Customer service? There’s an app for that
Clearly, the iPad in particular and tablet computers in general are here to stay. So what does this mean for customer service? Just like the growth of smartphones it creates a new channel for customers to interact with organisations. However due to the larger screens and better usability of tablets, consumers are likely to want to use them for more complicated and in-depth activities than smaller smartphones.
So organisations need to make sure that their customer service strategy can cope – while websites don’t need to be optimised for tablets it makes sense to evaluate whether you need to develop a distinct iPad (or Android) app to deliver value to customers. A number of UK banks, including Royal Bank of Scotland and NatWest have already launched iPad apps as part of their customer service push, allowing users to check balances, move money and top up mobile phones.
If you do build an iPad app there are two key things to bear in mind. Firstly, you are essentially creating a new customer service channel. Ensure that it is integrated with your overall customer service infrastructure, sharing a single knowledgebase with existing channels such as web, phone and email. Make customer query information accessible by agents across all channels to prevent expensive and frustrating silo working springing up.
Secondly, use the power of the iPad. Given the size of the high resolution screen and built in connectivity, apps need to be graphical and use technology such as video to inform and engage customers.
With tablets expected to continue to take market share from traditional PCs now is the time to investigate adding applications to your customer service strategy.
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