I was reading “Is Apple Watch The Next Frontier For Social Customer Care?” published by FutureCare.Today a couple of weeks ago and was thinking about the idea of “glanceable moments” yesterday. It got me thinking about how this concept might disrupt service models, in the same way that Snapchat challenges you to apply the principle of impermanence, and therefore having to make decisions about how you interact with the world around you.
What might “glanceable service” look like?
I don’t like the phrase, but you get the idea.
Glanceable = immediate, transitory, in transit, momentary, impermanent, in passing, in the moment, requiring only minimal attention, understandable at a glance, and intuitive.
Now combine this idea of “glanceable moments” on your smartphone or smartwatch with the increasing move towards a more visual type of touchpoint — images rather than text. Kind of like O2’s #Tweetserve but using images rather than #hashtags. Now think a set of emoji-like icons, which represent your most common customer service transactions. I use the word transaction, rather than interaction, intentionally. That’s not to say you still can’t use smiley faces for customer satisfaction feedback. You get the idea of “glanceable service”… still don’t like the term.
Now take this a step further.
Imagine if organisations weren’t so obsessed with the need to know everything about you. Imagine if organisations didn’t need to look your record up, get you to pass security checks, update your email or phone number. Imagine if organisations realised that “your context” should determine the nature of their interaction with you… so imagine if they simply created a “disruptive service” model that literally gave you the answer that you needed, at that moment in time, in that place, and no more… perhaps “glanceable service” has a chance?
Yes, I am being playful, but at the same time organisations must not fail to interpret this move to images, this move towards a more responsive, less invasive type of customer service. Organisations must not overlook new and subtle shifts in the way we do things because it’s too difficult to change, because we’ve always done it that way, because our systems aren’t able to cope with it. Systems can cope with anything, it’s our minds that can’t!