Can Technology Enhance Customer Service?

Written by Shawn Parr

Everything in environmental design is an opportunity to deliver. Yet for most brands the integration of technology remains a huge challenge. Consumers are becoming less forgiving and their rising expectations are forcing brands to become more innovative and adapt new technologies into their everyday business transactions.

Most brands are facing customer experience challenges

For most brands, customer service levels don’t deliver on expectations other channels such as mobile, marketing, and advertising are raising. Brands are getting better with integration and delivering a consistent message across channels, with social media helping them reach these goals. Yet the service experience lacks the same focus. Service levels are the most inconsistent and unaligned parts of brand delivery today.

Technology can align and activate customer service

Brands are looking to technology to aid solutions to their customer service woes and activate brand engagement. With mobile knitting the fabric of our society, it’s become a fundamental piece of brand strategy, and perhaps an innovative solution to this increasingly common problem.

A wearable technology that enhances the customer experience

THANKZ is an app that is revolutionizing communication and activating customer service by providing an elegant, direct and meaningful way to recognize someone for his or her good service. The wearable tech is an electronic name badge worn by customer-facing employees that’s self-aware. As a circuit board/bluetooth beacon, it’s constantly looking to be paired with a different device and instantly recognized by a smartphone app.

When an individual is thanked by a customer, the interaction can then be monitored by managers and leaders in real-time, who can respond appropriately with reward, recognition, praise or a specific brand-led incentive. This technology is an innovative and unique way for customers, clients, partners and suppliers alike to acknowledge, praise and applaud outstanding customer service via their smartphone devices, in an experiential and memorable way.

A software technology that humanizes digital communication

Vee24 is customer service software that facilitates live video chats. They’ve found a solution for people who prefer to manage tasks online, but are still looking for live human interaction when there’s a problem. Vee24 connects customers to service representatives via a live video feed, and as a result, the brand can offer the same level of personalized service that’s provided in-store. Brands like Audi, L’Oréal and Samsung that are at the forefront of utilizing technologies like this are able to deliver a consistent customer service experience — online as well as in-store.

Customizing the online shopping experience

The North Face recently launched an online customer service tool powered by conversation. Recognizing that the online shopping experience could provide a more personalized experience, the brand aimed to elevate their online shopping experience through a service inspired by the personal interactions of a salesperson. Their Expert Personal Shopper mimics the experience of speaking with an in-store salesperson, yet has one exponential benefit — massive data at its fingertips. Through a series of questions and answers, the Expert Personal Shopper provides personalized product suggestions that consider factors like store locations, product category, availability, past purchases and more. As data and technology continue to enhance the customer experience, it’s up to brands to think about how they can adopt best practices like this one to create more meaningful and cohesive brand experiences.

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