July 11 2007

Web 2.0 powers revolution in customer service

The advent of web 2.0 technologies provides the ability to radically change how companies interact with their customers, dramatically improving service levels and consequently increasing sales. According to web self-service company Transversal, customer service departments should be at the forefront of adopting web 2.0 techniques and use them to build stronger relationships based on listening to customers and responding to their needs.

Dee Roche, head of strategy and marketing, Transversal comments: "The advent of web 2.0 opens up communication between organisations and their customers, enabling unprecedented personalisation as users drive how they interact with brands of all sizes. This is the perfect opportunity to increase customer satisfaction and interaction."

An intelligent web self-service interface is also a platform for including other interaction technologies and response mechanisms such as chat, virtual sales agents, RSS feeds, opt-ins for product news and offers, importantly based on how customers interact and qualify their requirements on the website.

Blogs and user groups offer a perfect way for retailers to interact with customers and provide technical support. Sony Computer Entertainment UK (SCEUK) is using Transversal's intelligent web self-service software to support the PlayStation 3, by providing customers with fast and accurate answers to their questions online.

The top ten web 2.0 technologies Transversal believes can positively impact customer service are:

1. Interaction. Use channels to provide human interaction and take on board customer feedback. These could include real time chat, instant messenger or linguabots

2. Personalisation. Deliver a personalised experience by providing tailored content in response to queries, such as special offers or added information.

3. RSS. Keep customers and partners updated with changes to areas of interest automatically through RSS feeds

4. User communities. Build communities that enable users to exchange information and help self-support

5. Blogging. Engage in dialogue with customers through relevant and tailored blogs

6. Social networking. Build links with relevant social networks through interaction and posting tailored information

7. Search Engine Optimisation. Tailor your website to ensure that queries are pushed quickly to the correct page from internet search engines such as Google

8. Tagging. Allow users to rate usefulness of answers and information provided to gather valuable feedback on customer service effectiveness

9. Wikis. Use wikis to share information quickly, particularly for a technical audience

10. Podcasts. Make information and updates available through other channels than your website through channels as podcasts and video updates