Professor defines next-gen customer service

When Professor Mary Lou Roberts refers to next-generation services, it has nothing to do with wireless data. However, in today’s crowded wireless arena, most carriers definitely want to approve the service type she speaks of – specifically, customer service.

In a recent presentation, Roberts defined next-generation customer service as consistent service across communication channels and customer-facing departments. She said next-generation customer service will blur the lines between the marketing, sales and customer service departments. In other words, although the traditional departmental titles probably will remain, real-life functions will overlap.

According to Roberts, companies will have to decide what customers want and compare that to what they are really getting before they are able to offer superior service. She cited a recent research finding that 45% of the surveyed customers want timely responses to inquiries, 22% want informative content and 17% want a real person to answer inquiries.

Roberts also noted a disconnect between the channels most used by companies and the channels customers prefer. She said recent research has shown that customers prefer to communicate through online chat and instant messaging. However, most companies predominantly communicate with customers via the telephone, e-mail, in person or through a Web site.

However, customers are not the only ones who stand to benefit from the implementation of chat and messaging channels for customer service. These forms of communications are said to be less costly than telephone service.

Roberts cited a 1999 Forester report that puts the cost of customer service via telephone at $33, via e-mail at $9.99 and chat at $7.80.