Information technologies are changing the relationship between companies and customers, often benefiting both. Unlimited use of the technology, however, can undermine customer service. For a company to take care of customers, managers and front-line staff should listen empathically to what they say. But the rash of "innovation" are primarily aimed at reducing the cost of many companies was not transparent to their customers, which, as a consequence, not served, and all the more disappointing. No less damaging is the result of the alienation of workers from customers, a division that dampens empathy, where true customer care depends. Some of the innovative companies have shown, however, the technology does not have to ruin the relationship between business and the people they serve. Indeed, the technology really can enrich them if top managers (1) affirm their commitment to an active, empathetic involvement with clients, and (2) to understand how the existing procedures and systems that provide customer interactions, and (3) To facilitate the social network and other technologies to help our customers to tell their stories, and to enable workers and managers, so that they hear. Only when employees can enter the shoes of its customers, the company can add authenticity of the claim: "We care about you." "Hide
by Anthony Gorry, Robert A. Westbrook Source: Business Horizons 10 pages. Publication Date: March 15, 2011. Prod. #: BH423-PDF-ENG
