stakes. Suppose the tractor manufacturer’s customer isn’t an individual farmer, but the U.S. Bureau of Land Management waiting for an order of 200 tractors. A system that provides real-time order and shipment information, financial transaction details, and tax information would be immensely beneficial. Even more so if this data was shared with the manufacturer’s sales and service organizations, providing them with insight into upcoming budgets, forecasts, and market trends.
Learning from Industry Leaders
Top consultants highlight companies like Amazon, Apple, and Uber as examples of companies that continuously reinvent themselves by delivering simple, immediate, and individualized experiences. Today, these consultants suggest that even traditional B2B players in sectors such as chemicals and steel need to build dynamic shared digital ecosystems around customer needs.
In Summary
The integration of customer data in an unprecedentedly seamless and transparent way has the potential to revolutionize our understanding of customer service. It’s not simply about having more information, but about using that information intelligently and responsively to anticipate and meet customer needs. Whether it’s a single farmer or the U.S. Bureau of Land Management, there is extraordinary potential for the timely and relevant use of data to enhance satisfaction, drive efficiency, and optimize performance. In a world where every customer interaction can be a moment of truth, the interplay between service and technology can transform those moments into opportunities.
In our next blog post, we will explore how to translate this service and technology interplay into creating a stellar customer experience. Until then, happy optimizing!
Additional Resources:
Harvard Business Review: The Truth About Customer Experience
