Best Practice Report

How To Reinvent Customer Service To Be Digital-First

Digital Customer Service Requires A Reset Of Technology, Processes, And Culture

September 21st, 2021
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
With contributors:
Daniel Hong , Hailey Colin

Summary

Companies won’t necessarily succeed because they offer digital customer service; however, they are sure to lose customers and market share without it. Digital customer service helps reduce customer effort, improve personalization, and increase efficiency of customer service operations. You should start by adding a small number of digital channels; redirect phone call volume to digital channels for some journeys; add automation to offload repetitive work from agents; and expand digital options as interaction volume grows. Pay attention to hiring the right digital agents, implementing the right coaching practices, and choosing the right measures of success.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.