Prioritizing service? Here's why you need to go deep

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Summary:
It’s good that companies should worry about service, says Michael Ouissi of IFS. But bear in mind that complete service enablement requires changes to processes and core systems underpinning the business
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Ask any CEO about service and you’ll get a well-rehearsed discourse on how vital it is to put the customer first today more than ever. But is it that simple? The acknowledgement of the value of customer service as a competitive differentiator has accelerated as a result of the events of 2020. In soon-to-be-published research among 1,700 global executives, for example, we have found that a massive 74% of corporate respondents claim that guaranteeing a great customer experience has become more important because of the coronavirus pandemic.

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