The role of contact centers (for service) and customer service departments is shifting towards the center of the organization and value creation. Customer engagement, the customer experience, frictionless interactions and case handling, customer service quality overall and the changing expectations of customers have created an unprecedented momentum for change.
Digital technologies, the need to differentiate, urgent cost efficiencies and customer behavior have added to this momentum in which the customer experience is becoming increasingly important.
The key role and changing face of customer service – and thus of customer service departments and contact centers – isn’t new. However, in recent years there have been many changes and evolutions leading to current transformations.
In 2010, Joseph Jaffe published his famous customer service manifesto, emphasizing how customer service has become the new marketing and is not just about service in the traditional sense anymore. In 2008, Pete Blackshaw published “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today’s Consumer-Driven World”, emphasizing what had become clear in previous years: in this consumer-driven and connected world things were changing. And many years before that and before the advent of social, the crucial role of the customer experience, and along with it, customer service (which is not the same) for the future growth of businesses was emphasized by several experts.
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