Customer service is changing the wo

Customer service is changing the world: Up close and global
by Mike Betzer, President of Relationship Te chnology Management at Convergys
Customer service has changed. Thirty years ago. for example, service was personal and familiar and when issues arose, they were typically handled
face to face with a local manager. Now. global corporations have
mill ions of customers. By using
customer service experts and the latest technology, these companies
10 were able to focus on dealing with their bread-and-buner business. The thinking was that by refocusing in this way, productivity and innovation would increase, enabling organisa-
15 lions LO bring new products to market more quickly.
This approach generated its share of bad press. It took many customers
a long time to get used to speaking
20 Lo customer scrv ice representatives based i 11 other parts of the world or mechanical systems that didn't offer the right choices.
A new approach was called for.
25 Businesses needed Lo adapt locally in order 10 capital ise globally. They needed 10 take the traditional,
personal approach and apply it to their customer service strategy
30 across the world. They needed to get personal while operating on a global
scale. For example, confectioner Thornton's listened to customer fee dback and developed a more
35 personal service, using a new gift service 10 drive sales of its high­
end products.
Companies need to use all their resources effect ively. The fam il iarity
40 of technology today means custom­
ers no longer recoil from voice and
touch automated services, as long as they meet their req uirements, whether they are requesting account
45 statements or need to replace a broken phone. The response also has to be personal . This means
pre-empting the customer's needs and acting intuitively to minimise
50 the time they spend on the phone.

This is where the customer insight, mentioned above, coupled with the means to deploy this with the front line, comes in.
55 Companies need to collate and analyse the huge amounts of customer data they store. creating a central repository that can build profiles of customers. Using insights
60 into their location, previous purchases, personal data and other information, customer management systems can react as soon as a cus­
tomer contacts the business. A bank
65 customer rings an automated number and is prompted to enter an account
number. Triggered by the unique number, the technology 'knows· what services the caller already has,
10 what issues they may have inquired about in the past, and then builds a profile of the customer and offers choices or remedies to suit their individual needs. Behind all Lhis waits
15 an agent, monitoring several cal ls. Should a customer become irate or frustrated , the agent· can intercede and provide a valuable human contact, knowing exactly what the customer is
so trying to achieve.
Using analytics can be the differ­
ence between a positive and a negative experience for the customer. Yet businesses often don't make the
85 best use of these insights. Companies seem happy to rely on canned, scripted responses, poorly trained agents and clunky systems to deliver customer services. It's therefore no
90 surprise that so many people have horror stories. While 30 years ago, word may never have leaked out about a poor customer service inci­
dent, now it can be found as easily as
95 searching on Google. What companies need to remember is that maintaining, or perhaps even
acquiring, an outsourced customer service infrastructure could be the
1oodifference between maintaining a cadre of loyal customers during the downturn and being first off the line when the race restarts, and being left behind. Outsourcing like this is not
10s an indulgence; it is a crucial part of business.
If companies pay lip service to customers, whether consumer or business, they run the risk of missing
110 out on valuable profits; those that value their customers and view them not only a source of revenue but also a means to improve as a business can
reap the rewards. They can secure
115 continuous business as well as posi­
tive word of mouth by keeping things personal when working globally.

