“We are a service company that just happens to sell shoes.” Tony Hsieh, Zappos CEO
“Customer care” encapsulates unfeigned interest in the customer and commitment to the care he deserves. It’s so much more than basic (aftersales) service or simply responding to customer queries. Instead, it’s ensuring the very essence of quality throughout every step of the customer journey
Customer care is step 5 of this journey, after orientation, selection, payment and delivery.
First, we will use this chapter to discuss the evolution from customer service to customer care, taking into account the influence of the Internet. As we will see, some retailers have plunged themselves into (almost) “obsessive customer care” by integrating ultimate care with customer service on every level and in every aspect of (web) stores.
In the second part of the chapter, we look to a possible future of ultimate care based on innovations like robotization, artificial intelligence, digital personal assistants, chatbots and robot advisers. Will they replace the human touch, or will real people always matter to customer care?
Finally, we will turn to customer intimacy, aimed at bringing back human dimensions to retail and helping customers feel properly recognized by giving them personal attention. Truly a challenge occupying the mind of many a retailer.
Target group: Manager
Module level: Manager
Version | 13 - 08 - 2018
Part of course: Ecommerce Strategy (ECON2)