In our recent webinar, Preparing for the Next Evolution of Self Service, our expert panel agreed that customer service is evolving from a responsive model to a more proactive one. With customer activity being monitored for potential failure points, security is at the top of everyone’s mind. One of our audience members posed this question to our presenters:
Do customers have an option to opt-in to proactive services, or are those services just baked in to their offerings? I’m wondering about companies with privacy issues or objections to having a vendor “watching.” How do you deal with those objections?
Melissa Burch, Knowledge Strategist, Irrevo:
My sense is that this differs depending on the product. For instance, with credit card protections, the banks don’t really provide an opt-in because they are really protecting their own interests. If we want to use credit cards, we have to tolerate the inconveniences that come with theft protections. However, with monitoring and notification services for most products should offer the option to utilize them or not. With regard to the “watching”, I believe that companies have been doing that with ill-intent. We aren’t being “watched” in order to provide us with conveniences and protections that would need. Instead, we are “watched” to determine what additional products we might want to purchase. When products we buy provide us with “service” through monitoring, notifications and maintenance, then I see consumers having more tolerance. So, overcoming reluctance to participate requires consistent data protections and the delivery on promises to use the data for good.
Matthew Seaman, VP of Service Management and Operations, PTC
For the majority of companies starting on this journey today, we are seeing opt in, or opt-out, capabilities for the data being collected and sent. In our own experience, the key to customer’s connecting and sending data have hinged on two main aspects. First is transparency. We allow the customer to see and control the data being captured and sent. We also provide white papers and legal documents that can be used with security teams to understand the way we are connecting and how we manage the data once it arrives.
Being open and partnering has gone a long way. We have no products sending data that the customer is not aware of. Second is Value. As we all are experience today, we have given up a measure of personal control of information due to the value being delivered back to us. We all know that location services used on or smart phones to get directions can also be used to track our movements. We allow this though due to the convenience and value we get in return, and we do not often experience the misuse of that data. In our journey to have customer connect, before worrying about any internal value our company could gain, we started with how to deliver value to our customers. If the value outweighs the concern, then a large percent of people will opt-in.
If you missed the live broadcast, you can watch a recording of this webinar. Stay tuned to the Irrevo blog for more Q&A from this session, and follow us on Twitter to be the first to know when we share new answers.