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How To Apply Great Customer Service Through Technology
By Fatima D. Lora, Assistant Editor

I recall a tweet from a man I follow: An Apple store associate was enthusiastic about showing him a new mPOS system that allowed shoppers a self-checkout option. The associate kept a smile on his face as he introduced the product to the customer. The man then replied, “You do realize this will replace you,” and the employee’s smile began to fade.

Similarly, when the new Bank of America (BoA) ATM machines were introduced, they also were sophisticated enough to replace many teller activities.  You won’t guess how many times the tellers asked if I had tried the service, and when I denied wanting to use it because of security concerns, they kept reassuring me that the service was safe and that many customers were already using it. I was left wondering why the tellers would push a technology that could cost them their positions.

Although I write about technology and am surrounded by it every day, I feel more retailers should invest in it, but also explain its benefits to the consumer and — most importantly — exactly how to use it. Once I gave in to the BoA ATM machines, I realized the importance of teaching consumers about the technology: I’ve seen people wait more than ten minutes behind others that don’t know how to use the machine.

Just because technology works for your company, don’t rule out the need to communicate how consumers can use the solution to speed customer service. Here are a few technology-related customer service tips:

·         Introduce the product/service: BoA should have offered a pamphlet or sent an email with details about the machine, its security features, and how to use it to deposit checks.

·         Monitor your customers: When faced with a technology question, many consumers prefer human interaction. For example, the BoA machines, as do all ATMs, have surveillance cameras that visually detect when something is suspicious. BoA could use this camera to monitor whether customers are having trouble using the new technology.

·         Offer surveys on the product/service: By conducting surveys, retailers can capture customer feedback on their products and services to better meet consumers’ needs. 

Additional tips from content on Retail TouchPoints include:

Getting It Right: Customer Service Is Key To Ensuring Loyalty
Start Delivering Amazing Customer Service; Stop Spending Money on Legacy Contact Centers
Seven Keys To Building A Next-Generation Customer Service Platform