What does “good” service actually mean in the digital age?
The answer to this question is not an easy one. Today’s fickle customers want what they want when they want it. One minute they might want a human to answer the phone while another they wish to resolve an issue without any human interaction at all.
One way to answer the above question is to look at an industry that has stood at the forefront of customer service for centuries and is currently at the center of the customer experience battleground: the concierge. As brands attempt to appropriate the language of personalized and bespoke services, they are increasingly rebranding digital service capabilities a “concierge offerings.”
In digital marketing, leveraging analogies to reimagine products and services is a powerful tool. Analogies link the new and unfamiliar with the common and relatable. Studying the concierge, for example, reveals a range of ways that brands can use technology to amplify, preserve, and automate the human touch. However, while the concierge is a particularly powerful analogy, evoking this concept in digital must be done carefully.
By Rob Murray, Director of Consumer Intelligence, and Derek Kopen, Senior Associate Marketing Strategy & Analysis for SapientNitro in New York.