Creating Intelligent Customer Service Experiences

As consumers, we value simple, practical support in our search for solutions. Of course, we expect to be served quickly, politely, and competently. About 84 percent of us trust other consumers’ experiences, but only 17 percent of us cite marketing messages alone for triggering a purchase decision 1 . Being able to access the Internet whenever and wherever we are has changed our expectations. We are no longer willing to wait on “hold” while a provider searches for answers, and we expect to have information at our fingertips. If we don’t get the information or service we expect, we hang up or click over to the competition. We will readily embrace a brand that exceeds our expectations or those of other customers.

Companies today are finding it more difficult to distinguish themselves from the competition based solely on price or quality. It’s the small, pleasant surprises in customer service that create loyalty and emotional commitment. Customer experience management, now more than ever, must be a top strategic business priority. Some 90 percent of decision makers think customer service management is one of the most important issues for businesses.

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