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Posted by Diane Clarkson on August 24, 2011
There is growing urgency among eBusiness leaders to consider the impact of agile commerce on customer service. In the weeks since my colleague Brian Walker’s “Welcome To The Era Of Agile Commerce” was published, I have had many conversations with eBusiness executives and leading customer service vendors to discuss on agile commerce’s implications to customer service. The result of these conversations is my recently published document called “The Metamorphosis To Agile Customer Service."
Technology has had a dramatic impact on when, where, and how consumers want customer service:
eBusinesses have typically been built on multichannel models with a goal of duplicating capabilities within separate channels. The result is maladroit organizations that will struggle to achieve the agility required to meet customers’ increasingly multi-touchpoint, multidevice service expectations.
eBusiness leaders must begin the metamorphosis toward agile customer service by embracing the three key attributes of agile customer service, characterized by the three C’s:
Achieving agile customer service will require re-visiting how organization, technology, and strategy can meet customers’ increasingly multi-touchpoint, multidevice service expectations. This is a massive undertaking and requires shifting from multichannel organization to adopt a customer-centric approach. As challenging as it is, there are several examples in "The Metamorphosis To Agile Customer Service" of contextual consistent and cross-touchpoint service where customers can engage in an unfractured customer service conversation from the pre-purchase stage through post-purchase. I hope you find the document helpful.