Is technology really being used to improve customer service?

In an age where accomplished customer service is seen as an imperative commercial requirement, it may come as a shock to learn that complaints in this area continue to grow 14 per cent, year on year.

Poorly managed customer communications, including an unrelenting barrage of junk mail and nuisance calls that offer a lengthy list of automated options, rather than a human voice came top in the industry-wide poll.

So what’s going wrong? In a nutshell, Customer Relationship Management (CRM) - which heralded the use of technology to better manage and enhance a company’s relationship with its customers - seems to have lost its focus.

Companies are increasingly using packaged or customised software solutions to automate various aspects of the customer relationship – and there are obvious benefits. Too many, however, have been seduced by cost-cutting technology with scant regard for customer needs. The result? A plethora of examples where technology dictates the customer experience.

Oceanus is a systems integrator and customer management specialist; providing comprehensive document and case management solutions for customer acquisition and customer service environments in Consumer Finance, Telco's and Utility companies.