From Good to Great: Transforming Customer Service with Virtual Assistants
Customer service has undergone a profound transformation over the years. From the traditional face-to-face interactions of the past to today’s omnichannel, technology-driven approaches, every step in this evolution has been driven by one purpose: to better meet customer needs.
However, as Erik Buesing points out at McKinsey Talks Operations, today’s customer service leaders face unprecedented pressures: “Pressure to be efficient and reduce costs, improve the customer experience, manage employees in increasingly complex environments, and expand the role of the contact center to include more consultative sales or advisory services to generate loyalty.”
Source: The Evolution Of Customer Care: AI And The Gen Z Effect
In today’s fast-paced business environment, staying current is crucial. As Brian Blackader explains: “What seemed good a few years ago has changed. Back then, just being available was sufficient. Now, we’ve returned to fundamentals: solving problems effectively and meeting customers at different touch points. Expectations have risen; customers now expect not just solutions but also personalized understanding and commitment.”
In essence, good customer service isn’t just about being available—it’s about standing out in the moments that matter most. The goal is to create experiences that:
Delight and impress customers.
Build loyalty.
Resolve problems effectively, maintaining an excellent standard of service overall.
Success Story: A Cinema’s Transformation
A perfect example of this transformation is the case of a cinema that decided to reinvent its customer service and overall management model. For years, the cinema operated under a traditional framework: long lines to purchase tickets, employees behind counters selling popcorn and soda combos, and administrative tasks fully dependent on on-site staff. While this system worked, the growth of the business and rising customer expectations began to demand something more.
The change began with a strategic and technological approach, using virtual assistants (VAs) and remote staff to complement and transform its business model. The main changes included:
Creating a modern, secure digital platform: A user-friendly website and interactive app that enabled customers to:
Purchase tickets online from the comfort of their homes.
Pre-select and buy popcorn and drink combos.
Access reviews and ratings from other users, fostering trust in their experience.
Use digital tickets and self-purchase features, eliminating long lines and improving service speed.
Related: Tasks You Never Imagined You Could Delegate to a Virtual Assistant
Reducing on-site staff and optimizing remote work: By incorporating VAs and remote teams, the cinema redistributed resources, assigning tasks such as:
Administrative management: Organizing meetings between managers and cross-functional teams, coordinating training sessions, handling employee requests to management, managing vacation schedules, and ensuring smooth day-to-day operations across departments.
Sales data analysis: Monitoring and analyzing ticket and combo purchases to optimize inventory, reduce costs, and improve offerings to customers.
Online customer service: Resolving inquiries and issues via live chat, email, and social media, providing agile and personalized support 24/7.
Social media management: Crafting content, scheduling posts, and interacting with followers to build engagement and promote promotions or events, enhancing the cinema's online presence.
Contract review: Reviewing and organizing contracts with brands, suppliers, sponsors, and advertisers to ensure they align with business objectives and operational needs.
Related: Unlock Your VA’s Full Potential: Take Our Interactive Quiz Today!
Inventory optimization: Using data collected through the digital platform, the cinema adjusted its supply orders (popcorn, drinks, snacks) to avoid waste and meet customer preferences more effectively.
Key results:
Speed and efficiency: Waiting times in lines were significantly reduced.
Greater personalization: Analyzing customer data allowed for tailored promotions based on preferences.
Continuous improvement: Customer reviews and surveys helped identify strengths and areas for improvement, consolidating a more positive and customer-focused experience.
Cost savings: By reducing on-site staff while increasing strategic remote tasks, the cinema achieved more efficient use of its resources.
However, the company recognized that technology couldn’t entirely replace the human touch. On-site staff were retained to provide personalized assistance, resolve doubts, and ensure every customer received warm and attentive service. After all, what would a cinema experience be without the smile of someone helping you or the welcoming atmosphere created by a human team?
The Human Touch in a Tech-Driven World
As Erik Buesing emphasizes: “Good service is characterized by the ease of problem resolution, the accessibility of information, and the integration of communication channels so that every interaction contributes to a coherent resolution process.”
This principle aligns perfectly with the use of virtual assistants (VAs), who provide a seamless blend of technological efficiency and human intelligence. From analyzing sales data to managing social media, remote staff equipped with the right tools can revolutionize customer service while maintaining the personal touch that builds lasting relationships.
Related: The Art of Creating an Extraordinary 2025 for Your Business
From Good to Great, One Moment at a Time
As we look to the future of customer service, Erik Buesing’s words remind us of what truly matters: “In essence, a good service means standing out in the moments that really matter: those critical moments when customers need us most.”
By leveraging the power of virtual assistants and embracing a customer-centric philosophy, businesses can deliver exceptional experiences that delight and inspire loyalty—one moment at a time.
Let’s create those extraordinary moments for your customers together. Schedule a free Discovery Call today, and discover how our Virtual Assistants can elevate your customer service and grow your business.
