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Enhancing Customer Service the Digital Way

TMCnews Featured Article


October 06, 2014

Enhancing Customer Service the Digital Way

By Lavanya Rathnam, TMCnet Contributing Writer


Customer service is evolving as technology impacts the way businesses interact with customers. Today, there are many online retailers that extensively use the Internet and social media to reach out to customers. The good news for these online retailers is that technological advancements have enhanced customer service in a big way by giving customers a personalized experience every time.


A case in point is Amazon.com (News - Alert), the online retailer that gives recommendations to customers based on their past purchases and site browsing history. These recommendations add a personal touch to the shopping experience and it makes customers feel special and appreciated. This is similar to what a customer gets when he or she walks into a familiar small-business store. The owner knows every customer and offers him or her the products that match the interest of the individual. In this sense, the gap between in-person customer experience and digital experience is closing, according to Shep Hyken of Business2Community.

Such personalized customer service is sure to give a big boost to online retailer's existing advantages over in-store shopping. To make the most of this advantage and also to improve customer relationship and loyalty, it is important for digital players to have a comprehensive digital strategy based on the vision and value proposition of the company. Under this strategy, every point of customer contact such as social media, mobile apps and websites should be tuned to provide the best customer interaction and experience. To achieve this objective, it has to choose the right technology and make investments in the right avenues. Such measures are essential to prevent wastage of resources and at the same time, it will enhance the experience of customers as they shop from a range of digital devices.

In short, online retailers have the option to narrow the gap that exists between digital and in-store shopping provided they use the right strategy and technology. 




Edited by Alisen Downey







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