Due to the nature of my job, I find that I am constantly thinking about how to improve customer satisfaction, but as a consumer, it’s also something that I am acutely aware of when it’s done incredibly well (see my post about J.Crew).
Add technology to the mix, and you can bring satisfaction levels to new heights with process innovation and customer facing technological improvements.
I also believe that an acute and strict focus on customer service is also increasingly important for all business transactions — even if your firm is not in the retail or hospitality industries. Why? Because there is always a competitor eager to snap up your customers if you don’t meet their expectations perfectly. This is where technology can greatly add value, and create competitive advantage. Just ask Apple and USAA.
Technology Drivers in Satisfaction
This year Apple has ranked third in Business Week’s customer service survey. Apple’s service technology including the genius bar, and “roving in-store checkout clerks” were primary reasons listed for their success.
The company’s sleek devices and user-friendly software aren’t its only innovations. Appointments at Apple’s (AAPL) “Genius Bars” and its roving in-store checkout clerks are just two ways the company has pioneered new approaches to customer service. The iPhone maker is likely got a bump this year as more companies created customer-friendly apps for their own services, helping to burnish Apple’s customer service brand. // via Customer Service Champs 2010: No. 3 Apple - BusinessWeek
The article continues that USAA (an online-based banking/insurance institution for the military) has taken the number two spot, mainly because of the use of technology within it’s “brick-and-mortar-less” operations and their iPhone app. Just think, when you are in Iraq, how are you going to get to your nearest branch? What about mailing in a check? That’s where technology comes into play.
When Staff Sergeant Corey Mason wants to deposit a check, he doesn’t use an ATM, a teller at a branch, or even a stamped envelope and deposit slip. Rather, the 37-year-old GPS systems specialist takes a picture of the check with his iPhone, uses an app to send it to his bank, and within minutes the money shows up in his account. // via USAA’s Battle Plan - BusinessWeek.
In reading the business week article about USAA, it’s remarkable how their revolutionary technology has increased customer satisfaction, and created life long relationships and brand loyalty.
It’s not just the people piece any more, it’s the technology behind their customer interactions. What I find even more surprising, is that they are able to quantify their return-on-investment in technology with top-notch customer service ratings and rankings in these types of surveys. So very difficult to make a business case for these technologies, but with the right filter, it can mean the difference between a world-class and mediocre firm.
Take Note
It is remarkable how technology has influenced customer service in today’s marketplace and world-class brands like Apple and USAA are at the forefront of this phenomenon. This is certainly not an easy feat these days, but is something that other service brands should take note of and strive for in order to survive the onslaught of Consumer 2.0.
—
Full Disclosure: I am an employee of Apple. I am not commenting on the company other than to report a positive Business week article. Any opinion above is my own, and that not of my employer.
Unemployment for 16- to 19-year-olds is at its highest rate since 1992 — at 22.7 percent in May, according to the Bureau of Labor Statistics. That is causing some teenagers to rethink their notion of work and to embrace entrepreneurship.
“This is a generation raised to believe they can do anything, and the first to grow up with entrepreneurial celebrities like Steve Jobs of Apple and Larry Page and Sergey Brin of Google,” said Donna Fenn, who interviewed 150 young entrepreneurs for her forthcoming book, “Upstarts: How Gen Y Entrepreneurs Are Rocking the World of Business and 8 Ways You Can Profit From Their Success.”
[via The New York Times]
Jill A. Brown, Ph.D
Axelrod Fellow, Assistant Professor of Management, Lehigh University
Erik Kaiser is one of the most creative, driven students that I have encountered in my decade of teaching at the university level. He is already a strategic thinker (very unusual for an undergraduate); however, he is also a young, non-traditional student who works as a Manager at an Apple store while attending classes. You will note that he tried his hand at entrepreneurship as well, which is unusual for both my undergraduates and graduate students… I have many good students and a cadre of straight-A students, but Erik is one of the few students in my senior-level strategic management course that actually ‘gets it’ from a real-world perspective.
Colleen Gallagher, June 2009
Human Resources Representative at Aesculap, Inc
I had the pleasure of working for Erik. He was an inspirational leader who conducted himself both in an ethical and professional manner. He was highly respected among his peers and subordinates and brought character and charisma to the organization. I have no doubt that Erik will excel in his future endeavors because of these exceptional qualities.
Sharon Basso, January 2009
Associate Vice Provost and Dean of Students at Lehigh University
Erik is by far one of the most intelligent, gifted and talented students that I’ve known in my 25 years as an administrator in higher education. He worked a full time management job, supporting himself financially, while attending Lehigh University, a highly competitive academic institution. His academic record is excellent but is nearly eclipsed by his professional success as a manager. He is multi-talented, creative, artistic, and has a unique combination of business and management savvy to complement his creative side. He is a young man with passion and more than one person’s fair share of integrity.
Adam Fitting, February 2009
Senior Manager at Apple Inc.
Erik has an active, sharp mind. He develops understanding quickly, and applies his knowledge creatively and practically. His aesthetic sense is well honed, and he derives great satisfaction in delivering solid results that incorporate fine detail, fit and finish. Erik is constantly striving to improve himself, and his efforts pay off personally and for his team.
Jacqueline Sloan, February 2008
Manager at Apple Inc.
Erik is action oriented and excels at critical thinking and problem solving. He is skilled at developing relationships with peers, direct reports and advisors. He brings so much to the table and all who rely upon him immediately benefit from his input.
The Honorable Christopher H. Smith
United States Representative, 4th District of New Jersey
Speaker Hastert shares my high regard for your strong credentials and notable dedication to the public good. It is clear that you have a bright future ahead, as does the community you continue to serve.
