Customer service has a long and storied history, dating back to ancient times. A fascinating artifact in the British Museum reveals a Babylonian customer from 1750 BC demanding a refund for substandard copper, highlighting that customer dissatisfaction is as old as commerce itself. Fast forward to today, and such a complaint would likely be aired on social media, demanding an immediate response.
While customer service has evolved dramatically since that clay tablet, some innovations have brought mixed results. Let's explore the key milestones in customer service evolution and look ahead to the transformative role of Generative AI (Gen AI) chatbots.
10 Customer Service Innovations
#1 The telephone
Before telephones, complaints were a cumbersome affair, often involving long travels. The advent of telephony revolutionized this process, cutting down the time and effort needed to lodge a complaint and receive a resolution.
#2 The Call Centre
Nearly a century after the telephone, call centres emerged to manage the growing volume of customer calls efficiently. This innovation centralized resources, improving response times and customer satisfaction.
#3 Touch-tone telephony
Not long after the call centre came into the picture, touch-tone telephony emerged. This was good for companies but usually not so good for the consumer. We’ve all been there; ”press 1 if you have a question about your invoice, press two if you are experiencing a technical query…” and we just want to talk to someone who can fix our problem. Then, after 35 minutes of queueing we find out that we’re through to the wrong department and need to ring again.
Touch-tone telephony was a mixed blessing. While it helped companies manage calls more efficiently, it often frustrated customers with long menus and misrouted calls. Despite its flaws, it was a step towards more structured customer service.
#4 The Internet
Did Tim Berners-Lee realize he was about to revolutionize customer service? Probably not but that’s exactly what happened.
The Internet revolutionized customer service by enabling email and live chat support, reducing the need for long wait times on the phone. It marked a significant shift towards more immediate and convenient customer interactions. The Internet isn’t exactly an innovation specific to customer service but it has certainly changed the rules on how we deal with customer care.
#5 Customer Support Software
The 1990s saw the rise of customer support software, evolving into comprehensive CRM systems that logged and monitored customer interactions. Despite initial challenges with multiple platforms, efforts continue to streamline these systems for better efficiency.
Today, some telecoms operators have to deal with over 40 different platforms so that they can help their customers. All different systems have started having the opposite effect but work is underway to improve that situation once again and streamline all the data.
#6 Social Media Support
Social media has transformed customer service into a public forum where companies can interact directly with customers. This shift has elevated the importance of customer service as a critical brand touchpoint, requiring companies to be more responsive and transparent.
#7 Chatbots
Chatbots have become an integral part of customer service, handling initial inquiries before escalating to human agents. Modern chatbots, far removed from early versions like Microsoft’s Clippy, can often seamlessly interact with customers, making it hard to distinguish them from real people.
#8 AI
Artificial Intelligence has further enhanced customer service by providing agents with real-time information and insights, enabling quicker and more accurate resolutions. AI's ability to analyze data and predict customer needs is like giving superpowers to customer support teams.
#9 DIY Solutions
Today, many customer issues can be resolved without human interaction, thanks to personalized online accounts and self-service portals. AI is poised to make these solutions even more effective, empowering customers to solve problems independently.
#10 The future
The future of customer service lies in Generative AI (Gen AI) chatbots. These advanced bots will handle complex interactions, learning from each engagement to improve continuously. Gen AI will enable personalized, real-time support that anticipates and resolves issues before they escalate.
Companies specializing in AI and chatbot solutions will likely dominate the future landscape, providing standardized yet highly effective customer service tools. Imagine asking Alexa, Siri, or Google Home to resolve your mobile phone or utility issues seamlessly. In this future, customer care will be proactive, preventing problems before they occur.
Conclusion
Customer service has come a long way from the days of Babylonian clay tablets. Each innovation has brought us closer to a future where customer support is instant, personalized, and efficient. Generative AI chatbots represent the next leap forward, promising a world where customer issues are resolved before they even arise. At Subtonomy, we are at the forefront of this revolution, blending cutting-edge technology with expert solutions to create seamless, future-proofed customer support.
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