Emerging Trends in Customer Service

Report
EMERGING TRENDS IN
CUSTOMER SERVICE
Insight into new directions and new expectations for
customer service
Areas of change in Customer Service

Personalization


Technology


Customers want customer service that
is tailored to their individual needs.
Customers want personalized service
and products.
Technology is the engine that will
allow much of the customization
(personalization)
Globalization


Changing demographics
(characteristics such as age, income,
sex, occupation) will also account for
changes in customer service.
With ageing baby boomers and
young people becoming active
consumers…companies will have to
respond.
Personalization

What does Personalization mean to you? How do
you experience personalization as a customer or
client?
 TECHNOLOGY
has made one-to-one customer
relationships possible
 Today, computers and point of sale electronic data
gathering devices make customer service easy.
 Companies
now track individual preferences, poll customers
about their needs, and customize services and products to
meet those needs.
A Shift in Marketing
There has been a shift in marketing approaches from
sending mass marketing (the same message to many
individuals) to individual marketing, one-to-one
marketing (customized messages for an individual).
Examples

Letter from your healthcare provider personalized to you
 E-newsletter from your doctor/dentist personalized for you
 Personalized appointment reminder
 Individualized sweepstakes letters (Publishers Clearinghouse)

A Shift in Marketing continued…
Online retailers give customers a personal experience by
keeping previous customer information in a database so that
when customer’s return their buying preferences will be
known and companies can suggest complimentary products.
What does one-to-one marketing do?
 One-to-one marketing serves to create important ongoing
relationships with customers.
 The marketing approach provides for a wide range of
customer needs.
 Companies now try to gather as much information about
their customers as possible so that they can respond to their
needs.

Emerging Trends in Personalization for Healthcare


Healthcare facilities are increasingly
focusing on changing and improving the
client experience.
Technology has also been a driving
force in the Personalization for
Healthcare.
E-Health—Electronic Medical Records, the
ultimate in patient care (client customization)



Electronic Medical Record Systems
(EMR systems) will enable
physicians and nurse practitioners
to securely access vital patient
information including diagnostic
images, blood test results, drug
histories and clinical reports.
EMRs will provide physicians and
nurse practitioners with a better
picture of their patients' overall
health resulting in better informed
care decisions.
Source: http://www.infowayinforoute.ca/about-infoway/news/newsreleases/637
A look into the future of healthcare
Drug Vending Machines



Drug Vending machines
are ATM style machines
that dispense prescription
drugs.
These machines have an
automated drug delivery
system with an audio-visual
link to a pharmacist.
Source:
http://www.cbc.ca/health/story/2010/0
6/22/con-medicine-machine.html
Drug Vending Machines—the way of
the future?
Robots replacing nurses?


No this is not a Sci-Fi film,
these robots would provide
direct care, such as
bathing and walking
patients, as well as
assessing patients and
handing out medications.
Source:
http://torontoemerg.wordpress.com/201
0/04/01/robots-to-replace-nurses-inontario-hospitals/
Robotic Nurses
Mobile Phone Ehealth


A Mobile Phone Based Remote
Patient Monitoring System For
Chronic Disease Management
allows for the use of mobile phones
and newly introduced Bluetoothenabled medical devices to
transmit patient physiological
information , (blood pressure,
glucose, weight etc…) from the
patients home to a central
repository where alerts and reports
can be generated and delivered to
both patient and healthcare
provider.
Source: http://www.ehealthinnovation.org/dh /
Mobile Phone Ehealth
Virtual Reality Healthcare




Virtually Reality Healthcare
provides doctors an opportunity to
perform tasks in a risk-free
environment.
VR Technologies make training
accessible for a large number of
students and somewhat eliminates
the necessity of having an
experienced doctor on hand to
assist with new doctor training.
VR Technologies combine virtual
reality simulation, video and voice
recognition
Sources:
http://www.jabfm.org/cgi/content/full/22/4/387,
http://www.kaloramainformation.com/VirtualReality-Applications-1514009/
Virtual Reality Healthcare

http://news.bbc.co.uk/2/hi/uk_news/england/794
7192.stm
Interactive Medicine


Curious about
medical/dental procedures.
How are they performed?
How long do they take?
What are the risks? What
about interactive training for
various procedures?
Step into the world of
Interactive medicine where
symptoms, diagnosis and
treatments, procedures and
training are all available the
click of a mouse.
Interactive Medicine

http://www.youtube.com/watch?v=smOW97d2ia0
One-to-One opportunities with Internal
customers



Managers who keep in tune with their EMPLOYEES
WANTS, NEEDS, DESIRES, PREFERENCES and TALENTS
and strive to build long-term relationships with
employees..can create long lasting benefits for the
employee and the company.
The best managers get to know their employees and
understand their needs and wants, they ask for input and
suggestions therefore opening the channels of
communication.
One way companies can strive to satisfy their employees
needs is through the use of employee benefits.





Day-care assistance
Health club membership
College tuition assistance
Flex-time working options
Employees should be viewed by companies as unique
individuals with individual wants and needs.
Organizations must recognize changing
demographics and rethink customer service
approaches


Tomorrow’s customers will be more diverse. Customers will come from a
wider range of cultures, belief systems, races and ages.
Many demographic factors will affect organizational approaches to
customer service;


People are increasingly mobile
Changing jobs is more commonplace—employees expectations are different
from a generation ago






Employees don’t usually stay with the same company for their lifetime—when an
employer does not provide meaningful work, employees are quick to change jobs
More women in the full-time workforce
More single parent households—busy parents who require more consumer
services and conveniences
Females account for 85% of all buying decisions
The ageing population—many new services are being offered to this older
generation—active engaged seniors have caused businesses to rethink their
service strategies
Which one of these demographic factor do you think will most influence
healthcare settings?
Understanding that some things remain
constant

Psychological and behavioural factors will remain
the same with the customer experience.
 The
basic things, caring, competence and concern will
continue to be important when building customer
satisfaction and loyalty


With so much technology…some customers are now
beginning to crave the human touch again as they
are becoming frustrated with technology
For some the human touch will never be replaced
Apply relationship marketing


Companies must focus on building exceptional customer
service and building a one-to-one relationship with
their customer to foster and strengthen customer loyalty.
Organizations need to think of the present value of
future business…

this means that each customer than enters an organization
has a dollar value (example: a medical client may be worth
$5000 annually, an ageing medical client may be worth
$25,000 annually). If this customer becomes a loyal return
customer over the period of five years those same customers
are now worth $25,000 and $125,000. This is the
definition and what is meant by the term, PRESENT VALUE
OF FUTURE BUSINESS.
So what’s next?



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Changes are usually brought about
technology but some companies choose
to still use low tech customer service to
build their customer relationships
Companies have to give thought to their
value proposition. What exactly do
they want to offer customers
SOME CUSTOMERS ARE CONCERNED
ABOUT THE IMPACT OF TECHNOLOGY
ON THEIR PRIVACY AND INTRUSION
INTO THEIR PERSONAL LIVES, which
makes customer service through
technology not always an option
One-to-one customer service and
relationship building must stand as its
cornerstone for all types of
organizations.

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