1. Chapter 9: Customer Service via Technology

2. Learning Outcomes
9-1 Recognize the extent to which customer service is facilitated by the effective use of technology.
9-2 Use technology to enhance service delivery capabilities.
9-3 Communicate effectively via , the Internet, and fax.
9-4 Deliver quality service through effective telephone techniques.
This chapter discusses the advantages of technology use in customer service and the impact of technology on customer service.

3. The Role of Technology Customer service and technology Statistics
Changes
LO 9-1
Role of technology in customer service
Has been increasing every year
76% of people in North America use the internet
Computers are smaller while being more powerful
We have become a 24/7 society
Shrinkage of call centers in the United States due to technology
For example, banking done online

4. The Role of Technology Internet Users Mobile users
Mobile users
LO 9-1
Role of technology in customer service
Has been increasing every year
76% of people in North America use the internet
Computers are smaller while being more powerful
We have become a 24/7 society
Shrinkage of call centers in the United States due to technology
For example, banking done online

5. The Role of Technology Call centers Define
High-touch customers versus low-touch customers
LO 9-1
The customer contacts call center or help desk
Phone
Customers can call 800 numbers for help
Customers can call 900 numbers for a fee if they need technical assistance
Customer care centers or help desks are now standard and expected by customers
High-touch customers
Despite technology, they want one-on-one help with someone face-to-face
Low-touch customers
Refers to people who prefer to serve themselves

6. Types of Technology Found in call centers Automated attendants
Automatic call distribution system
Automatic number identification
LO 9-2
Types of technology
Usually found in call centers
Automated attendants
A person’s voice picks up the phone and a customer is asked to select from a variety of options so they are routed to the right place
Automatic call distribution system
Routes incoming calls to the next available agent
Automatic number identification
Form of caller ID so customers can be correctly routed when they call

7. Types of Technology Found in call centers
Computer-aided telephone interview
Computer telephony integration
Fax machine
Internet callback
LO 9-2
Types of technology
Usually found in call centers
Computer-aided telephone interview
Allows companies to do automatic phone surveys of customers
Computer telephony integration
Integration of phone, fax and computer for a customer service agent so they can easily look up a customer’s information
A system that would allow someone in a call center to automatically send an with requested information to the customer
Fax machine
Similar to , but allows a customer service person to send information and images via a fax machine
Internet callback
Allows customers to click on “call me now” and that information is routed to the call center and the customer is called

8. Types of Technology Found in call centers Internet telephony
Interactive voice response
Media blending
Online information fulfillment system
Predictive dialing system
Screen pop-ups
LO 9-2
Internet telephony
Voice communications over the internet
Interactive voice response
Allows customers to call and get information using voice recognition or by pressing numbers on their phone
Media blending
Allows customer service to communicate with the customer at the same time his/her computer screen shows to the agent (or vice versa)
Online information fulfillment system
Allows customer to click on website and obtain desired information
Predictive dialing system
A system that automatically places calls to the next available agent
Screen pop-ups
When information about a customer pops up before the call comes in
Information such as past order, phone number, etc.

9. Types of Technology Found in call centers Speech recognition
Teletype systems
Video
LO 9-2
Speech recognition
Allows a system to recognize key words and input that data into a system to obtain the data the customer has requested
Teletype systems
A typewriter device that is used to type messages and then send them via phone
Video
Allows agents and customers to interact via video

10. Technology and Customer Service
Technology in customer service has:
Advantages
Disadvantages
LO 9-2
Advantages and disadvantages of technology
Disadvantages
Expensive for up-to-date equipment
Must have people trained on how to use the equipment
Can result in job loss
Can create increased stress levels
Customers expect immediate response, so down systems create a customer issue
Hold times for customers
Telemarketing and privacy issues
Protection of credit card and other personal information
Advantages
World customer base
Customer doesn’t know how small a company is, or if it is run out of a home
Can save employees from having to do mundane tasks
Convenient

11. Strategies for High-Touch Customers
Social networking
MP3 and audio
Push technology (texting)
E-newsletters
E-books
LO 9-3
Strategies for high-touch customers
Social networking
Free and widely accepted form of sharing information
Facebook, Twitter
Can let customers know of new products
An excellent low-cost marketing tool
MP3 and other audio
Audio materials developed to go with other materials an organization is selling
Push technology/text
Targeted text messages being sent offering customers a discount or other special offer
E-newsletters
Information about products, services or information ed to customers
E-books
Similar to e-newsletters
Offers free information to customers, such as research accessible through their website or other means

12. Strategies for High-Touch Customers
Webinars
Satellite technology
Telecommuting
LO 9-3
Webinars
Scheduled programs that might be posted to a company’s website
Satellite technology
For example, On-Star service provides a variety of services to customers, including restaurant location and emergency help
Telecommuting
A concept where employees work at home for a set number of days per week (or working from home entirely)
Allows for flexibility

13. Technology Etiquette Email etiquette Fax LO 9-3
Technology etiquette and strategies
etiquette
Avoid using acronyms (e.g. ttyl = talk to you later) that customers may not know
Proofread and spell check
Think before writing
Use short and concise sentences
Use upper and lowercase letters
Use proper punctuation
Don’t use your personal account on company property
Copy people only when necessary
Get permission to send promotional materials
Use emoticons sparingly
Fax etiquette
Be considerate of the time when you send a fax
Limit graphics
Consider privacy

14. Technology Etiquette The phone in customer service
Tips for effective phone skills
LO 9-4
The phone in customer service
Telephone usage continues to be an important part of business
Tips for effective phone skills
Speak clearly
Limit jargon and slang
Adjust your volume
Speak at a rate that people can comprehend
Use voice inflection
Use proper grammar
Pause occasionally
Smile
Project a positive image
Wait to speak
Be an active listener
Use proper body posture
Be prepared
Speak naturally
Be time-conscious
Be proactive
Conclude professionally
Eliminate distractions
Answer quickly
Use formal titles
Ask questions
Use speakerphones with caution
Use call waiting appropriately

15. Technology Etiquette The phone in customer service
Tips for effective phone skills
LO 9-4
The phone in customer service
Telephone usage continues to be an important part of business
Tips for effective phone skills
Speak clearly
Limit jargon and slang
Adjust your volume
Speak at a rate that people can comprehend
Use voice inflection
Use proper grammar
Pause occasionally
Smile
Project a positive image
Wait to speak
Be an active listener
Use proper body posture
Be prepared
Speak naturally
Be time-conscious
Be proactive
Conclude professionally
Eliminate distractions
Answer quickly
Use formal titles
Ask questions
Use speakerphones with caution
Use call waiting appropriately

16. Technology Etiquette The phone in customer service Using voicemail
Taking messages
LO 9-4
Using voic
Have an appropriate outgoing message
Know what you are going to say on a voic
Avoid telephone tag by leaving important information on voic
Take professional messages
Name (correctly spelled; ask caller for spelling)
Company name
Phone number (with area code and country code, if appropriate)
Brief message
When call should be returned
Time and date of the call and your name