Technology Trends 2012- Web Site Re-Design

So, I must be honest and say I was not sure whether or not I should include this one in a blog that focuses on customer service and customer service technology. Why? Because historically, the CS team has very little to do with the website design and sadly they typically have very little to do with how customers get serviced on the website. Yeah, they might be the ones writing and maintaining the FAQs section, but other than that, other parts of the organization tend to control the design and flow of how a website functions for consumers. I see this changing even as we speak, but in my opinion, not fast enough.

Three things really are influencing the move to redesign the websites of most organizations, but specifically within customer support.

#1- Political Will- CS execs are stepping up and demanding a seat at the table more and more about decisions that are impacting their more traditional channels of communication with consumers. Instead of just waiting on Marketing or Sales to launch a new site and then bear the brunt of the disgruntled customers that call to get service because the website doesn't have their answers, CS execs are raising their voices about what CS should look like on the web. They are stepping forward and demanding that even if they don't own it, they want to influence and drive the experience of consumers. Kind of a no brainer, but becoming more and more common.

#2- Consumer Expectations- I was talking to a company recently that told me that they are rethinking their whole online strategy around service because they felt like the expectations that consumers had were so far advanced from where they were as a company. And this was not some old world company that hadn't had an update for 10 years. This was a major consumer brand name that was trying to figure out where the hockey puck was going to and trying to skate in that direction. They are looking at other big brands, that ironically are not in their industry, to understand what consumers like and don't like. And what they are hearing is that consumers want simple, easy and fun. Imagine that.

#3- New Concepts and Technology- The other major reason, I am being told, that companies are refreshing their sites is because there is technology coming out faster than they can even evaluate it that could drive major enhancements to the site. CS execs are looking at Community Forums, Knowledge Bases, Gamification, Live Chat, Virtual Agents, Interactive Videos and so much more to help drive activity online. Most of this technology is SaaS based, Cloud based or Hosted and can be turned on or off quickly to see if it will drive value. So what we are seeing as a result of this new technology are site redesigns that are built purposely to be more modular and flexible to accommodate the entrance or exit of any one technology that might be useful.

To summarize, web site redesign is a major initiative that I am seeing happening today in the CS landscape. Each company takes their own customized approach to what they think will ultimately serve the consumer best, but the good thing I am seeing is that CS Execs are owning it, they are trying new technology quickly and they are listening to what consumers want. Sounds like a recipe for success to me.....