Customer service in the digital ageResponding to digital disruption and rising customer expectations |
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Background
In our previous paper, we outlined how organisations can start to become more customer-centric. Key to this approach was the need to understand and adapt to customer needs and behaviours as they change. Today, we find that consumers’ increasingly ‘digital’ lifestyles are altering traditional customer service models more than ever. In our previous paper, we outlined how organisations can start to become more customer-centric. Key to this approach was the need to understand and adapt to customer needs and behaviours as they change. Today, we find that consumers’ increasingly ‘digital’ lifestyles are altering traditional customer service models more than ever.
Key findings
With consumers spending more and more of their time online, social media, smart phones and tablet devices are being adopted faster than ever. Digital customers are now consuming content online and via mobile devices, at breakneck speeds. The sheer pace of technology-enabled change means that we need to explore the way customer service is currently delivered and reassess the role of traditional customer service models.
The recent London Olympic Games offered a prime example of how digital customer service and engagement are now core to the success of many service organisations. Commonly referred to as the first ‘digital games’, the London Organising Committee of the Olympic and Paralympic Games (LOCOG) redefined the Olympics experience for spectators by embedding online and mobile channels as an essential part of the journey for both ticket holders and the general public.
