Service 2020: Customers want the human touch
FORGET innovation, data collection and personalised tracking, nearly 70 per cent of businesses put people at the top of the list for what matters most in delivering good service.
Business leaders acknowledge a shift in the future towards processes (18 per cent) and technology (14 per cent), but clearly recognise that good employees are intrinsic to exceptional customer service.
The figures come from Service 2020, a report from accountants and business advisers BDO, written by the Economist Intelligence Unit, which reveals customer service is to become the new competitive battle ground.
The report looks forward over the next decade, highlighting future developments and providing a blueprint for customer service strategies.
The vast majority (82 per cent) of firms polled believe that no matter what technological innovations come to the fore in the next decade, customers will always expect some personal interaction in customer service.
Technology will play an important role and help automate routine aspects of service, leaving staff to deal with more complex interactions, which can be emotional and sensitive in nature.
Jeff Jones, office managing partner at BDO in the North West, comments: “The challenge for firms will lie in identifying where their customers will be happy to interact with technology and where they still expect the human touch.”
Sara Rawcliffe of Haydock-based Intrinsic Technology agrees: “With the rise in technology, there’s a risk that customers will begin to miss the all important personal touch. Finding the right balance is important, as is giving the customer the choice of how they want to communicate.
“For example, multi-media contact centres always give them the option to speak to a customer services agent directly, rather than having to listen to automated options or make contact through websites and social media platforms.
“Many people still prefer to do this, as it gives a level of reassurance that they are being listened to. However, it’s the choice they have that they really value.”
The fundamental impact of good employees on service levels is residing high on business agenda’s for the next decade.
Nearly three quarters (74 per cent) are already investing in training staff to improve their customer service, more than the 61 per cent looking to upgrade customer facing technologies such as websites and mobile channels.
Jeff Jones of BDO concludes: “Data collection and technology will remain important to assist companies in personalising service. But one thing is certain – good staff will remain at the heart of delivering great customer service, with technology acting as an enabler.
“As processes become increasingly complex and customers become more knowledge-hungry, companies will need well trained staff to cope with more complicated customer demands.”
