Digital transformation and customer service are concepts that are closely related. This is due to the fact that the customer is the focal point of the digital transformation.

Although the customer has always been important (and this has led to classic statements such as” the customer comes first” or” the customer is always right”), new technologies have provided the customers with tools that make them more powerful than ever.

For example, think of the opinion websites. Multiple studies show that a large part of customers are informed on these types of websites before making their purchases. And we must take into consideration that buyers’ feedback is what feeds these types of websites.

We can also take a look at social networks, where any comment -positive or negative- about a company or product- can become viral and end up reaching hundreds of thousands of people. A reaction can have a significant effect on a company’s digital sales or reputation.

With such powerful tools in their hands, the client is no longer just an important figure, but is also a key figure in the strategies of companies that are aware of the new era in which we live. Therefore, the power of technologies for the user must be taken into account in any approach to digital transformation.

Digital transformation and customer service: the two of them are bound to get along

At this point, it is inevitable to think that one of the services that will be most affected by the digital transformation in any business will be customer service.

If there is a key moment when it comes to determining the opinion a client about a company, it is the customer’s contact with the service. Keep in mind that when someone gets in touch with customer service, multiple emotional factors are involved.

First of all, we will find a different mood in the clients than their usual one. When a person contacts customer service it is usually because they have a problem with a product or service and problems generate stress, nerves and bad mood, especially when they pay for a product for which they have a series of expectations that are not being met.

Second, the interaction with the service itself has an emotional component, as the face-to-face treatment usually causes feelings that range from enjoyment to anger, depending on the level of satisfaction provided by the experience.

And this satisfaction will greatly depend on the loyalty or loss of the customer, as well as the potential publicity, both positive and negative, that can be passed on when the customer talks about our company with his or her family or acquaintances. Don’t you think that’s a good enough reason to take all this into consideration?

The digital transformation itself also affects customer service

But it’s not just the importance of customer service that makes this service a key issue when it comes to digital transformation. Similarly, the resulting changes also change the way customer service is performed. Let’s look at some examples:


The time it takes to answer a customer’s complaints or needs by answering only behind a counter or over the phone is outdated. Today, users expect to have various means of dealing with companies, which results in multi-channel (or even omnicanality) when it comes to interacting.

Telephone and face-to-face contact, but also through e-mail, apps, social networks, chats, web forms and anything else that technology can offer. The options for customer contact are multiple and this increases but also makes customer service more complex, so it will be necessary to invest on more resources and better organization.


And the multiplication of contact methods is accompanied by an enrichment in the relationships between companies and customers, the possibility of getting to know them and of giving them a more personalized treatment. Because it’ s by no means the same thing to send a product to a physical store and then forget about the client than to sell through a website and see how he or she interacts with our company’s social networking profiles, leaves comments on our blog, fills out satisfaction surveys on our website, etc.

These are all means that technology offers to get to know our customers better and that, as a consequence, force us to give them a more personalised service so that we do not lag behind our competitors.


It is part of the concept of digital transformation. And when it comes to customer service, it is not just about the new technological possibilities available to the user in order to contact the company, but also about the technologies that the company can use to manage customer service.

Thus, there are currently many technological tools that can help improve the management of such a complex activity. Do you want to meet ours? It is about Pandora ITSM.

Pandora ITSM is software that has, among other features, an issue management tool (help desk software) based on tickets (ticketing), which can be very useful to help customer service in a digital transformation environment.

You probably already know how help desk tools work, but you might not know Pandora ITSM yet.

Pandora ITSM is software created by Artica Soluciones Tecnológicas, a young and dynamic Spanish company that has developed tools as powerful as Pandora FMS monitoring software. Don’t forget to leave a comment in the comment section down below! We will read all of them, and these will be quite helpful! Do you have any bad experience with customer service? Let us know right at the end of this article!

Today, some of the leading companies already have Pandora ITSM. Here you can find some of them:

And here you can learn more about what the Pandora ITSM helpdesk tool can do for you:

In addition to this, you can also contact the Pandora ITSM team and send us any questions you may have about the product.

You can easily do this using the contact form at the following address:

The Pandora ITSM team will be happy to help you!