Cambridge Business Association
Digital Technologies Raise the Stakes in Customer Service
Report

Digital Technologies Raise the Stakes in Customer Service

Dag Fredrik Bjørnland, François Boulard, Nicolas Harlé, Yair Lehrer and Franck Luisada
Boston Consulting Group, 2016
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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

When a customer with a problem reaches out to a brand, they want one thing: good customer service. But with a growing number of service channels available, it’s becoming more difficult than ever for companies to deliver that service. In this practical report, Dag Fredrik Bjørnland, François Boulard, Nicolas Harlé, Yair Lehrer and Franck Luisada of the Boston Consulting Group examine the impact of customer service upon businesses’ bottom lines and offer simple, effective explanations as to how using an “omnichannel” approach to service and improving the quality of digital and self-service channels helps customers and brands alike. getAbstract recommends this report to leaders in the areas of sales and customer service.

Summary

The increased number of available service channels makes it easier than ever before for customers to find the help they need. But at the same time, managing more service channels – including digital channels – makes it more difficult for companies to deliver top-notch, well-integrated customer service across all channels and to measure or come up with solutions for problems with service. Whether a brand provides “value for money, product satisfaction” or “emotional connection,” offering good service matters to a company’s bottom...

About the Authors

Dag Fredrik Bjørnland, Nicolas Harlé and Franck Luisada are managing directors at the Boston Consulting Group, where François Boulard is a senior adviser. Yair Lehrer is portfolio marketing manager at NICE Systems.

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