TMC this year celebrates 30 years of covering customer interaction, which means it couldn’t be a better time to look at where we’ve been with customer service and where we’re going. We’re already rebranding and retooling our customer experience effort. In this installment of our CUSTOMER. The company’s core technology, which offers users the ability to automatically create millions of broadcast-quality videos, is aimed at satisfying what the company says is a big enterprise need to communicate more compellingly with any number of customers using video. coverage, we talk with Danny Kalish, co-founder and CTO at Idomoo.
We’re celebrating the 30-year anniversary of TMC’s Customer Interaction Solutions magazine. What has been the most important development in the past 30 years related to customer interactions?
Kalish: In the past 30 years, the Internet has certainly been the more significant development. Before the Internet, the service provider held all the cards. Now any information a customer might want are just two clicks away, including full transparency on their own history, account balance and activity with their current service provider, or about competing offers.
In the past decade?
Kalish: Social networks have given every personal customer experience – good or bad – a stage and a megaphone. A decade ago, the NY Times may have established your reputation, and a nice customer service call may have calmed a disappointed customer. Now the social networks with many independent and unedited opinions have more influence on any service provider’s reputation, and frustrated customers will air their disappointment publicly via tweets or Facebook posts way before a company representative even knows they’re angry. The opposite also applies. People are generous with their recommendations of great services, and friends who are more receptive to another friend’s recommendation than any paid advertisement. Idomoo takes this a step further. A positive customer experience like receiving a funny personalized offer, or great birthday video card, can be shared virally from one customer to all their online friends.
In the recent past?
Kalish: Most recently, customer attention span has dramatically shortened. People expect personal information, and generic advertisement is therefore losing impact.
How has the rise of IP-based networks impacted the call center? Customer interactions at large?
Kalish: The main impact is in live responsiveness. Even if a customer contacts the call center, the representative can immediately share information or offers for that customer – from live tutorials to special offers and even on-the-spot confirmation of new plans that dramatically increase the sell-through-rate. Idomoo takes this one step further, enabling a customer service representative to automatically generate a completely personalized video. For example, a new customer signs up for a new service. The customer services representative immediately generates a personalized video, with a tutorial or explanation of services and fees and of course a relevant up-sell to a complementary service. The customer sees the video in real time and can refer to it any time for future reference.
How is the rise of cloud computing impacting how businesses target, engage with and deliver product/service/support to the customer?
Kalish: The cloud provides a completely scalable, affordable method for deploying services for any number of customers. In our case, the cloud enables any size enterprise to create and share any number of high-quality, personalized videos, with each individual customer from tens to millions.
Want to learn more about video? Then be sure to attend the Video World Conference & Expo, collocated with ITEXPO West 2012 taking place Oct. 2-5, in Austin, TX. The Video World Conference & Expo highlights the latest strategies and technologies available to executives who are serious about leveraging emerging video communications capabilities to build competitive advantage. By bringing together the industry’s most innovative video technology vendors with end-users who are pioneering the use of video in the corporate environment, the Video World Conference & Expo mirrors a burgeoning market -- no longer just a corporate novelty -- with a growing appetite for learning the best practices in implementing video to make business communications more engaging and effective. For more information on registering for the Video World Conference & Expo click here.
Stay in touch with everything happening at Video World Conference & Expo. Follow us on Twitter.
Edited by Braden Becker