Why is customer service important in today's society?

Customer service has always been important, although some companies realized that sooner than others. What a customer experiences when they contact a business for help can either strengthen the relationship or break trust, making the customer question why they're spending money with a brand that doesn't seem to care about them. Customers have been turning up the heat on businesses lately, demanding more from customer service and the experiences businesses deliver. 

Multiple factors seem to be behind these demands to make customer service even more important in today's society, but one in particular really stands out - shifting consumer expectations.

Remember when consumers were easily satisfied with low prices or fancy product features? The rules were pretty clear for businesses then - compete on price or compete on product quality. And deliver customer service that was "good enough."

But in today's society, that's not enough. Low prices and great products are "table stakes." Consumers have come to expect them, so it's harder for businesses to differentiate based on price and product. Enter the experience economy.

"The customer experience is the next competitive battleground.” – Jerry Gregoire, former CIO at Dell

Consumers in today's society now expect businesses to consistently provide exceptional experiences, and those expectations keep growing. According to research conducted by Salesforce, 67% of customers say their standards for good experiences are higher than ever.

And the quality of customer service plays an important role in satisfying these standards. Provide great customer service and your business will be rewarded, but stumble and your customers are likely to move to a competitor. Our research backs this up - 89% of consumers are willing to buy more from businesses that provide exceptional customer service while 80% are willing to go to a competitor if the customer service doesn't meet their standards.

Switching to a competitor can be very simple and a motivated customer will find a way to do it even if it isn't so easy. The goal of every business should be to give every customer a reason to stay by delivering competent, trust-building, satisfying customer service all the time in every support channel.

So, perhaps a better way to phrase the question is "why is customer service more important than ever in today's society?" and the answer is because the customer expects it. Simple as that.

NICE provides the platform you need to deliver outstanding customer service.

NICE CXone is the market leading contact center software in use by thousands of customers of all sizes around the world. CXone is a cloud native, unified suite of applications designed to help a company holistically run its contact (or call) center operations and deliver on their customers' service expectations. Find out more about what NICE can do for you and your customers.

Any digital channel

Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.

  • Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
  • Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
  • Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.
CXone digital channel
Empowered agents

CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.

  • Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
  • Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
  • Customer Card: full customer context, journey and conversation history, plus sentiment.
Holistic management

With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.

Related resources
Case Studies

Best Practice: The Power of a Digital First Contact Center

Your customers have different preferences in how they want to contact your business. Hear from NICE customer, ESCI on how opening digital channels transformed their contact center, improved agent productivity and drive down costs for their contact center.