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Kolsky Challenges Customer Service Conventions: The Case for Single Channel Excellence
Editor’s note: Part of our mission here on the Desk.com blog is to share a diversity of opinions about customer experience as well as follow the evoloving customer service industry. We wanted to share this Op/Ed piece from noted industry leader, Esteban Kolsky. While it’s a controversial point of view for some, we thought it was an important discussion to have and we wanted to have it here. We invite you to to read this piece, share your point of view and also let us know of discussions you’d like to see here on our blog.
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Some time ago – well, early August while at CRM Evolution – I was invited to participate in a panel at the Customer Service Experience sub-conference. The panel was moderated by Daniel Hong of Ovum fame, and we were discussing the future of Customer Service in a complex multi-channel and cross-channel world. I was told to be on my best behavior – which to me means to contradict common wisdom with data.
So I did.
There are two trends in customer service today that are changing the way we work: the rise of social channels and push for multi-channel and cross-channel contact centers.
On one hand, the use of social channels in customer service is skyrocketing. According to recent research conducted by thinkJar and KANA (that is me, in case you were wondering), 86% of organizations have deployed at least one or more social channels for customer service. There are many case studies on how well (or rather, how poorly) it is doing as well as tests, pilots, and beta programs to try to figure out how to make it work – also with mixed results.
On the other hand, the rise of multi-channel contact and the emergence of cross-channel management are forcing companies to focus on many channels, try to learn about each and how to leverage, integrate, and make them all work as one (more data in the same report). This is forcing companies that potentially never had a good-enough solution for one channel to cover two-to-ten times more channels with a very limited set of resources (people, time, and money).
Read the entire Esteban Kolsky article
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