Unified Communications and Collaboration as a Key to Ameliorate the Customer Service Experience

Table of Contents

1 Introduction

2 Theoretical Foundations

2.1 Asynchronous and Synchronous Communication

2.2 Business Intelligence

2.3 Convergence

2.4 Customer Interactions

2.5 Customer Relationship Management (CRM) Systems

2.6 Digital Natives

2.7 Information and Communication Technologies (ICT)

2.8 Social Media

2.8.1 Social Media Overview

2.8.2 Example 1: Benefits of Social Media for a Bank

2.8.3 Example 2: Integration of Social Media and Enterprise Workflow Systems

3 Unified Communications and Collaboration

3.1 Definition of UCC

3.2 Benefits of UCC

3.3 Elements of Unified Communications and Collaboration

3.3.1 Application or Desktop Sharing

3.3.2 Calendar

3.3.3 Co-Browsing

3.3.4 Conferencing Audio/Video

3.3.5 Computer-Mediated Communication (CMC)

3.3.6 Document Management

3.3.7 Email

3.3.8 Fax

3.3.9 Fixed Mobil Conversion (FMC)

3.3.10 Instant Messages (IM)

3.3.11 Presence

3.3.12 Really Simple Syndication (RSS)

3.3.13 Short Message Service (SMS)

3.3.14 Video

3.3.15 Web 2.0

3.3.16 Web Call Back

3.3.17 Web-Chat

3.4 UCC Key Modules – Effort and Potential

3.5 Barriers to progress with UCC

4 Customer Experience

4.1 Dimensions of Customer Experience

4.2 Service Experience

4.3 Design of the Customer Encounters

4.4 Decline of Customer Experience through the refusal of communication

5 Case study: „Telekom hilft”

5.1 Initial Situation

5.1.1 Telekom’s Corporate Strategy

5.1.2 Telekom’s Brand Strategy

5.1.3 Telekom’s Corporate Values

5.2 Objectives for the „Telekom hilft” project

5.3 Execution of the Project

5.3.1 Transformation of the Brand-Values

5.3.2 IT-Infrastructure

5.3.3 Processes

5.3.4 Milestones and associated Projects for „Telekom hilft“

5.4 The new Points-of-Customer-Contact

5.4.1 „Telekom hilft” – Twitter Channel

5.4.2 „Telekom hilft” – Facebook Service Channel

5.4.3 „Telekom hilft” – Service Notizen Blog

5.4.4 „Telekom hilft” – Facebook Service Videos

5.4.5 Telekom at Foursquare

5.4.6 e-Etiquette

5.5 Project Resume and Outlook of „Telekom hilft“

6 Resume, Future Outlook and Critical Appraisal

Research Objectives and Core Themes

This paper examines the modern landscape of enterprise-customer communication, specifically focusing on how Unified Communications and Collaboration (UCC) technologies can consolidate diverse interaction channels into a single, efficient environment to improve employee performance and customer service. It further explores Customer Experience (CE) and Customer Experience Management (CEM), addressing the negative impact of communication refusal by companies and illustrating best practices through the "Telekom hilft" case study.

• Methodology of UCC for reducing organizational complexity.
• Dimensions and management strategies of Customer Experience.
• Impact of interactive communication versus channel refusal.
• Implementation of social media as a viable corporate service channel.
• Practical integration of social media into enterprise CRM workflows.

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides an overview of the shifting landscape in communication technology and the rising importance of the ICT sector for modern enterprise.

2 Theoretical Foundations: Explains key concepts including synchronous vs. asynchronous communication, business intelligence, customer interactions, CRM systems, and the role of social media in business.

3 Unified Communications and Collaboration: Details the definition, benefits, and specific technological elements of UCC, alongside the effort/potential of key modules and existing barriers to progress.

4 Customer Experience: Analyzes the dimensions of CE, the process of CEM, the significance of service encounters, and the negative consequences of communication refusal.

5 Case study: „Telekom hilft”: Demonstrates the practical application of new communication channels and branding strategies within the Deutsche Telekom organization.

6 Resume, Future Outlook and Critical Appraisal: Concludes the paper by summarizing the strategic value of unified communication environments and providing an outlook on future trends in customer service.

Keywords

Unified Communications, Collaboration, UCC, Customer Experience, CEM, Social Media, CRM, Telecommunication, ICT, Customer Interaction, Service Excellence, Digital Natives, Business Intelligence, Enterprise Workflow, Communication Channels

Frequently Asked Questions

What is the primary focus of this work?

The paper focuses on the state of communication channels between enterprises and customers, specifically how UCC methodology can integrate these channels into a single, cohesive environment to reduce employee complexity.

What are the central thematic fields covered?

The core themes include Unified Communications and Collaboration (UCC), Customer Experience (CE) Management, and the strategic implementation of social media as a business interaction channel.

What is the primary research goal?

The goal is to demonstrate how organizations can create a competitive advantage by adopting new, interactive communication channels and utilizing UCC to streamline internal processes and improve the overall customer experience.

Which scientific methods are employed?

The paper utilizes a literature review of current communication theories, an analysis of business intelligence applications, and a descriptive case study of the "Telekom hilft" project to provide a practical evaluation.

What does the main body of the work cover?

It covers theoretical foundations, detailed elements of UCC, the management of customer experiences, and an in-depth practical case study of Deutsche Telekom's initiatives to integrate social media into service workflows.

What are the defining keywords of this paper?

Key terms include Unified Communications, Collaboration, Customer Experience Management (CEM), Social Media, Customer Interaction, and CRM.

How does the author view the "Do-not-reply" (DNR) email phenomenon?

The author views DNR emails as a negative trend that lowers perceived interactivity and customer satisfaction, often contradicting the promise of modern, interactive communication provided by social media adoption.

What does the "Telekom hilft" case study reveal about corporate social media use?

It reveals that a successful implementation requires a clear alignment with corporate values, training of staff for crisis management (e.g., "shit-storms"), and the systematic activation of loyal customers as peer-supporters.