Service technologies: developing strategies

Technology has developed rapidly over the last ten years and the rate of technological development has increased beyond all recognition. We have carried out a major UK wide survey of customer and organisational attitudes towards technology.

Organisations identify significant benefits to customers and the quality of service provided to them. What do customers think of these? How do customers use technology? What are the implications of these findings for your customer service strategy where technology plays a part? What frameworks can managers use to address these consequences in ways which will aid the successful implementation of strategy?

Project aims

The research was designed around a three phased strategy:

Phase 1:

A detailed examination of the literature already published in this area.

Phase 2:

Interviews with 20 senior managers responsible for customer service in  representative organisations. Both public and private sectors were consulted.

Phase 3:

A customer survey of 1000 customers via a questionnaire at 24 UK locations (including NI and the Channel Islands).

Project findings and impact

Based on the findings of the research we are clear that:

  • Customers do not universally dislike technology, they embrace it when it works and when it suits them.
  • Customers are wary of technological failure and the impersonal element that can be conveyed.
  • Customers would like to choose the channel of communication either technological or human. When encountering a human they want that person to be capable, efficient, and competent. Here there are issues for training and development.
  • The nature and complexity of the interaction between customers and the organisation is a key determinant.
  • Technology is viewed by customers as allowing greater accessibility to an organisation.
  • Technology is seen to improve speed and efficiency.
  • Customers do not universally see technology as making communication more complicated, and at times, quite the contrary. Technology only makes it complicated when it is used as a barrier.
  • Technology has the potential to offer access to a wider diversity of customers. This however can only be achieved when systems do not adopt a ‘one size fits all’ approach.
  • Customers are concerned about security but reassured that with robust systems security can be enhanced. As customers become more conversant with technology, confidence and trust will prevail.
  • Older customers have concerns when technology appears to make the process of communication much more complex. That said, there is a discernable trend for all generations to be much more accepting of technology.
  • Technology at the customer service interface can offer a strategic advantage to many organisations.

The findings also make clear the fundamental necessity to synchronise technological and customer development. The report concludes with a number of suggestions on ‘getting it right’. This is intended as an action checklist for managers and focuses on:

  • Simplicity and Function
  • Accessibility and Inclusivity
  • Reliability and Security
  • Consideration and Humanisation
  • Communication and Education

Research team

Dr Paul Frost

Chris Dutton

Outputs

Service technologies: developing strategies report

Partners

Contributing Organisations

  • Dixons
  • Osborne
  • Ordnance Survey     
  • B and Q
  • BT            
  • British Airways
  • RNIB          
  • Newham District Council
  • South Tyneside Council
  • General Motors Europe
  • Ford Financial Credit
  • Oracle
  • Air Miles
  • Visa
  • Johnson Controls
  • DHL
  • NTL
  • EasyJet
  •  +2 Anonymous