Posted by:Monica Samuel April 16th, 2013

Gone are the days when customer service was an afterthought for businesses. Well, at least retail businesses that dealt with mass consumers. Today, companies differentiate themselves from competition by offering quality customer service that keeps their customers coming back to them. Trends that have facilitated and supported this positive move are the rise of the Internet, increasing availability of personal mobile devices and social media networks.

A blog post on the Wall Street Journal published in September 2012 laid down an interesting tenet – ‘past sources of competitive advantage have been commoditized … the only source of competitive advantage (… in today’s business environment) is the one that can survive technology-fueled disruption: an obsession with customer experience. And this obsession must extend into the CIO’s organization.’ It couldn’t be truer. According to a recent IDG Research survey of IT managers, 47 percent view service and support desk operations as a ‘strategic enabler to achieving broader business goals’. But customer service goes far beyond that. It touches upon every aspect of your business that involves customer-facing interaction, either with tools or people associated with your brand. This includes your website, mobile applications, emails, social media presence as well as ongoing conversations that mention your business, point-of-sale equipment, retail partner support, repair and servicing personnel, call center personnel, IVR systems, and more.


In software applications, the design and user experience plays a critical role in forming customers’ impressions. For example, a POS system that keeps breaking down works against the retailer as well as the software provider. Similarly, user-friendliness of business websites (on mobile and desktop platforms), content organization and design of e-commerce portals, quality of desktop or mobile applications, and finally interactions with customer support services are all perceived as quality indicators of a business by customers.

Progressive technology breaks old norms and creates new methodologies. Today, customer service is a tactical imperative in every business’ arsenal. Organizations have introduced innovative means of facilitating customer services with:

    • Online chat options: Customers can chat with service personnel on dashboards while personnel can manage multiple chat conversations simultaneously for higher productivity.
    • Remote diagnosis tools: Customers can permit service executives to access their mobile device or desktop to diagnose a faulty program or device for a faster fix.
    • Monitoring social media channels: Businesses have dedicated teams monitoring social media for bad publicity. They immediately alert a service executive who addresses the issue to ensure customer satisfaction. Again, software solutions are available to make the monitoring process faster and easier.
    • Trainings: While businesses are focusing on trainings of customer service personnel, they are also driving trainings to help app developers and designers, product developers and other contributors understand customers’ expectations to build better products and services. Mobile trainings are a huge help here as employees can access them anytime, anywhere on their personal devices.
Quality customer service drives enduring results in the form of higher customer satisfaction, word-of-mouth references, lower customer attrition, and higher sales from existing customers. It is imperative for businesses to develop a multi-pronged approach towards customer service management and execution across multiple channels.

So, eager to learn why your business MUST take notice of Mobility ? Or want to decide which app is a right fit for your business? Download your choice !

Leave a Reply

Your email address will not be published. Required fields are marked *