Reinvigorating Customer Service in the Tech Industry

The tech industry is often highly impersonal — especially among companies that sell digital goods. A company can sell a digital service entirely over the Internet. The buyer pays online, and the service activates itself automatically. During the buyer’s entire time as a customer, he may never interact with an actual person.

Throughout the tech industry, customer service has become something of a lost art. Too often, companies rely on support forums, automated chat programs and online FAQ pages to answer customers’ questions. Customers who are unable find the answers they need through forums and automated solutions can end up feeling lost in the shuffle.…