Software and services company, 7 CEO and founder, PV Kannan, claims customer service needs to be brought to the 21st century and businesses need to integrate it with technologies such as mobility and Big Data.
He was speaking at a "transforming customer care" roundtable in Sydney.
"Customer service is still stuck in the '80s -- what that means is you got all these fantastic experience, but when you try to call a bank or travel agent, you are stuck with the same prompt that you got in that era," he said.
However, although a large number of telcos have been recently turning to social media to solve customer service enquiries, the medium is a channel of last resort for the company, according to Kannan.
He said the Web and mobile channels are sufficient to provide productive and effective sales and customer service experience.
"There is no proof that customers want to engage via social media. It's only when your existing channels suck that you run to that channel," he said.
He mentioned that very few companies that portray strong performance and success in the service industry have a socially compatible customer base.
"There are very little questions raised in social media because their channels work. I go on the website, I get my question answered; I call the 1800-number and I get my question answered; I use the app, I get my questions answered -- that is what customers actually want," Kannan said.
He discourages 7's clients from adding more channels to aid with customer service.
"The best way to deal with it is not to add on to the channels because some of them don't even do a great job with their existing channels, so why would you want to add another? You don't want to handle conversations in public."
7 recently deployed its 7 Assist solution in Lenovo and Optus.
The solution is a live chat product that aims to combine prediction and real-time decision making with Big Data analytics.
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