ICT & Customer Service (AQA GCSE Business)
Revision Note
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
Examiner Tip
Make sure you don't confuse the use of technology to enhance customer service with how it is used as a promotional tool.
For example, social media can be used to promote new products, but it can also be used to communicate swiftly with customers with complaints.
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