Digital Customer Service Transforming Customer Experience for An On-Screen World

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2021-08-31
  • Publisher: Wiley
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Digital Customer Service is the new standard for creating a 5-star customer experience 

As much as technology has improved our lives, for many people customer service experiences still remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer’s own screen, even in situations where it is preferable to speak to an agent.  

This book traces the evolution of customer service—as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today’s digital world. 

Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), this book helps business leaders balance three critical priorities: 

  • Creating an excellent experience for customers that increases customer loyalty and profitability 
  • Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions 
  • Moving quickly toward the goal of “digital transformation” 

We have discovered—in our research and our first-hand experience—that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once.  This book provides the roadmap for how your company can get there. And when you do, who wins?  EVERYONE. 

Author Biography

RICK DELISI has been researching customer service and customer experience for the past two decades. He is the co-author of the bestselling book The Effortless Experience, and has written several pieces published in the Harvard Business Review. Prior to working in customer service he was a journalist, winning four Associated Press awards for outstanding feature reporting.

DAN MICHAELI is CEO and Co-Founder of Glia, the New York-based technology company that has become an industry leader in Digital Customer Service. The Glia platform helps businesses reinvent how they support customers in a digital world. He is an award-winning speaker who has been a contributor to numerous publications including Forbes.

Table of Contents

Foreword by Corrie Carrigan

Preface: Now It’s Our Turn

Section I: The Problem With Customer Service and the Digital Opportunity         

Chapter 1: The Win-Win-Win-Win          

Customer Service At An Inflection Point

The Difference Between “digital customer service” and DCS         

Two Very Different Experiences

Story: “Phone” and “Voice” Aren’t The Same Thing          

Win #1: The Benefits of DCS For Companies        

Win #2: The Benefits of DCS For Customers         

Win #3: The Benefits of DCS For Agents

Win #4: The Benefits of DCS For Service Executives and Leaders 

Customers Have Transformed, So Should Your Company

Key Takeaways: Chapter 1           

Chapter 2: The Peaks and Valleys of Customer Service  

It Wasn’t Always this Way           

Story: The Billboard        

How Did Customer Service Become Such An Easy “Punching Bag?”            

Customers Are Wired For Negative Reactions     

Companies Are Wired For Efficiency       

Cost Eats Quality For Lunch         

Evolution of Customer Service: The “Quality Valley”        

Key Takeaways: Chapter 2           

Chapter 3: Digital Self-Service Changed Things Forever 

The Citi Never Sleeps    

From Migration to Expectation to Demand          

Never Going Back Again

Story: Three Sad Faces  

Evolution of Customer Service: The Digital Self-Service Explosion

Why The “Bolt-On” Approach Doesn’t Cut It Anymore    

Social Media: Salt in the Wound

Evolution of Customer Service: The “Expectation Valley”

Key Takeaways: Chapter 3           

Section II - DCS Terminology Overview 

Chapter 4: The 3 OnScreen Pillars Of DCS            

Climbing Out of the Valley of Expectations           

Evolution of Customer Service: The Inflection Point          

DCS Defined      

OnScreen Communication          

OnScreen Collaboration

OnScreen Automation  

OnScreen Collaboration: Getting On The Same Page        

DCS in Action: CoBrowsing Creates Major Efficiency Improvements          

Digital-Also vs. Digital-Only vs. Digital-First           

How to Build a Business Case for DCS     

Added Bonus: DCS is More Secure           

Get Your Agents To Stop Asking This One Question          

Key Takeaways: Chapter 4           

Section III - DCS Transformation Overview         

Chapter 5: The Process - A Step-by-Step Guide 

Put It On The Screen      

“Cooking Up” The Ideal Digital Service Strategy 

Step 1: Get the Right Ingredients             

The Digital Customer Service Journeys Grid         

The “Secret Ingredient”: OnScreen Voice             

So, Do You Still NEED a Phone Number For Customer Service?    

Step 2: Learn Which Dishes People Like Best       

Digital Self-Serve Inventory (2x2)             

New Ways Of Learning About Customer Behavior in Self-Service

Step 3: Serve Your Best Dishes Consistently         

Virtual Assistance vs. Live Assistance      

Journeys Based On The “Process” Not The “Person”        

Earning Your Michelin Stars        

Key Takeaways: Chapter 5           

Chapter 6: The People - Empowering Agents, Leaders and (even) Bots  

From Call Center to Contact Center to “Collaboration” Center     

The Evolution of Role Expectations         

The Agents: Rise of the “Superagent”    

What IS In It For Your Team?      

What Does The Term Customer Service “Rep” Mean in DCS?       

Story: AHT vs. THT           

The Leaders: Retaining and Attracting the Best People   

The Hiring Profile of Agents in a DCS Environment            

Sample “Situational Interview” Questions            

The Bots: Humans and Machines Working As A Team      

Here to Help You, Not Replace You          

The “HR Department” for Your Virtual Team       

Managing Microbots with Specialized Skill Sets  

DCS in Action: AI Management Deployment       

Live Assistance? Virtual Assistance? Or A “Hybrid” of BOTH?        

“Confidence Equity” Works Both Ways--For Customers and Agents          

Story: Standing On The 50-Yard Line       

Key Takeaways: Chapter 6           

Chapter 7: The Positioning - How DCS Future-Proofs Your Company       

Time To Move To The Center Of The Universe    

Internally: It’s a 6x3 and A-to-Z World    

The Dichotomy of Expectations

Story: The Ultimate “Effortless Experience”         

Externally: CX is The Last Frontier For Differentiation      

Positioning “Digital CX” As A Differentiator          

DCS in Action: Differentiating Service for International Customers             

Key Takeaways: Chapter 7           

Epilogue: To Infinity and Beyond

Digital Customer Service FAQs



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