FROM CUSTOMER SERVICE TO CUSTOMER CARE Bruce Minty, Product Marketing Manager
T
op companies are fast moving
sector achieve better customer outcomes.
technology, customers have become sav-
away from a simple ‘break/fix’
Businesses need to embrace this new model
vier and more demanding about how they
approach to customer service
so their staff have more access to real-time
want to interact through technology. The
to one in which they are in
service information, ensuring customers
report also notes that the practical busi-
an ongoing conversation and
are fully informed.
ness acknowledges customer experience
relationship with their clients.
innovation as the next frontier, and half Interestingly, Accenture forecasts that
of all consumer goods product investments
It’s a powerful shift and importantly, they
technology will be a primary driver of
are likely to be directed towards improving
are using new tools to make this transition,
profitability and market differentiation in
the customer experience.
leveraging the insights technology can
every industry this year. Additionally, 89%
generate to improve the way they engage
of business leaders surveyed by Gartner
In order for field service businesses to offer
with and provide service to their customer
believe that customer experience will
superior customer service, smooth busi-
base. Machinery and equipment are sup-
be their primary basis for competition
ness processes need to be front of mind.
porting service companies in successfully
by 2016. The Gartner Top 10 Strategic
A company that has a software system
transitioning their focus from a ‘Customer
Predictions for 2015 and Beyond: Digital
in place that reduces laborious processes,
Service’ to a ‘Customer Care’ model.
Business Is Driving ‘Big Change’ report also
increases productivity and assists in the
emphasises that renewing the customer
execution of business management is going
experience is a digital priority.
to generate extra time for staff members
This shift in paradigm was a major dis-
to focus on the key business ingredient,
cussion point at the ‘Field Service USA
20
the customer.
Conference’ in California last year, which
Customer experience may be the most
highlighted how analytics, better collabora-
impactful area of innovation available to
tion in the field and access to high-quality
businesses today, according to Gartner.
There is also the well-known belief that
customer data will help business in the
With the rapid rise of personal digital
satisfied customers will attract new busi-