Why Hasn Customer Service Improved Despite the Profusion of Databases and Technology?
Let’s not get confused here. Databases and technology are tools that we can use in our businesses. There has been a lot of emphasis on Customer Relationship Management recently which is very much about using this technology. But what has this got to do with customer service? Absolutely nothing. Not unless the people running that business are motivated and passionate enough to use that information in the right way. I see fabulous examples of customer service from all over the world. And the amazing thing is that, in most cases, it comes from businesses that have no technology. Little shops and restaurants, taxi drivers, libraries, one person businesses. They have found a way to dazzle and delight their customers that has nothing whatsoever to do with technology. And yet the larger businesses put so much emphasis on technology. “Let’s profile our customers. Let’s monitor their spending patterns. Let’s change the layout of our shop so that they spend more. Let’s give them reward points.”
