Many luxury brands have struggled to fill their stores due to poor service. But this issue isn’t just unprofitable; it also destroys brand equity.
The gap between human expectations of chatbots and their actual capabilities means this field has a lot of development still to come.
Can brands find a happy medium between the traditional idea of 'omotenashi' and the quick, efficient shopping a younger generation demands?
Phillip Rubel, who recently entered the design world after a long stint in advertising, compares the two industries and outlines how brands can use design to achieve distinction.
HONG KONG - The more a company can automate services and minimise call-ins, the more critical its customer-service staff becomes. And because of this irony, according to author and consultant Don Peppers, companies must be willing to invest even more money and trust in customer-service staff.
Once almost a back-office function, customer service is now the front-line in building the desired customer experience.
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