Advancing technology has somewhat altered the expectations of customers. While service agents are more equipped than ever to deal with the more demanding modern day customer, some contact centers still foster anachronistic techniques that ultimately hurt their business. Here are just a few of those old-fashioned techniques and their current alternatives.

1. Impersonal customer service

There was a time when correspondence between agent and customer was prim. This pre-established customer-agent relationship was the standard for professionalism and, most importantly, it made customers happy. Although professionalism is still a key attribute for any good agent, the modern-day customer has come to appreciate candor. You don't have to become Facebook friends or anything, but don't be afraid to establish a rapport. Customers want to feel like they're talking to an actual human being, and this is a large reason why people don't like to talk to chat bots -- especially when dealing with more complicated issues. So, word of advice: drop the straight-laced approach. Let your humanness shine; customers want to be reassured that you are invested in helping them, and you won't communicate that if you act reservedly.

2. Cookie cutter responses

Although there are such things as good canned responses, customers appreciate personalization. Imagine the frustration of a customer who writes a detailed email of their issue only to receive an automated response of the company's FAQ (which they’ve already consulted). It doesn’t take much to personalize a cookie cutter response. In written correspondences, for example, instead of addressing customers by their full name (or even worse -- just plain old, “Customer”), try for a simple, “Hi Reuben.” You’d be surprised how differently your email is received this way. In fact, a study from Experian claims, “personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates.”

3. Context lost through isolated communications

Although not fully realized yet, finding a way to connect existing platforms to retain the context of an issue is imperative for service centers. What does this mean, exactly? GetVoIP UC Writer Matt Grech corresponded with Vonage CEO Alan Masarek in reference to this exact issue. Masarek illustrates this problem using the scenario of searching for plane tickets online. If a customer calls the airline's support line to solve an issue they encountered while checking out, they’ll find themselves getting the agent up to speed. Without context, the agent has no way of knowing what actions the customers have already taken to resolve the matter on their own. Masarek's vision, should it come to pass, would make this issue nonexistent. As Grech summarizes:

“With increased connectivity, and less points of contact or hoops to jump through, customers will experience a new level of connection to the services and providers they choose to utilize. This layer of context applied with any support or customer service cases will allow for much greater help, and a level of personalization that just is not possible currently.”

4. Not having social profiles

Social media channels like Facebook and Twitter have become places where businesses can casually engage with their customers and resolve issues on a one-to-one basis. It's a grave marketing and customer service mistake to not engage your clientele on social media. Although the social media business space is exploding right now, some companies still consider a social media presence as being optional. However, this way of thinking opens a path for your competitors to thank your customers at any given moment. Many a frustrated customer takes to the Twittersphere to vent, and companies that closely monitor their social accounts have a chance to save that relationship, if not show that they are paying attention. However, if a company doesn't actively maintain their social media presence, there's nothing stopping competitors from stealing your irritated customers with promises of better service.

5. Outdated training

The quality of a business' customer service oftentimes forecasts its demise or success; in turn, the quality of the customer service relies on how well agents are trained. However, knowing this doesn't guarantee business owners will successfully plan according to this knowledge. Coaches should be showing trainees what to do to succeed, instead of telling them within a classroom environment. Rather than give employees general critiques they will hardly learn from, coaches need to take an experiential approach. Of course, technical training should be adhered to, but implementing hands-on learning and guided teaching will help make the process more efficient. For example, while working through hypothetical situations is good, reviewing particular recordings of each trainees' calls is much more illustrative.

The essence of good customer service boils down to forming relationships with customers. Whether it’s personalizing emails or tweeting back at Bob who only has 42 followers, customers appreciate these seemingly small details. Techniques will ebb and flow as technology progresses and social norms slowly evolve, but I suspect the factor of humanness will remain a constant for a long while yet.