Chapter 7 Nash SlideShare

1. Insight Into Emerging Trends
in Customer Service
Chapter 7

2. Customer Service, 5e
Paul R. Timm 2
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
One-size-fits-all no longer accepted and
general demographics are shifting
 Personalization-part of adapting to demand.
 Technology-allows customization.
 Globalization-due to easier than ever access to far
off vendors and markets.

3. Customer Service, 5e
Paul R. Timm 3
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Adjust to technology shifts
 Keep up with products and services
 Take advantage of opportunities for
 Interaction
 Relationship building

4. Customer Service, 5e
Paul R. Timm 4
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Customer Demographics-getting insights on the population

5. Customer Service, 5e
Paul R. Timm 5
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Drilling down with Tapestry Segmentation-
“personalities” of the area
http://mesabao93.esri.com/BAO93/previousorder.map?ReadPDF=
dt_site_fy__13602405997301A473248-EFF7-2200-4A72-
7CE8E16495BF.pdf
http://redlandsbaoapp1.esri.com/ZipCodeLookup/Default.aspx

6. Customer Service, 5e
Paul R. Timm 6
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 More personalized through technology-
precision marketing online adds
 Tailored to individuals- point of sale data and
‘cafeteria plans’
 Available on a wide scale-relational databases

7. Customer Service, 5e
Paul R. Timm 7
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Customer expectations
 Customer needs
 Buying power of diverse groups

8. Customer Service, 5e
Paul R. Timm 8
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Diversity of the workforce
Two income families
Baby boomers staying in the workforce
Disabilities have laws/regulations for access
Green and sustainability concerns
Information ready devices
Age cohorts pyramids are changing
Gender of the full time workforce is changing
How do these socio-economic shifts effect customer service?

9. Customer Service, 5e
Paul R. Timm 9
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Internet Shopping-eBay, Paypal,
Amazon, Craigslist, chat services
 Virtual Reality Shopping-grocery orders,
real estate, AK Air’s Jenny
 Interactive TV
Future services in the here and now…..

10. Customer Service, 5e
Paul R. Timm 10
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Ability to use technologies for 2-way
communication
 Individually addressable and adaptive
 Interactive
 Affordable and powerful
 Make things easier for people
 Keep up with shifting products, services
 Take advantage of opportunities for interaction,
relationship-building

11. Customer Service, 5e
Paul R. Timm 11
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Forrester’s
7 steps to technographics
http://www.cmswire.com/cms/customer-experience/social-crm-is-not-a-
strategy-but-you-do-need-a-strategy-to-succeed-018246.php
 Initiate social customer engagement experiments
immediately.
 Benchmark customer and prospect social readiness.
 Define your social customer objectives.
 Assess your social engagement capabilities.
 Understand the social solutions landscape.
 Map out your social capabilities-building plan.
 Define your metrics for success.

12. Customer Service, 5e
Paul R. Timm 12
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Demand for fair value
 Low tolerance for “bad profits”
 Seek products that meet individual needs

13. Customer Service, 5e
Paul R. Timm 13
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Nurture “promoters” who
 Eagerly recommend to friends
 Determine company’s long-term success
 Measure “net promoter score” (NPS)
 Gain customer share, not just market share

14. Customer Service, 5e
Paul R. Timm 14
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Most of the changes will be keeping up with
technology, but businesses will also have to
consider the changing demographics of their
customer base