Digital customer service is about using digital technologies to support and please a client. It has indeed gained more strength in recent years. Many of the critical moments of truth or touchpoints are happening online. In fact, according to Qualtrics, 65% of customers would say that their experience within the app or website is at least a “significant” factor to recommend a brand (Qualtrics, n.d.). Furthermore, another report from Forrester says that on average, 37% of generation Z consumers (18-22 years old) and generation X and Y (consumers ages 23 -45) prefer to use digital customer services rather than speak with a natural person per telephone (Nasir,2015, p. 114).
From the customers perspective, there should be specific characteristics that digital platforms should have (Nasir,2015, p. 120): 1; Accessibility and availability: The medium or app should be easy to use. 2; Findability: Easiness to find information should not generate many possible answers because it can confuse or doubt the customer side. 3; Relevancy: Just relevant information. 4; Escalation: when a customer requires further information or help from a natural person. 5; Feedback; Rating customer service performance.
Nonetheless, customers benefit from having a friendly-user platform, but companies can also see the payoffs of such tools; One of the advantages is that platforms benefit from lowering the traditional helpdesk costs. It also contributes to the reduction of emails and calls to the contact centre. Furthermore, gathering data from the platform or app help enterprises to understand better their customers. In return for these advantages, customer experience will be outstanding, leading to an increment of customer satisfaction and resulting in more loyal customers (Nasir,2015, p. 116).