The Future of Customer Service in the Digital Age
The origin of Customer Service 4.0 lies in the need to ensure that customer service remains seamless and uninterrupted across different channels in the digital age. In a world where technology and customer expectations are constantly evolving, companies are challenged to develop innovative solutions to optimise their service. Examples include chatbots, artificial intelligence, machine learning and virtual assistants, which can be used to not only handle customer queries in real-time, but also anticipate them.
However, the customer service of the future is not exclusively digital! Rather, it is about meeting customers on all relevant channels, without constraints such as opening hours, physical locations, queues or the frustration of inflexible chatbots or automated phone systems. Industry leaders such as Salesforce, SAP and Microsoft provide modular systems, while central platforms enable comprehensive solution approaches. This offers users uncomplicated implementations, rapid optimisations, long-lasting economies of scale, competitive prices and seamless integration of all communication channels, which benefits them.¹
With the help of Big Data and advanced analytics tools, companies today can better understand the behaviour of their customers. According to a study by PwC¹, systems based on artificial intelligence (AI) identify customised content and implement precise next-best actions as well as next-best offers. In this way, digital service is evolving from a mere cost factor into an efficient tool for up- and cross-selling (marketing channel). At the same time, this leads to a closer integration of marketing, sales and customer service – an aspect that companies should increasingly include in their strategic and organisational planning. This enables personalised customer service that goes far beyond simple salutation by name. An example of this is personalised product recommendations, as used by platforms such as Amazon or Netflix. These companies analyse the click behaviour and preferences of customers in order to generate tailored product recommendations.
There are many ways to use new technologies in customer service. Learn how you can use automated technologies in your company.
Artificial Intelligence has revolutionised the world of customer service. Chatbots powered by AI can be available around the clock and answer customer queries in real-time. A prominent example is IBM’s chatbot called “Watson”, which can answer complex questions and is used in various industries, from banking to healthcare.
Customers and clients value the ability to resolve their concerns on their own. Companies offer self-service portals where customers can search for information, place orders and solve problems without direct human contact. A notable example is Apple’s self-service portal, where customers can make repair appointments, get warranty information and find help with their products.
By using predictive analytics, companies can anticipate their customers’ needs and act proactively. An example of this is the airline Delta, which uses data analytics to predict disruptions in flight schedules and notify passengers before flights are cancelled or postponed.
Customer Service 4.0 enables seamless communication across multiple channels. For example, customers can start a question via chat, then continue it via email and finally finish it by phone without having to repeat their information. Companies like Amazon are successfully implementing this multi-channel communication.
According to a study by PwC¹, the contact centre and CRM market as a whole is expected to grow moderately by 4.64% (CAGR) until 2024. The energy, utilities and telecoms sectors are expected to see the slowest growth rates, 1.8% and 1.6% respectively, as their offerings are subject to increasing automation. In contrast, the healthcare, financial services and public services sectors are gaining in importance. So despite all the technology and automation, the human touch remains crucial. Customers still value the personal interaction and expertise of human employees. The key is to integrate this interaction as seamlessly as possible into the cross-channel experience. Businesses should ensure that customers have the option to engage with a real human being at any time, whether by phone, live chat or in person.
Customer Service 4.0 offers companies the opportunity to better understand their customers, serve them more efficiently and strengthen customer loyalty. These opportunities are enabled by technologies such as Big Data, Artificial Intelligence and Self-Service Portals. Companies that use these innovative approaches can not only increase their efficiency but also take customer satisfaction to a new level. It is clear that Customer Service 4.0 is the future of customer service, and companies that invest in these technologies will gain a competitive advantage.
