Digitalisation creates many opportunities for companies. However, customer service in particular, which has enormous potential due to digital transformation, is often neglected in this context. In customer service, for example, digitalisation offers the opportunity to address customers in a target-group-oriented manner and to maintain contact much more directly. New channels can be used to find out what customers think about your company and to significantly influence this opinion. Digital business models should also be used to better understand customers and influence their purchasing decisions, especially in the service sector. Those who exclude customer service from the digital transformation are giving away valuable potential and will be left behind by their competitors. Those who use digital business models intelligently for customer service gain a better understanding of their customers. This makes it possible to adapt the offer to the needs and increase customer loyalty.

Customer demands in the digital age

Nowadays, a website or a digital CRM are by far not enough to satisfy the customer. Even convincing products or an attractive price are not enough to win customers over and retain them in the long term. Because the digital transformation has greatly changed consumers, their demands and buying behaviour. Today’s customer is well connected and therefore gains considerable influence on the market. He is used to information and products being available at all times. Almost everyone owns a mobile device, through which they can obtain the desired solution at any time and any place. Today’s customers expect quick reactions and competent answers. This behaviour can increasingly be observed in all age groups. Leaving the customer on hold for a long time on the phone is no longer in keeping with the times. Real-time service is therefore essential in digital business models. Suitable advisory solutions are, for example, explanatory videos and service chats. But social media channels are also indispensable in digital business models for customer service. Customers no longer reach for the phone, but search for a solution via the internet and help each other there. These channels should be used to communicate with customers and offer solutions. Brand ambassadors are increasingly used to advise customers, explain a product in more detail or encourage them to buy. Customer service must also be available on mobile devices, for example through an app. Another very important aspect of digital business models in customer service is the customer experience. Customers not only inform themselves directly on the manufacturer’s website, but also on rating portals. Too many negative reports about service quality have a deterrent effect and can become a real problem.

How digital business models in customer service benefit from agility

The rapid pace of digitalisation goes hand in hand with rising customer demands. Customers expect their concerns to be dealt with quickly. Agility is an important prerequisite for meeting these high demands. An agile customer service wants to understand the customer in order to inspire him and deliver exactly the product he actually needs. Additional digital contact channels can significantly improve the customer experience and thus increase satisfaction. However, a far more important point for the digital business model in customer service is the organisation. An agile mind set of customer service representatives can revolutionise service much more than technology ever could. Because only when a team feels personally responsible for the customer is it able to implement a truly customer-oriented service. An agile corporate culture is very helpful in this context. Here, employees are given trust and a higher level of personal responsibility. In addition, the potential of individual employees is recognised and used intelligently.

Challenges for digital business models in customer service

In order to use digital business models for customer service in a target-oriented way, a holistic strategy is needed. One challenge here is, for example, to serve the different channels simultaneously and to integrate them in a logical interplay. Which channels are used depends above all on the respective target group and industry. You have to put yourself in your customers’ shoes to understand which channels they prefer in which situation. For a positive shopping and service experience, many customers are even willing to spend more money. For this, you should provide simple and solution-oriented self-service tools online, where the customer can, for example, find out about product information or delivery status and get answers to standard questions. At the same time, however, there must also be the possibility for personal communication, for example via telephone, chat or social media. Companies must provide their service staff with the right tools to access all relevant information at any time and thus respond quickly to all customer enquiries. In addition, consistent communication across all channels should be ensured. A high quality of experience is achieved through an interplay of various factors. An important role here is played by friendly contact at eye level, competent solutions, good accessibility and quick responses.

Using digital business models correctly in customer service

Those who use digital business models in customer service correctly improve the customer experience and remain competitive. However, some challenges have to be overcome in the process. Contact F&P if you also want to optimise your customer service with the help of digital business models. We will develop a holistic strategy tailored to your target group.

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