High-Tech, High-Touch Customer Service
Inspire Timeless Loyalty in the Demanding New World of Social Commerce
By: Micah Solomon
Published: May 23, 2012
Format: Hardcover, 208 pages
ISBN-10: 0814417906
ISBN-13: 978-0814417904
Publisher: AMACOM
"I'm going to show you how to succeed at touching customers while helping your technological edge, as well as how to make that touch more effective through your technological edge", writes keynote speaker, strategist, and consultant on customer service, Micah Solomon, in his definitive and wisdom filled book High-Tech, High-Touch Customer Service: Inspire Timeless Loyalty in the Demanding New World of Social Commerce. The author describes how to utilize the power of technology and social media to enrich and enhance the extraordinary customer experience both online and offline.
Micah Solomon recognizes that that technology and the digital landscape have empowered customers as never before. At the same time, however, the author points out how that same technology provides a real opportunity for providing superior customer service. For Micah Solomon, the world of high tech provides the background for even more high touch customer service. Technology offers the ability to remain in close contact with customers, strengthen emotional relationships, and to anticipate the needs and desires of the consumer. While customers may possess the technological power to send complaints and problems viral, that same wired world presents the business with the tools, to transform customer dissatisfaction into an exceptional customer service experience.
Micah Solomon (photo left) understands that customer service training and skills, even in an age of advanced technology, remains one of relationships between people. The author describes this new skill set as training in humanity. This concept involves knowing customers and their desires even better than they do, purposely building an exceptional company culture, selecting and teaching and engaging employees, and how to use social media as a customer relationship building system.
At the same time, businesses and employees must recognize that the light touch of customer service must only be applied when it is wanted by the customer. The goal is to build long term loyalty.
The author divides the book into three major sections that include the overall framework of a high-tech, high-touch customer service culture. Those three parts are as follows:
* Timeliness and timelessness: Basics of doing customer service right; and what it looks like when it is done wrong
* High-tech, high-touch anticipatory service: Creating a true loyalty building standard of customer service; anticipating needs through the right people, culture and technology
* Rise of self-service, social media, and other seismic shifts: Extends the technological focus by examining trends in self-service, social media, and electronic customer input
For me, the power of the book is how Micah Solomon combines a framework for establishing a vision of high-tech, high-touch customer service, with the practical and hands on tools for implementing that vision. The author provides a comprehensive program for not only creating a superior customer experience, but for anticipating the requirements of each customer for that exceptional experience as well. Through a combination of online and offline strategies, the business can transcend technology and develop customer loyalty on a human scale.
In the end, relationships are forged between people, and Micah Solomon never loses sight of that interpersonal dynamic. He also recognizes the importance of transforming the entire organizational culture into one that places customer service as the highest priority, through vision, engagement, training, and the right technological support. Much of what customers expect has changed in form and demands, but what hasn't changed is the desire of the customer to be treated as they expect and when they want it.
I highly recommend the essential and hands on book High-Tech, High-Touch Customer Service: Inspire Timeless Loyalty in the Demanding New World of Social Commerce by Micah Solomon, to any business leaders, marketers, non-profit executives, and entrepreneurs seeking a holistic and practical technique laden book for developing exceptional customer service in a technological age. This book will transform your thinking, your goals and vision, your approach to customer service, and your entire company culture into one that builds and sustains high-touch customer service whether the contact is in person or through social media or other high-tech contact.
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