2 Learning Outcomes9-1 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 ChangesLO 9-1Role of technology in customer serviceHas been increasing every year76% of people in North America use the internetComputers are smaller while being more powerfulWe have become a 24/7 societyShrinkage of call centers in the United States due to technologyFor example, banking done online
4 The Role of Technology Internet Users Mobile users Mobile usersLO 9-1Role of technology in customer serviceHas been increasing every year76% of people in North America use the internetComputers are smaller while being more powerfulWe have become a 24/7 societyShrinkage of call centers in the United States due to technologyFor example, banking done online
5 The Role of Technology Call centers Define High-touch customers versus low-touch customersLO 9-1The customer contacts call center or help deskPhoneCustomers can call 800 numbers for helpCustomers can call 900 numbers for a fee if they need technical assistanceCustomer care centers or help desks are now standard and expected by customersHigh-touch customersDespite technology, they want one-on-one help with someone face-to-faceLow-touch customersRefers to people who prefer to serve themselves
6 Types of Technology Found in call centers Automated attendants Automatic call distribution systemAutomatic number identificationLO 9-2Types of technologyUsually found in call centersAutomated attendantsA 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 placeAutomatic call distribution systemRoutes incoming calls to the next available agentAutomatic number identificationForm of caller ID so customers can be correctly routed when they call
7 Types of Technology Found in call centers Computer-aided telephone interviewComputer telephony integrationFax machineInternet callbackLO 9-2Types of technologyUsually found in call centersComputer-aided telephone interviewAllows companies to do automatic phone surveys of customersComputer telephony integrationIntegration of phone, fax and computer for a customer service agent so they can easily look up a customer’s informationA system that would allow someone in a call center to automatically send an with requested information to the customerFax machineSimilar to , but allows a customer service person to send information and images via a fax machineInternet callbackAllows 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 responseMedia blendingOnline information fulfillment systemPredictive dialing systemScreen pop-upsLO 9-2Internet telephonyVoice communications over the internetInteractive voice responseAllows customers to call and get information using voice recognition or by pressing numbers on their phoneMedia blendingAllows 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 systemAllows customer to click on website and obtain desired informationPredictive dialing systemA system that automatically places calls to the next available agentScreen pop-upsWhen information about a customer pops up before the call comes inInformation such as past order, phone number, etc.
9 Types of Technology Found in call centers Speech recognition Teletype systemsVideoLO 9-2Speech recognitionAllows a system to recognize key words and input that data into a system to obtain the data the customer has requestedTeletype systemsA typewriter device that is used to type messages and then send them via phoneVideoAllows agents and customers to interact via video
10 Technology and Customer Service Technology in customer service has:AdvantagesDisadvantagesLO 9-2Advantages and disadvantages of technologyDisadvantagesExpensive for up-to-date equipmentMust have people trained on how to use the equipmentCan result in job lossCan create increased stress levelsCustomers expect immediate response, so down systems create a customer issueHold times for customersTelemarketing and privacy issuesProtection of credit card and other personal informationAdvantagesWorld customer baseCustomer doesn’t know how small a company is, or if it is run out of a homeCan save employees from having to do mundane tasksConvenient
11 Strategies for High-Touch Customers Social networkingMP3 and audioPush technology (texting)E-newslettersE-booksLO 9-3Strategies for high-touch customersSocial networkingFree and widely accepted form of sharing informationFacebook, TwitterCan let customers know of new productsAn excellent low-cost marketing toolMP3 and other audioAudio materials developed to go with other materials an organization is sellingPush technology/textTargeted text messages being sent offering customers a discount or other special offerE-newslettersInformation about products, services or information ed to customersE-booksSimilar to e-newslettersOffers free information to customers, such as research accessible through their website or other means
12 Strategies for High-Touch Customers WebinarsSatellite technologyTelecommutingLO 9-3WebinarsScheduled programs that might be posted to a company’s websiteSatellite technologyFor example, On-Star service provides a variety of services to customers, including restaurant location and emergency helpTelecommutingA 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 strategiesetiquetteAvoid using acronyms (e.g. ttyl = talk to you later) that customers may not knowProofread and spell checkThink before writingUse short and concise sentencesUse upper and lowercase lettersUse proper punctuationDon’t use your personal account on company propertyCopy people only when necessaryGet permission to send promotional materialsUse emoticons sparinglyFax etiquetteBe considerate of the time when you send a faxLimit graphicsConsider privacy
14 Technology Etiquette The phone in customer service Tips for effective phone skillsLO 9-4The phone in customer serviceTelephone usage continues to be an important part of businessTips for effective phone skillsSpeak clearlyLimit jargon and slangAdjust your volumeSpeak at a rate that people can comprehendUse voice inflectionUse proper grammarPause occasionallySmileProject a positive imageWait to speakBe an active listenerUse proper body postureBe preparedSpeak naturallyBe time-consciousBe proactiveConclude professionallyEliminate distractionsAnswer quicklyUse formal titlesAsk questionsUse speakerphones with cautionUse call waiting appropriately
15 Technology Etiquette The phone in customer service Tips for effective phone skillsLO 9-4The phone in customer serviceTelephone usage continues to be an important part of businessTips for effective phone skillsSpeak clearlyLimit jargon and slangAdjust your volumeSpeak at a rate that people can comprehendUse voice inflectionUse proper grammarPause occasionallySmileProject a positive imageWait to speakBe an active listenerUse proper body postureBe preparedSpeak naturallyBe time-consciousBe proactiveConclude professionallyEliminate distractionsAnswer quicklyUse formal titlesAsk questionsUse speakerphones with cautionUse call waiting appropriately
16 Technology Etiquette The phone in customer service Using voicemail Taking messagesLO 9-4Using voicHave an appropriate outgoing messageKnow what you are going to say on a voicAvoid telephone tag by leaving important information on voicTake professional messagesName (correctly spelled; ask caller for spelling)Company namePhone number (with area code and country code, if appropriate)Brief messageWhen call should be returnedTime and date of the call and your name
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