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Kei te huri te ratonga kiritaki te ao: Up tata, me te ao
i Mike Pehere, te peresideni o Te Whakahaere Honohononga chnology i Convergys
ke ratonga Kiritaki kua. E toru tekau tau ​​ki muri. hei tauira, ko whaiaro, me te maheni ratonga me ka whakatika take, i te nuinga mirimiria ana e ratou
kanohi ki te kanohi ki te kaiwhakahaere rohe. Na. corporations ao i
katote mira o kiritaki. Mā te whakamahi i
ngā tohunga ratonga kiritaki me te hangarau hou, enei kamupene
10 i taea ki te arotahi ki runga i te pā ana ki to ratou mahi taro-a-buner. Ko te whakaaro e na roto i te faatumu i tenei ara, hua me te auahatanga e faarahi i, faatupu organisa-
15 raiona LO kawe hua hou ki te mākete hohoro atu.
hangaia tenei huarahi ona wahi o pēhi kino. Ka mau te reira i maha kiritaki
i te wa roa ki te kia whakamahia ki te korero
20 Nana māngai kiritaki scrv tio e hāngai ana i 11 atu wahi o te ao nei e aore pūnaha aunoa kihai i te whakahere i te mau ma'itiraa tika.
huaina tētahi huarahi hou i hoki.
hiahiatia 25 Pakihi Nana urutau rohe i roto i te raupapa 10 whakapaipai ise ao. E hiahiatia ana e ratou 10 tangohia te tuku iho,
huarahi whaiaro, me te faaohipa i te reira ki to ratou rautaki ratonga kiritaki
30 puta noa i te ao. E hiahiatia ana e ratou ki te tiki whaiaro i whakahaere i runga i te ao
tauine. No te hi'oraa, confectioner o Thornton whakarongo ki te utu kiritaki dback ka whakawhanakehia he ake
mahi 35 whaiaro, mā te whakamahi i te mea homai noa ratonga 10 puku hou hoko o ona tiketike
hua mutunga.
Me ki te whakamahi i te katoa o ratou pānga rauemi ively Kamupene. Ko te iarity fam il
o te hangarau tikanga tenei ra 40 ritenga
vetahi heoi ano e utu i te reo, me te
ratonga e pa aunoa, rite te roa rite te whakatau ratou o ratou uirements Rahu, ahakoa kei te tono ratou pūkete
45 tauākī ranei Me ki te whakakapi i te waea pakaru. Hoki ki te kia whaiaro te pahonoraa. Tenei te tikanga
taunaha i mua i-hiahia o te kiritaki me te mahi aroā ki te whakaiti i
50 te wa noho ratou i runga i te waea. Ko tenei te wahi ki te matauranga kiritaki, whakahuatia i runga ake, i honoa e ki te rave'a hora i tenei ki te aho mua, mai i roto i. Me 55 Kamupene ki te whakahiato, tātari i te moni nui o te kiritaki raraunga rokiroki ratou. te hanga i tētahi pātaka pokapū e taea te hanga pūkete o kiritaki. Mā te fakakaukau 60 ki to ratou wāhi, hoko o mua, raraunga whaiaro me ētahi atu mōhiohio, ka taea e ngā pūnaha whakahaere kiritaki rite hohoro huru rite te cus hoapā tomer te mahi. He pēke mowhiti 65 kiritaki he maha aunoa a te ue'i ki te tomo i te pūkete tau. Pōreareatanga e te tau ahurei, te hangarau 'mohio · he aha ngä ratonga te kaiwaea kua he, 10 ta take ai ratou i ui e pā ana ki i roto i te mua, a ka hanga i te kōtaha o te kiritaki me te tuku kōwhiringa ranei rongoā ki ō rātou matea takitahi. I muri Lhis katoa tatari 15 he kaihoko, te aroturuki e rave rahi ls cal. Me te kiritaki hei nohohi pōkaikaha ranei, · te kaihoko e taea inoi me te whakarato i tētahi whakapā tangata tino, mohio rite te mea kei te te kiritaki kia ngana ana ki te whakatutuki i. taea e Mā te tātaritanga te rerekē ohipa i waenganui i te pai, me te wheako kino mo te kiritaki. Otiia pakihi maha e kore e hanga i te whakamahi 85 pai o enei mau mana'o. Kamupene mea koa ki te whakawhirinaki i runga i, whakautu kēne hōtuhi, āpiha painga whakangungua me ngā pūnaha clunky ki te whakaora ratonga kiritaki. Na te reira i kore 90 ohorere e whai na taata e rave kōrero wehi. Ahakoa 30 tau ki muri, kia kore i patai kupu i roto i pā ana ki te ratonga kiritaki inci rawakore peresideni, teie nei e taea te kitea te reira rite ngāwari rite 95 rapu i runga i Google. Eaha te kamupene Me ki te mahara ko e te pupuri, pea ara ranei whiwhi, i taea e te Outsourced hanganga ratonga kiritaki kia te 1oodifference i waenganui i te whakaū i te cadre o kiritaki mateaki i roto i te hekenga me te te tuatahi atu te aho, ka i mahue nga tīmatanga anō iwi, a muri. E kore ko te raritet rite tenei 10s he taikaha; he mea ha konga mahu'inga o te pakihi. Ki te utu i kamupene ratonga ngutu ki kiritaki, ahakoa kiritaki pakihi ranei, rere ratou te mōrea o ngaro 110 i roto i runga i hua tino; te hunga e haafaufaa ratou kiritaki, me te tiro ia ratou e kore anake te puna o te moni, engari ano hoki i te tikanga ki te whakapai ake ano e taea te mahi e kokoti i te utu. Ka taea e ratou te mau 115 pakihi tonu posi me te kupu e rave'a maori o te mangai i te haapa'oraa i mea whaiaro, ka mahi ao.