Next step in customer service?

There are all sorts of ways to deliver on the promise of better customer service but one of the best has to be video calling. The writer, Emily Glazer of the WSJ, discusses the value of using video technologies to deliver such things as guitar lessons over the Internet. Extending that concept, enabling simple face to face communications over the Web between customers and a company’s support representatives will become (I bet) a major, and cheap, force for increasing customer retention.  I think it boils down to one basic tenet, and that is, humans behave better when they look someone else in the eye.

The battle triggered by Google’s position that anonymity should be banished from the Internet (yes, I simplified their stance a bit) has shifted to the back pages.  However, the rampant and depressingly low form of human discourse on the Internet, that motivated Google to attempt to force users to reveal their true identities on Google Circles, still exists. This is a longstanding challenge of human interaction; the effectiveness and tone of communication between two parties are inversely proportional to the physical distance that separates them.  Not being able to see the other person seems to add another exacerbating variable.

I know it’s been attempted in various industries and has met with some success but now that laptops, tablets, and smart-phones are video-enabled, I think we’ll come to expect and accept as the norm  to engage company representatives in a face to face manner. This will likely result in some very positive benefits for society:

  • more civil customer and client communications, with more accountability on both sides
  • less interaction too, since clients might think twice and might actually consider ways to resolve issues themselves before engaging with Support

About Peter Armaly
I get jazzed by automation, big data, and blockchain tech. Business, technology, and fitness are things I understand. Scotch, wine, food, and fiction are things I appreciate.

2 Responses to Next step in customer service?

  1. Robert Alvarez says:

    As long as corporations can afford the added bandwidth that is required for all of that video.

    • Peter Armaly says:

      True, but isn’t bandwidth getting cheaper by the day? I know at Eloqua, where I’m at now, we’re encouraged to video conference for all of our meetings involving remote employees.

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