Service 2020: Customers want the human touch
FORGET innovation, data collection and personalised tracking – nearly 70% of businesses put people at the top of the list for what matters most in delivering good service, according to a new report.
Business leaders acknowledge a shift in the future towards processes (18%) and technology (14%), 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%) 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.
Ian Beaumont, office managing partner at BDO in Yorkshire, 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.
“Better data collection will, of course, be very 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, companies will need well-trained staff to cope with more complicated customer demands.”
Download the Service 2020 report in full
For some firms, however, complexity can also be turned into an opportunity. For example, David Brown Gear Systems, a global engineering firm headquartered in Huddersfield, has set up an academy to train people on gear technology, whether its own staff and engineers or those of its clients.
Jim McColl, chairman at David Brown, says: “It’s the only place you can get a masters degree in gears. The course not only enables clients to better cope with the complex machinery the firm sells, but it also acts as an excellent marketing tool for the firm.”
Mr Beaumont adds: “As technologies continue to advance, firms must ensure their staff’s knowledge advances at the same, if not a faster, speed. Investing in staff training to ensure they are confident and capable of providing the very best customer and technical service is paramount. Businesses that fail to invest in their people are at real risk of lagging behind the competition.”
Refreshingly, nearly three quarters (74%) of businesses are already investing in training staff to improve their customer service, and more than 61% are looking to upgrade customer-facing technologies such as websites and mobile channels.
