KUALA LUMPUR, 30 JULY 2008 - Analyst firm Frost & Sullivan says the emergence of Web 2.0 technologies has triggered a change in customer service methodologies.
According to the company, the emergence of blogs, social networking sites, video-sharing sites like YouTube, interactive worlds like Second Life, and collaborative environments like Wikipedia have encouraged individuals to start exploring and using these tools.
Frost & Sullivan senior research manager Audrey William said that this has triggered a change in customer service methodology as organisations study how customers are now reaching them.
Web 2.0 represents a new phase of collaborating, sharing and communicating at the consumer and enterprise level.
Malaysia as contact centre hub
William said: With many multinationals establishing contact centres in Malaysia, and the country's growing prominence in the contact centre outsourcing industry, it becomes increasingly important for organisations to understand the Web 2.0 trends that are impacting customer service.
The financial services industry, which includes banks and insurance companies (BFSI) as well as telecommunication companies, will be at the forefront of embracing Web 2.0 strategies in Malaysia, she added.
Moreover, several contact centres in Malaysia are already using SMS (Short Messaging Service) to send confirmations of booking or purchase details, said William. This trend is expected to increase over time.
According to William, several telecommunication and insurance companies in the US now monitor blogs. For example, a US cable company recently responded within 20 minutes to cable outage complaints by a blogger and a technician was dispatched to fix the outage.
We are in an evolving landscape in which customers are being exposed to a variety of communication channels. This is pushing contact centres to re-invent themselves.
William also advised telecommunication companies in Malaysia to take note of these trends and understand how this will change the face of customer service. We are in an era where real-time and immediate feedback is crucial.
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