Why all organizations need a Customer Service Strategy, now!


Crafting a Customer-Centric Strategy - Why all organizations need a customer service strategy, now!

Transforming customer service to unlock the hidden value in customer relationships

Few organizations have defined and quantified the importance of customer service, even though customers are fundamental to the existence of most organizations. In particular, organizations often lack an up-to-date customer service strategy that reflects the importance of services to the organisation and leverages the opportunities now available due to data and digital technologies.

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The traditional call centre – now a contact centre – will evolve into a relationship service centre: the value of many organizations lies in the relationship capital with customers. Now is the time to fundamentally rethink how to unlock this value and develop a customer service strategy, especially with the advent of chatbots, voicebots and ‘digital human’ running on generative AI. At the same time, evolving customer behaviour and HR challenges are changing the way customer service is being provided and staged in the organization.

Drawing on numerous engagements working with customer service teams, we have identified six key opportunities to shape an organization’s customer service strategy. These include harnessing channel steering & better data to generate better insights as well as building better operations & replacing IVR systems with more compelling tools. We believe organizations should also embrace the first time right principle in serving their customers.

Why all organizations need a Customer Service Strategy, now!

How to start the development of a service strategy?

In our experience, three approaches can lead to success:

  1. The analytical route – leverage insights in the customer service contact volume as a base for identifying opportunities.
  2. Vision development and service concept design – ensuring buy-in of the broader organization into the service strategy.
  3. The agile way – ‘start small and scale when successful’.
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