Customer Service and ICT

This quote highlights the importance of always improving customer service. The introduction and integration of technology into business operations, especially in the customer service department, has helped this cause immensely. There are many ways in which ICT has helped businesses provide better support to their customers and with more ease and efficiency. Read ahead to find out what ICT is, and the various methods it has used to help businesses enhance customer service.

What is ICT?

Information and Communication Technology, also known as ICT, as the name suggests, is the use of technology to spread information and communicate with the target audience. ICT makes communication easier for everyone. It involves all systems that send or receive information, such as computing, data management, and even the internet.

ICT is now very actively used in almost all industries, including manufacturing, health care, agriculture, education, and more. ICT helps businesses and individuals alike.

How does ICT help improve customer service?

The importance of providing good customer service cannot be stressed enough, and businesses have been finding and implementing newer and better methods to help reach this goal. ICT has stepped up its game and helped businesses in improving their customer relations in addition to customer service. After all, loyal customers spend more on a brand than a new customer. This fact speaks to the importance of not only finding but also maintaining loyal customers. Communication, tailored advertisements, and the availability of various methods of interaction are ways in which ICT helps businesses achieve this.

Customer Service and ICT: Communication

It is with the help of ICT that businesses and their customers are able to maintain communications via text, e-mails, social media, and other channels. Customers have the option to choose their medium of communication according to their convenience. This ease of access helps customers find answers to their queries faster, as they do not have to be physically present in the store.

The introduction of chatbots - robots that are designed to chat with customers to help them and answer their questions - has made it possible to interact with the business at any time of the day. This means that the customer does not have to wait until the business's opening hours to get answers to their questions.

Customer Service and ICT: Tailored advertisements

ICT also helps businesses create tailored advertisements for their customers based on their previous purchases and interests. This way, customers know about offers or sales on their available and new products. The platform makes sure that customers are not overwhelmed with information, and they know that only matters of their interest pop up when interacting with the business.

Customer Service and ICT: Method of interaction

Technology has given customers options to choose how they interact with the business at different points of interaction. This ability leaves a positive impact on customers, as they like to be given multiple options and to feel the power of their decision-making. For example, customers can choose to purchase online or physically at a store.

Customers may choose to use self-checkout or not. They also have the option to decide the method of payment, with a choice of card, hard cash, or even digital payment. Such options make it easier for customers to complete their process of purchase. On the other hand, a lack of options can inconvenience some customers, thereby lowering customer satisfaction.

Figure 1. Use of ICT in Customer Service, StudySmarter

Development of Customer Service using ICT

ICT has been able to improve the way businesses offer customer service with the use of websites, apps, and social media.

Customer Service and ICT: Websites

Websites and e-commerce have created a huge breakthrough for customers. These technologies have made shopping easier for customers, as it can be done in the comfort of their homes. They can also express their feedback on the company's websites. Websites can offer quick surveys or FAQs for customers at the end, asking them about their experience, user-friendliness of the website, the landing page experience, and so on.

Customers can also find product information reviews on the company website. Companies also provide contact details for customers that wish to contact the business to resolve a problem or find an answer to a product-related query.

Customer Service and ICT: Apps

Some apps, with the help of artificial intelligence or AI, show people how a product, such as a make-up product, would suit them. This technology assists and speeds up the decision-making process.

Apps and websites allow customers to create a profile that stores information about their likes, dislikes, previous purchases, shipping address, and method of payment. Customers can also receive notifications about upcoming offers or events at the store.

Customer Service and ICT: Social media

Social media's influence on growing business and improving customer service has been increasing tremendously. The use of social media in general is increasing among the worldwide population, especially after the lockdowns resulting from the COVID-19 pandemic.

Social media platforms such as Instagram and Facebook help businesses grow their reach by increasing their visibility to a wider market. These giants help brands build a direct connection not only with their existing or potential customers, but also with others that will strengthen the business networks.

Brands on social media platforms make use of influencer marketing, especially on Instagram. This is the technique of pairing with an individual on Instagram who has a considerably huge number of followers, that advertise the products of a brand, in an attempt to make the influencer's followers customers of the brand.

Figure 2. Developments in Customer Service through ICT, StudySmarter

What are the advantages of using ICT in customer service?

A few advantages of using ICT in customer service include:

• Tracking and analysing customer feedback

• Easier communication

• Quicker problem-solving techniques

• Better market presence

• Multiple payment options

• Ability to connect 24/7 with the help of chatbots.

What are some of the ICT requirements for enhancing customer service?

Businesses have to make sure that they follow the following ICT requirements to make sure that they can provide the best services for customers in terms of technology.

• Have a social media presence to be able to directly connect with customers and build a network.

• Collect customer information to understand patterns and trends. This information is leveraged to offer the desired services, thereby increasing customer satisfaction and sales.

• Scheduling customer service duties among staff with the help of technology to ensure smooth functioning of the department

• Operate multiple channels of communication for the customer.

What are some of the challenges of implementing ICT in customer service?

Just as ICT makes our lives easy, it also comes with its set of challenges. Some of them are discussed below.

• Maintaining information security can be challenging, especially when customers are asked to reveal some of their information either while creating an account, searching the website or subscribing to the company newsletter.

• Rapid changes in the technological environment make it difficult to keep up with the latest technological methods available for better customer service.

• Lack of knowledge of the latest technological advancements can hinder businesses from providing the best customer service, putting them at a disadvantage compared to their competitors.

• User-friendliness is an important factor for businesses using e-commerce. If the website is not user-friendly, customers will refrain from using this website due to inconvenience, thus losing sales.

• Implementing the right tools plays an important role in developing a business and its customer service, as the failure to do so will not yield the desired results.

Figure 3. Challenges of ICT, StudySmarter

The scope of ICT in business is immense and continuously growing. It has changed the way businesses function, making life easier for sellers and buyers, and making the provision and reception of services much more convenient and effective.