Old-fashioned customer service is still important

Lately there has been a lot of talk about the importance of omnichannel customer service.

Lately there has been a lot of talk about the importance of omnichannel customer service. For instance, an article from Business 2 Community outlines the reasons why companies need customer service on social platforms. While it's important to greet customers online, the performance of the customer service representatives in your stores could be suffering while you put extra time and effort into developing your Twitter customer service channel.

For instance, tech giant Apple has fallen out of favor with shoppers in the U.K. While the brand promises you can get quick service from the Genius Bar, it's often so busy that it's impossible to get an appointment. Shoppers who hope to run in and get assistance with a problem could end up being turned away because customer service representatives are booked solid with appointments. A survey of U.K. retailers from product review site Which? found that customer service at the store had fallen from first place to 13th place this year, Daily Mail reported.

Customer service has certainly changed over the past decade. Companies often need to have robust social media assistance on top of good service in brick-and-mortar locations. Still, retail stores are a home base, and if the service in these areas is lacking, problems are certain to arise elsewhere.

Companies can enlist the service of mystery shopping companies to find out how operations are running in brick-and-mortar stores. These individuals can take careful notes about everything from wait times to employee friendliness and report back on what could use improvement. In the case of Apple, it's not enough to have friendly customer service workers if they are so busy they can't help anyone. The store can respond by adding more employees or finding another way to make these individuals more available. While 13th place isn't bad, it's a long fall from the first spot on the list.