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Creating Localized Customer Service through Digital Technologies

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Digital technologies are an important development in service management.   The paper by Setia et. al (2013) discusses how digital technologies can create higher customer-oriented businesses in localized markets. They focus on two customer service capabilities such as customer orientation capability and customer response capability. To gather their results they used 170 branches of a large Indian bank. Because the modern market requires a more rapid pace of innovation, shorter product cycles, adjusting customer needs and international commerce there is a need for companies to differentiate themselves based upon better customer service.   Through strong customer oriented strategies and responses they are better able to align their operations to local customer needs. The goal is to create stronger business outcomes that raise customer retention, lower operational costs, and increase market impact. To do this well requires collecting the right information and using that info