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Five Stages to Improve the Customer Service Experience : Process, Metrics and Technology
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논문 기본 정보

Type
Academic journal
Author
Moo-Jin Choi (Keimyung University)
Journal
The Korean Association Of Logos Management Logos Management Review Vol.14 No.3
Published
2016.9
Pages
101 - 118 (18page)

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Five Stages to Improve the Customer Service Experience : Process, Metrics and Technology
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Abstract· Keywords

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There are few companies that fully understand consumer behavioral trends of consumers and potentials of web-based communication channels and are able to gear new technology into each company’s CRM(customer relationship management) goals and strategy. Therefore, first, this paper reviewed changes on consumer behavioral trend and perspective that may influence company’s customer service practices. Particularly, we discussed metrics noted to be important in determining whether the operational process of the customer service organization is effective and successful. Finally, five stages to improve the customer experience are suggested. The five-stage theory will be a useful guide to help companies to redesign their entire customer service system crossing many customer contact points. This paper adopted multiple research methods to collect relevant data. Extensive literature review, the secondary source of survey research and author’s intuition were used to extract changes on consumer behavioral trend and perspective in seeking services. In addition, the survey of 26 customer service managers through face-to-face or phone interview were conducted to draw the five-stage theory to better align trend changes with strategy to improve customer experience and satisfaction.
#Customer experience #Communication channel #Customer satisfaction #CRM #ICT #고객경험 #소통채널 #고객만족

Contents

Abstract
Ⅰ. Introduction
Ⅱ. Changes on Consumer Behavior, Perspective and Capabilities in Seeking Services
Ⅲ. Five Stages
Ⅳ. Conclusions and Limitations
References
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