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To the customer – service at the point of interaction means nothing but meeting the expectations that she has of you as a brand. Service failure at that point to her means that you have failed to meet her expectations of you as a brand and therefore she has to revise her opinion of you as a brand.
Leading from that point – the starting point of customer service failure is the failure to align service strategy with brand promise. And Customer Interaction Management is therefore a core part of the brand management process – how many organizations view it this way? This is why we at Servion call this the 'Moment of Truth' as brands live and die at this point.
Excerpt from an article ‘Customer Service Paradox’ authored by Servion for a leading business daily.
This is the thinking that drives us at Servion. We believe that customers experience the brand only in two ways – one when they use the product or service of the organization and two – when they contact the organization. And that customers contact organizations for only three reasons. One is for information, the second is to conduct a transaction, and the third is to complain! With organizations today increasingly becoming faceless and all interactions being conducted remotely – the need to ensure best service when the customer contacts the organization cannot be more urgent.
However, this process is not as simple as it sounds. There exists a huge gap in the perspectives of three fundamental stakeholders in the contact process – the consumer, the service provider (brand owner), and the contact technology provider. The perspectives of the three stakeholders are often conflicting. The constant interplay of these stakeholders’ views creates a GAP between the current and ideal states of contact. And this is the GAP that the consumer experiences whenever he contacts the organization and many times forms his opinion with that single contact. Brands, and loyalty take birth and die in this single moment of truth!
Servion's experience and expertise in having handled more than 1000 installations has been that contact and customer experience are generic to all businesses and can be modeled, analyzed, and improved in a planned way, which aids in understanding, analyzing, and reducing this GAP. This core philosophy has gone into building the Contact Optimization Model. The model maps a single instance of contact, takes into consideration all layers of ‘contact’ and consultatively works with organizations to enhance / optimize contact to deliver the desired contact experience. There is a constant interplay again of often opposing demands of cost containment and meeting customer expectations. We use our Contact Optimization model to understand the contact process and design a solution that minimizes the gap between customer expectation and experience at the moment of truth.
At the heart of our organization therefore is our consulting led approach. If managing customer experience in line with expectation is your challenge then the value we bring you is customer experience by design. That is to design your contact management strategy to align perfectly with your brand promise and deliver the expected experience every time.
We achieve this by deploying the cyclical process we call the 4DO model depicted above.
We adopt this approach across the total engagement cycle as well as within each phase of the engagement cycle.
Email us at marketing@servion.com to learn more
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