Apple’s new Business Chat could have a huge impact on customer service by changing the balance of forces between consumers and companies.
We all know what good customer service should look like, and the people on the “inside” know it just as well as you do. Those folks – from the CIO down to the floor-level call center manager – are consumers too, after all; but the pressure of short-term goals leads them astray.
For example, they know that hiring more agents will shorten hold times. But that extra cost is obvious and immediate, whereas the damage from frustrated customers is gradual and hard to measure.
Consumer complaints can exert pressure, but it is diffuse. There’s no enforcement mechanism. There’s no sheriff in town. I believe Apple is aiming to change that situation with Business Chat.