{"id":2074,"date":"2019-01-18T16:04:00","date_gmt":"2023-10-18T16:04:48","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2074"},"modified":"2023-10-18T17:35:40","modified_gmt":"2023-10-18T17:35:40","slug":"embrace-digital-service-revolution","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/embrace-digital-service-revolution\/","title":{"rendered":"Why You Need To Embrace The Digital Service Revolution. Right Now."},"content":{"rendered":"\n

Great service is not just about what a company does for its customers, but how it does it.<\/p>\n

Think of the last time you had to return an item and the store associate not only gave you a refund or credit with a sincere smile, but also some thoughtful suggestions of other products you might like instead. Or maybe you called into a contact centre and not only had your troubleshooting issue immediately resolved, but also without having to recount your entire history as one of the firm\u2019s customers.<\/p>\n

In this way, great service isn\u2019t just an essential ingredient to building a leading brand. Great service defines a brand — especially in an age where more of the customer experience is likely to occur through digital channels.<\/p>\n

As Salesforce Canada\u2019s Mark Aucoin points out in his eBook Embrace The Digital Service Revolution<\/a>, one of the unique aspects of meeting customers\u2019 expectations today may not be immediately obvious. It\u2019s this: Given that customers might need to interact with a company they\u2019ve purchased from via smartphone app, social media service, email or another touchpoint, great service is not just about \u201cdazzling\u201d them but making the process as easy as possible.<\/p>\n

Rather than having to figure out the best way to get the help or answers they need, what customers go through should be effortless — which, of course, may require considerable effort from the company in terms of planning and preparation.<\/p>\n

In the eBook Aucoin suggests companies start by defining their \u201cservice channel structure.\u201d In other words, looking at all the ways in which a company might engage with a brand based on whether it requires a \u201chigh touch\u201d (where you might have to have a live agent spend considerable time to resolve an issue), \u201clow touch\u201d or automated mechanisms such as chatbots and self-service portals that are basically \u201cno touch.\u201d<\/p>\n

Next, Aucoin recommends companies begin to plan their \u201cfuture state,\u201d based on the kind of scenarios that take place today, the customers\u2019 typical point of view and what risks might be involved if the service involves a lot of complications. <\/p>\n

Blending across digital channels <\/h2>\n

To get a sense of what this looks like in action, consider DAVIDsTea<\/a>, which has not only grown to more than 240 locations across the country but has developed a strong e-commerce offering as well. Supporting all those customers, however, means coordinating all the data available and responding in a timely manner.<\/p>\n

Using Service Cloud<\/a>, for example, the DavidsTEA team can always have the entire account history of a particular customer, which brings the kind of efficiency the company just couldn\u2019t achieve using manual spreadsheets.<\/p>\n

\u201cIf someone contacts us across multiple channels, Service Cloud will join up the dots so our team is supporting with one ticket, not five,\u201d said Catherine Laporte, Vice President, Marketing and eCommerce at DAVIDsTEA.<\/p>\n

Mastering the art of digital service doesn\u2019t just boost productivity at DAVIDsTea, but ensures it stays true to the one-to-one customer experience that\u2019s core to its culture. <\/p>\n

The more data you store, the better the service<\/h2>\n

Embracing digital service doesn\u2019t mean doing away with what\u2019s tried and true. In fact, much of Aucoin\u2019s eBook looks at how to give customers more choice in the way they engage with a company based on their needs. That\u2019s why one chapter is devoted to \u201ctraining customers\u201d in how service models evolve and maintaining strong communication throughout the process.<\/p>\n

In that respect, Montmagny Qu\u00e9bec-based Montel Inc.<\/a> may be the perfect case study. The firm, which manufactures and sells all manner of innovative storage solutions for healthcare, retail and other markets, has been careful to track service metrics at every step of its growth.<\/p>\n

According to Montel VP of Sales and Marketing J\u00e9r\u00f4me Doucet, this was challenging when it was a matter of managing myriad e-mail messages. Service Cloud, however, has changed all that.<\/p>\n

\u201cWe can ensure any issues are forwarded to the right department, and when a service ticket is closed, the relevant authorized Montel distributor is automatically notified,\u201d Doucet said.<\/p>\n

Montel doesn\u2019t stop there, however. By surveying customers regularly about their experience, Doucet and his team are gathering insight to guide the company\u2019s strategy, while also recruiting potential testimonials and referrals from the customers whose experience has become effortless. <\/p>\n

Your next steps to embrace digital service today<\/h2>\n

Once you start to treat customer service as less of a necessary evil and more as a sort of calling card for your brand, you\u2019ll realize the opportunity to stand out from competitors has never been greater.<\/p>\n

Download the full eBook, Embrace The Digital Service Revolution<\/a>, and see Aucoin explain:<\/p>\n