Brian Solis, the person Salesforce calls a global innovation evangelist, hit the proverbial nail on the head with regards to the state of today’s customer service when he said, “Social media is about sociology and psychology more than technology.”

COVID-19 placed an exclamation point on customer service as consumers flooded digital platforms in search of products and services. If they ran into issues or had a question or had a need for more information, the first place many turned to was customer service. How they were treated under these stressful times affected their future relationship with the brand.

Earlier articles pointed out that studies show many consumers who went online to browse and shop would continue to do so in the future. Here’s some tips on elevating customer service to nurture and retain these new visitors.

Keep It Personal

Personalization, both through AI and in-person customer service centers, is paramount. Personalization and customer data platform company Evergage’s survey found that 61% of companies attributed personalization to increasing the quality of their customer experience. A Gartner research study last year reported that brands could lose more than a third of their customers because of unsatisfactory customer service.

Many brands gather good data on their customers but fail to share it with other departments like customer service. Collaboration is important to steward these consumers. So, too, is proper training in using customer names and showing empathy about their concerns or issues.


Observers expect use of AI to accelerate, especially with pressure to impose staff and budget cuts because of the pandemic. Many experts foresee that AI will be used to handle initial queries that relate to most frequently asked questions and concerns. They anticipate that real people would be called in for more complex situations requiring a “hands-on” approach.

Speech Analytics

Utilize cloud-based analytics that distinguish keywords and phrases. This can lead to identifying key customer issues, need for price changes, understanding buyer behavior, and the main reasons for customer churn. Webchat is here to stay, according to a study performed by Hanover Research in 2019.

Webchat Support

That same Hanover report showed that 80% of companies surveyed had experienced increases in inbound chat questions before the pandemic. There’s no doubt the numbers escalated during COVID-19, so support for web chat is not an option any longer.

Contact Center

Research of companies last year by Enterprise Connect showed that almost 75% recognized the importance of contact centers and would be investing in them this year. This is good news for consumers, but it also stresses the importance of collaboration among all departments connected with the consumer journey.

The same study discovered that 63% of respondents already supported agents working remotely. This was an asset during the pandemic and will remain so in the future. The study added that 40% expected to increase their number of customer service reps this year. The remote work ability is also viewed as a plus, as brands replace retiring boomers with Gen Zers who relish work / life balance.

Digital Transformation

To many, the contact center is the heart of digital transformation, as more consumers rely on online platforms to search for and purchase goods. Brands that invest in the right technology will be better suited to handle, manage and analyze their consumers’ needs.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.