The challenges of a Chief Service Officer in 2017
Chief Service Officers (CSO) operate in a business environment that is continuously disrupted by technological advancements and behavioural changes. To survive and thrive in this new reality, it is essential for the CSO to develop a strategic vision that not only keeps the service organisation ahead of its competition, but is at the forefront of, and accommodates new developments. This blog looks at some key developments and how CSO’s can take advantage of these to future-proof their service business.
Personalised service thanks to a single customer view
Providing excellent service is the top priority of any service company. And ultimately, you hope that your customers will experience this when dealing with you. To serve your customers in the best possible way, you have to proactively respond to their needs and to do that, you need insight into their unique situation.
Today, many brands communicate with their customers and other stakeholders through various channels. All of these touchpoints contribute to the brand experience of your organisation. It is therefore important to ensure an unambiguous appearance across all of these different channels. Another key challenge is gaining an overview of all points of contact a customer has had with your organisation. To provide excellent service, you need to know what your customer has done or said in communication with your organisation across all these different channels. What you need is a single customer view.
A single customer view provides a consistent and unambiguous overview of all interactions that have taken place between a brand and a (potential) customer. This includes detailed customer profiles, social media interactions, chat sessions, e-mail traffic, payment history, faults, orders and all other relevant customer data.
Achieving a single customer view without the support of adequate systems is impossible to achieve. The challenge for the CSO is to find the right system and to develop a strategic plan about the way in which the organisation can realise and implement the single view of the customer to achieve service excellence.
Having a single customer view will enable your business to meet your customers’ needs exactly, and this won’t go unnoticed by the customer.
Predictive maintenance with the Internet of Things
Thanks to technological developments, service organisations can make huge improvements to their service delivery. When your products and equipment are fitted with sensors and other technology using the that indicate when a part needs to be replaced or maintained using the Internet of Things, your service teams can save time and effort and disruption to the customer will be minimised. A problem can thus even be prevented from a distance before a service employee needs to be involved. This guarantees the continuity of service and ensures your customer’s business doesn’t suffer from any equipment related down-time. And, of course, your ability to provide customers with proactive service will have a positive impact on customer satisfaction levels.
New and emerging developments go far beyond this. Consider, for example, the impact that the use of drones or the use of a HoloLens could have on your service employees. All these developments provide you with the opportunity to truly future-proof your service organisation.
Make sure you develop a vision on this before you miss the boat and your competitors will overtake you.
The ideal application landscape
To be able to provide your customers with excellent service, you need the right tools to support you. With the help of new and emerging technologies, you can provide your customers with personal and proactive service, but you need decided how you want your organisation’s application landscape to look.
You’ll have to decide whether you want to install applications locally or deploy them through the cloud. By working in the cloud, you take a step towards flexibility and mobility. The Bring Your Own Device (BYOD) principle also comes into play here. Thanks to applications in the cloud, employees have access to up-to-date information on customers and products and can provide service at any time and location.