chapter 9: customer service via technology · •9-1 recognize the extent to which customer service...
TRANSCRIPT
© 2012 by Robert W. Lucas
Chapter 9: Customer Service via
Technology
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© 2012 by Robert W. Lucas
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 e-mail, the Internet, and fax.
• 9-4 Deliver quality service through effective telephone techniques.
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© 2012 by Robert W. Lucas
The Role of Technology
• Customer service and technology
– Statistics
– Changes
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© 2012 by Robert W. Lucas
The Role of Technology
• Internet Users
http://www.clickz.com/type/stats/category/demographics
http://pewinternet.org/Infographics/2010/Generations-2010-Summary.aspx
http://pewinternet.org/Infographics/2011/Social-Side-of-the-Internet.aspx
Mobile users http://pewinternet.org/Infographics/2011/Generations-and-cell-phones.aspx
– http://pewinternet.org/Infographics/2010/Use-of-cell-phone-for-picture-and-video-by-age.aspx
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© 2012 by Robert W. Lucas
The Role of Technology
• Call centers
– Define
– High-touch customers versus low-touch customers
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© 2012 by Robert W. Lucas
Types of Technology
• Found in call centers
– Automated attendants
– Automatic call distribution system
– Automatic number identification
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© 2012 by Robert W. Lucas
Types of Technology
• Found in call centers
– Computer-aided telephone interview
– Computer telephony integration
– Fax machine
– Internet callback
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© 2012 by Robert W. Lucas
Types of Technology
• Found in call centers
– Internet telephony
– Interactive voice response
– Media blending
– Online information fulfillment system
– Predictive dialing system
– Screen pop-ups
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© 2012 by Robert W. Lucas
Types of Technology
• Found in call centers
– Speech recognition
– Teletype systems
– Video
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© 2012 by Robert W. Lucas
Technology and Customer Service
• Technology in customer service has:
– Advantages
– Disadvantages
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© 2012 by Robert W. Lucas
Strategies for High-Touch Customers
• Social networking
• MP3 and audio
• Push technology (texting)
• E-newsletters
• E-books
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© 2012 by Robert W. Lucas
Strategies for High-Touch Customers
• Webinars
• Satellite technology
• Telecommuting
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© 2012 by Robert W. Lucas
Technology Etiquette
• Email etiquette
• Fax
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© 2012 by Robert W. Lucas
Technology Etiquette
• The phone in customer service
– Tips for effective phone skills
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© 2012 by Robert W. Lucas
Technology Etiquette
• The phone in customer service
– Tips for effective phone skills
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© 2012 by Robert W. Lucas
Technology Etiquette
• The phone in customer service
– Using voicemail
– Taking messages