Balancing Authenticity with Marketing Goals to Drive Customer Service

Chris Frascella is the Content Director at Velaro Inc., where he is responsible for promoting the improved performance & advancements of live chat software. Before joining the Velaro team, Chris was integral in the continued advancement & marketing of outcomes-oriented, case management software at Social Solutions Global.

Earlier this month, the Impact Blog! team included among their predictions for customer service expectations in 2015: “Authenticity wins the day.” This referred specifically to the increasing dissatisfaction among customers with overly scripted conversation and with sales pitches disguised as more innocent conversations. I’m going to address the first point, scripted conversations, specifically: how can you balance the desire for authenticity with the need for efficiency and for consistency in your customer service organization?

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