Situation: A company wants to up its game by focusing on service. They are evaluating different options to provide customized services to gain a sustainable differentiating advantage over their competition. How do you enhance your customer service model?
Advice from the CEOs:
- In the gaming industry one CEO sees an effective model focusing on higher level customer service. The top games have allowed user customization using generic customization tools. This allows the provider of the tool kit to serve a larger number of users using a single tool kit to provide a wide variety of gaming options.
- Another example from the gaming industry focuses on middleware developers. These developers create an interactive knowledge base for customer self-service. The knowledge base is monitored by the host company, and misleading or potentially harmful input is excluded. The benefit is that this enlists clients to provide their input on customer service as well as product development.
- Another CEO sees this as a useful way to drive down customer service costs by providing more tools and fewer bodies to perform the customer service task. The model’s objective is for the customer not to need personalized service, but to be able to develop solutions on their own using a flexible took kit. The host company gains additional advantage because their user agreement allows them to take the best models used by clients to spark their own product development.
- A fourth CEO sees lasting value in developing close relationships with customers. They have developed tools that allow the customer to solve simple customer service tasks but require company assistance for the more sophisticated solutions. The company, in exchange for this added expense, learns from the customer interactions.