Companies that provide the most satisfying customer experience across all access points win.
That is the conclusion of the paper, "The Evolution of Customer Service: The Shift from Care 1.0 to Care 2.0," written by Nuance, a company specializing in customer service.
Care 1.0, according to Nuance, is the situation where companies wield the power in the relationship with customer by exposing customers to "Please call back" messages or "All our agents are busy" recordings or the endless and pointless loop of touch-tone menus.
"Today," Nuance experts write, "business is being conducted in a Care 2.0 environment where companies are required to make the most of every interaction in order to satisfy the expectations of increasingly savvy, highly mobile customers who feel entitled to great service and whose voices are amplified in the market."
Technology, according to Nuance, has shifted power to the customer. "Communication among consumers has reached an all-time high. The proliferation of social software — peer networks, blogs, chat, public rating systems and more — combined with growing media interest in consumer issues has made it easier than ever before for consumers to share their care experiences with an increasingly large audience and to influence public opinion."
Companies can no longer afford not to care, Nuance contends, and those that ignore this changing dynamic soon will find themselves lagging behind competitors who react quickly.