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Whitepaper: Focusing on the Total Customer Service Experience
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A new more social customer is emerging and your organization needs to adapt. This new customer is frequently savvy, multi-channel, collaborative, and demanding. But there isn't just one profile that fits all customers - so if a company thinks that it understands all of its customers, caution is advised. The challenge to your organization is the requirement to interact with customers based on customer needs and desires, through the channels they choose. Social customer or not, companies should not lose sight of the fundamental requirements that surround supporting all customers. To best support these fundamentals, each company needs strategies and a framework that enables it to adapt and evolve in response to market changes and customer needs. While technology is frequently part of the framework, people and process need to drive the cultural and operational changes required to succeed.