The Superior Customer Service/Personalization Trade-Off: A Decision Based on Trust

Ken Landoline
Ken Landoline

Summary Bullets:

  • An in-depth understanding of the customer, on the part of the enterprise, has the potential to provide a superior customer service experience and establish the groundwork for a high level of customer satisfaction, loyalty and longevity, assuming the enterprise makes appropriate use of the information.
  • Many customers are still reluctant to share personal information with a customer service provider because there remains a strong distrust regarding whether or not the information will be used appropriately and contained within the boundaries of the enterprise to which it was entrusted.

Last week I had the opportunity to attend the ITEXPO Conference in Miami Beach and act as moderator for two breakout panel sessions focused on the topics of “customer personalization” and “creating a consistent and quality customer experience” during customer service interactions. The three panelists on the stage with me at each session represented companies that develop, sell or use technologies designed to improve customer service interactions. The companies included InAppCare, Nuance/VirtuOz, Phone.com, TSG Global and VHT. Oddly enough, both sessions gravitated to an audience-prompted discussion regarding trading private and personal information for the potential of getting better service from the enterprise. While many argued that they thought customer care solutions were far from successful in meeting their expectations and needed improvement, it was implied that they were not willing to trade their privacy to improve the situation, at least not yet. Continue reading “The Superior Customer Service/Personalization Trade-Off: A Decision Based on Trust”