Chapter 7. Insight into emerging trends in customer service A peak into the future Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Learning objective 1:Gain insight into how customer expectations are changing In addition to insights into customer turnoffs, we should also be attuned to changing realities and relationships Three areas of change: Enhanced personalization Evolving customer demographics Increased transparency

Learning objective 2: Understand importance of personalization Technology helps build one-to-one relationships with Personalized products Customized messages Tracking individual customer behavior Stronger relationships can lead to better “share of the wallet”

Learning objective 3: Recognize social and economic shifts More demographic diversity More internal and external customer involvement in company decisions Increased demand for new and different products and services More mobility options Companies must be alert, innovative, and willing to change to meet changing customer demands

Learning objective 4. Apply new interactive options Interactive options (adaptive media) are Individually addressable and highly adaptive Interactive (two-way communication possible) Affordable and powerful Making things easier for customers

Learning objective 5: Recognize the consistent in customer service Some things remain the same Human touch that conveys caring, concern, competence Demand for fair value Need to satisfy customer needs, wants Need to build relationships Need to understand the future value of ongoing customers

Learning objective 6: Consider new interactive marketing options Examples: Use of data base info Gift reminders or automatic buying for future shipment Reminder postcards, emails Easy customer feedback systems Mobile apps

A final thought Personalize Adapt to new demographics The business landscape is ever-changing and market forces will demand adjustments Cultivate your company’s insight into the future of its customer service by considering opportunities to Personalize Adapt to new demographics Enhance transparency and trust Take advantage of broader mobility