Digital Customer Service. Rick DeLisi

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       In Chapters 2 and 3 we will explore the evolution of service over the past decade, and the corresponding evolution of customer expectations and psychology.Why do so many customers have a negative bias against customer service, how does that impact their online behaviors – and what can companies do to overcome this negative predisposition?How did the advent of self-service lead to the unexpected consequence of setting a course of an ever-increasing demand for more and better digital experiencesBy understanding why customer psychology and behaviors have been transforming, it becomes that much more clear why you have to transform.

       Chapter 4 provides us with a common language and vocabulary for understanding the benefits of transforming to DCS. The integration of OnScreen Communication, OnScreen Collaboration, and OnScreen Automation in the DCS platform will be described in full detail.

       Chapters 5–7 are a step-by-step guide for how to move away from a service-operation-centered phone interactions that are disconnected from the digital experience – by focusing on three strategic areas:Process – how to get started with DCS and accelerate your progressPeople – how DCS changes the way your people work, and the satisfaction they get from their jobsPositioning – how DCS gives your company a competitive advantage and positions service as a true differentiator

       Everyone comes out a winner. The transformation to DCS creates benefits for all – for companies, their customers, their service teams, and those who lead them.

       Don't focus on channels; the goal is seamlessness. DCS isn't about adding new digital channels to service, it's about creating digital customer journeys that move customers from self-service to agent-assistance in ways that are seamless and effortless for both the customer and the agent.

       You must meet your customers where they are (x3!). While DCS enables customers to contact a company any way they like, it also meets them in two other ways: in the middle of the journey they have already started, and within their own personal transformation to living in an on-screen world.