Digital Customer Service

Digital Customer Service

by Rick DeLisi, Dan Michaeli
Released August 2021
Publisher(s): Wiley
ISBN: 9781119841906

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Book description

Digital Customer Service is the new standard for creating a 5-star customer experience

As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer's own screen, even in situations where it is preferable to speak to an agent.

Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service—as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today's digital world.

Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), Digital Customer Service helps business leaders balance three critical priorities:

  • Creating an excellent experience for customers that increases customer loyalty and profitability
  • Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions
  • Moving quickly toward the goal of "digital transformation"

We have discovered—in our research and our first-hand experience—that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once. Digital Customer Service provides the roadmap for how your company can get there. And when you do, who wins? EVERYONE.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. About the Authors
  6. Foreword
  7. Preface: Now It's Our Turn
    1. WHAT'S HOLDING US BACK: THREE MYTHS
    2. WHY WE WROTE THIS BOOK
    3. NOTE
  8. SECTION One: The Problem with Customer Service and the Digital Opportunity
    1. CHAPTER 1: The Win-Win-Win-Win
      1. CUSTOMER SERVICE AT AN INFLECTION POINT
      2. THE DIFFERENCE BETWEEN “DIGITAL CUSTOMER SERVICE” AND DCS
      3. TWO VERY DIFFERENT EXPERIENCES
      4. WIN #1: THE BENEFITS OF DCS FOR COMPANIES
      5. WIN #2: THE BENEFITS OF DCS FOR CUSTOMERS
      6. WIN #3: THE BENEFITS OF DCS FOR AGENTS
      7. WIN #4: THE BENEFITS OF DCS FOR SERVICE EXECUTIVES AND LEADERS
      8. CUSTOMERS HAVE TRANSFORMED; SO SHOULD YOUR COMPANY
      9. KEY TAKEAWAYS: CHAPTER 1
    2. CHAPTER 2: The Peaks and Valleys of Customer Service
      1. IT WASN'T ALWAYS THIS WAY
      2. HOW DID CUSTOMER SERVICE BECOME SUCH AN EASY “PUNCHING BAG?”
      3. CUSTOMERS ARE WIRED FOR NEGATIVE REACTIONS
      4. COMPANIES ARE WIRED FOR EFFICIENCY
      5. COST EATS QUALITY FOR LUNCH
      6. EVOLUTION OF CUSTOMER SERVICE: THE “QUALITY VALLEY”
      7. KEY TAKEAWAYS: CHAPTER 2
      8. NOTES
    3. CHAPTER 3: Digital Self-Service Changed Things Forever
      1. THE CITI NEVER SLEEPS
      2. FROM MIGRATION TO EXPECTATION TO DEMAND
      3. NEVER GOING BACK AGAIN
      4. EVOLUTION OF CUSTOMER SERVICE: THE DIGITAL SELF-SERVICE EXPLOSION
      5. WHY THE “BOLT-ON” APPROACH DOESN'T CUT IT ANYMORE
      6. SOCIAL MEDIA: SALT IN THE WOUND
      7. EVOLUTION OF CUSTOMER SERVICE: THE “EXPECTATION VALLEY”
      8. KEY TAKEAWAYS: CHAPTER 3
      9. NOTES
  9. SECTION Two: DCS Terminology Overview
    1. CHAPTER 4: The Three OnScreen Pillars of DCS
      1. CLIMBING OUT OF THE VALLEY OF EXPECTATIONS
      2. EVOLUTION OF CUSTOMER SERVICE: THE INFLECTION POINT
      3. DCS DEFINED
      4. ONSCREEN COLLABORATION: GETTING ON THE SAME PAGE
      5. DIGITAL-ALSO VS. DIGITAL-ONLY VS. DIGITAL-FIRST
      6. HOW TO BUILD A BUSINESS CASE FOR DCS
      7. KEY TAKEAWAYS: CHAPTER 4
  10. SECTION Three: DCS Transformation Overview
    1. CHAPTER 5: The Process – A Step-by-Step Guide
      1. PUT IT ON THE SCREEN
      2. “COOKING UP” THE IDEAL DIGITAL SERVICE STRATEGY
      3. STEP 1: GET THE RIGHT INGREDIENTS
      4. STEP 2: LEARN WHICH DISHES PEOPLE LIKE BEST
      5. STEP 3: SERVE YOUR BEST DISHES CONSISTENTLY
      6. EARNING YOUR MICHELIN STARS
      7. KEY TAKEAWAYS: CHAPTER 5
      8. NOTE
    2. CHAPTER 6: The People – Empowering Agents, Leaders, and (Even) Bots
      1. FROM CALL CENTER TO CONTACT CENTER TO “COLLABORATION” CENTER
      2. THE AGENTS: RISE OF THE SUPERAGENT
      3. THE LEADERS: RETAINING AND ATTRACTING THE BEST PEOPLE
      4. THE BOTS: HUMANS AND MACHINES WORKING AS A TEAM
      5. “CONFIDENCE EQUITY” WORKS BOTH WAYS – FOR CUSTOMERS AND AGENTS
      6. KEY TAKEAWAYS: CHAPTER 6
    3. CHAPTER 7: The Positioning – How DCS Future-Proofs Your Company
      1. TIME TO MOVE TO THE CENTER OF THE UNIVERSE
      2. INTERNALLY: IT'S A 6 × 3 AND A-TO-Z WORLD
      3. EXTERNALLY: CX IS THE LAST FRONTIER FOR DIFFERENTIATION
      4. KEY TAKEAWAYS: CHAPTER 7
      5. NOTES
  11. Epilogue: To Infinity and Beyond
    1. WHY DID YOU GET INTO THIS BUSINESS?
  12. Digital Customer Service FAQs
    1. CAN A BUSINESS WITH LIMITED DIGITAL SELF-SERVICE TRANSFORM TO DCS?
    2. HOW WILL DCS OPERATE IF OUR COMPANY HAS AN EXISTING CRM PLATFORM?
    3. HOW DO CHATBOTS FIT IN WITH DCS?
    4. HOW DOES AN EXISTING KNOWLEDGE BASE FIT IN WITH DCS?
    5. HOW DOES AN SMS/MESSAGING FOCUSED STRATEGY FIT IN WITH DCS?
    6. HOW IS DCS DIFFERENT FOR SPECIFIC INDUSTRIES?
    7. HOW DOES DCS WORK IN A “MOBILE” ENVIRONMENT?
    8. HOW DOES DCS COMPARE TO CCaaS?
    9. HOW DOES DCS COMPARE TO AN “OMNI-CHANNEL” CONTACT CENTER?
    10. HOW DOES WFM / WFO (WORKFORCE MANAGEMENT / OPTIMIZATION) FIT IN A DCS WORLD?
    11. HOW WILL IVR TECHNOLOGY CHANGE WITH DCS?
    12. HOW DOES DCS FIT IN WITH AN ON-PREMISES CALL CENTER?
    13. WHAT ARE SECURITY, PRIVACY, AND COMPLIANCE CONSIDERATIONS FOR DCS?
    14. HOW WILL AR/VR OR FUTURE TECHNOLOGY CHANGE DCS?
  13. Index
  14. End User License Agreement

Product information

  • Title: Digital Customer Service
  • Author(s): Rick DeLisi, Dan Michaeli
  • Release date: August 2021
  • Publisher(s): Wiley
  • ISBN: 9781119841906