How Digital Technologies Shape Customer Service

By Samuel Greengard  |  Posted 2016-05-13 Email

Customer service and support are undergoing a radical transformation. As a slew of digital technologies move into the mainstream—including chat, artificial intelligence (AI), screen sharing and analytics—the opportunities and challenges are greater than ever. Simply put, there's a need to boost efficiency while maintaining a human touch. A new report from Dimension Data, "2016 Global Contact Centre Benchmarking Report," takes a close look at this evolving space and offers insights into trends and best practices. It points out that digital volumes are on the rise and phone transactions are dropping, but there are also growing gaps between service delivery and customer expectations. "New contact channels are often designed in isolation with little involvement from the contact center," according to the report. "While new technology may be digital and automated, it isn't always working as well it might. It still needs people—that all-important 'human touch'—to design, program, review and amend." The findings are based on responses from 1,320 organizations in 81 countries.

Samuel Greengard writes about business and technology for Baseline, CIO Insight and other publications. His most recent book is The Internet of Things (MIT Press, 2015).

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