3 Reasons High-Tech and Communications Need Social Media for Survival

by Jim Berkowitz on August 31, 2010

Here is a synopsis of an interesting article by Lauren McKay about an Accenture report that reveals that while customer service investments in the two industries may be up, consumers remain less than thrilled with their experiences. Check out the complete source article for much more:

This game of finger-pointing has become all too commonplace in the high-tech and communications markets. The time is ripe, points out Joe Hughes, managing director of the customer service and support business with Accenture, for industry participants to step up and find a solution.

In Hughes’ latest research, he investigates customer service investments within the high-tech and communications industries and how — if at all — the increased spend is leading to increased customer loyalty.

Perhaps most surprising out of his findings, Hughes reports, is the statistic that 61 percent of communications and high-tech organizations say that they have been making investments to pump up customer service capabilities, while at the same time the majority (60 percent) of customers say they believe their service and support experience has declined with their current vendors.

Investments are being made in customer service, but they aren’t having the impact that companies hoped,” Hughes says. “Our position is that a lot of customer service expenditure is … cost savings measures.” Here’s why Hughes believes the high-tech and communications verticals need a reboot in customer service strategies:

1. The black hole of service: “Social media tools are critical to increase engagement,” Hughes insists.  Customers often get caught in the middle, and fall into the “service black hole,” he says. The opportunity is there for the providers to connect with customers — and potentially one another — to guide through the customer through self-service via the Web or to engage in a discussion in a community.

2. Convergence creates more need for support: The use cases for various electronics devices are converging. Consumers want them to interoperate; however, vendors appear to be trailing behind in response to the consumer demand. A good solution might be through online forums or at least through allocations of dedicated online agents serving consumers’ needs on the Web.

3. The need for additional customer touch points in field service: While most service people have you at home twiddling your thumbs during the eight-hour window given for arrival, some (perhaps few) companies are catching on to technology that enables them to give customers a narrow window of time for when to expect service.

{ 1 comment }

Mart September 3, 2010 at 12:07 am

Good, Great Ideas.

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