ICT & Customer Service (AQA GCSE Business)

Automating Customer Service

• ICT can play an important role in improving customer service, often at a relatively low cost

Diagram: ICT and Customer Service

Customer service can be automated on websites, via e-commerce and social media

ICT methods

Websites

• Most businesses have some form of web presence

  • A simple website provides contact and location details and showcases the products a business offers

  • Many websites allow customers to communicate with a business

    • Some make use of chatbots to allow real-time communication to solve customer problems

    • Frequently asked questions (FAQs) allow customers to quickly access the information they need

    • Customers can leave reviews of purchases or interactions with a business via its website

      • This information can help other customers in their buying decisions and provide important market research data to further improve customer service

E-commerce

• E-commerce refers to the buying and selling of goods and services online, using a computer or mobile device

  • Consumers can browse and purchase products at any time of the day and from anywhere in the world

  • Customers can be alerted to special offers, complimentary items, product availability and product suggestions

  • Prices can be changed swiftly, allowing businesses to offer competitively priced products

  • Secure payment for products can be processed, delivery details confirmed and records of transactions stored online

  • Online sales and browsing data can help businesses determine appropriate stock levels to ensure customers can access the products they want

Social media

• Social media refers to websites and applications that enable users to create and share content or participate in social networking

• Many businesses choose to establish an online presence on social media channels such as Facebook, Instagram, X and YouTube

  • Products and promotional offers can be shared instantly with large numbers of interested followers

  • Businesses can monitor responses (such as 'likes' and 'shares') to these posts and respond quickly and directly to customer comments

• Whilst automation can deliver customer service quickly and conveniently, some consumers may not welcome the loss of the human touch

  • E.g. Computers cannot smile, ask about a customer's day or detect neuro-diversity

  • As a result they may not deliver the most appropriate customer service