Size doesn’t matter to the digital customer

Size doesn’t matter to the digital customer

If you use al least one online channel to get support you are a digital customer – and you’re in good company. In fact millions of consumers are doing the same. From a brand standpoint, while before the pandemic digital support was provided only by a limited number of big companies, today also small and medium-sized enterprises (SMEs) have embraced online customer service. Now the very question is: how effectively?

Two common mistakes 

During these last years I’ve been lucky enough to work with both big and small organizations, helping them develop their Digital Customer Service plans. I have to say that regardless of their industry, small / medium size companies tend to adopt the same approach previously used by the ‘big boys’. By doing so though, the reproduce behaviors and mistakes! That’s why I want to show you each of them and provide you with valuable tips to prevent them. Ready for that?

1. ‘ I knew it would not work for us…’

[Scenario] When they starting delivering Digital Customer Service, managers are already under pressure from day one. Unfortunately, that’s pretty common if they work within organizations whose C-Levels are still afraid of providing support over social media, messaging, live chat or video chat. In such cases the most frequent misconception is having set challenging goals within a too limited time span…just to convince them! Such an imbalance is super dangerous because when facing the first issues, the whole roadmap is being questioned!

💡 TIP: when preparing your Digital Customer Service roadmap make sure to set up short, mid and long term steps as well as related goals. You’ll get more indicators and enjoy first encouraging results from the very first weeks. At the same time you’ll be able to make any corrections in due course – where necessary.

2. ‘Let’s do like them [competitor’s name]’

Another frequent mistake small companies make is copying the same Digital Customer Service model big corporations they’ve adopted. Well, it just doesn’t work because the number of customers to deal with, thus the volume of conversations on a daily basis are way different one an other. Therefore if you opt for a new digital support channel just because the ‘big boys’ did it, you’re bound to get in trouble soon. Similarly, chances are that your processes and procedures will not be aligned neither with your customer expectations nor with your support team staffing.

💡 TIP: one of the greatest opportunities that you have today is optimizing your support model. Since online channels and platforms are tools, take advantage of them to review and improve experiences by crafting each conversation with your customers. This is your chance to build up your own Digital Customer Service framework to stand out from competitors. Go grab it!

Over to you

As we’re getting towards the end of this article I’d like to hear your thoughts:

  • Are you familiar with the above common behaviors mistakes?
  • What are your next Digital Customer Service challenges and goals?

As I dive into these topics in my 1-to-1 coaching sessions with customer service managers, I’d love to read your feedback. Share your experience in the comments below, or let’s talk in private here.

Have great conversations.

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About Paolo Fabrizio

Digital Customer Service Consultant, Trainer, Author, Speaker. In the 90s he took part in the startup of the first online insurance company in Italy, following the customer's entire life cycle. Since 2013 as a consultant and trainer he has helped companies to exploit digital customer service as a business lever. Founder of, he is the author of thematic books at thematic conferences in Italy and abroad and lecturer at the Bicocca University of Milan.

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