OTT is the acronym for over-the-top applications. These are apps where consumers get their goods via unconventional channels. It is a disruptive technology that is key to eliminating costs and making goods more accessible and more affordable than a traditional distribution channel.

An example of an OTT app is Netflix. There was a time when you the only way you could watch a movie TV show was to rent a DVD or wait for a channel to broadcast the film. Today, you have an app that lets you choose what to watch anytime, anywhere.

But what roles does it play in customer service?

OTTs Can Provide Customers Instant Service

Today, customers feel an extreme limitation—they can only be serviced at times when the company’s customer service channels are open.

Although there are companies offering 24/7 support, we cannot deny that customers still have to wait in the queue. This alone infuriates customers because we are living in a world where customers are getting used to getting immediate service.

OTT and Omnichannel support now exist, and they come in the form of Chatbot Services . Many companies now employ automated chat customer service where robots respond to basic customer inquiries. The one glaring problem is that consumers cannot get reasonable support for complex problems like billing, as this still has to be analyzed by a human being.  

OTTs Can Provide Customers Freedom of Choice

Today, consumers can only make changes to their accounts after it is approved by a customer service rep. This, of course, requires time.

The customer has to call, make a request, and then a human being on the other side of the world has to review the case and either approve or deny it.

Most companies make this request process convenient. They make sure that their consumers can reach out to them in different popular channels like Viber, Line, or WeChat. But this is not enough.

Customers must be able to make these changes themselves on an OTT platform. And this revolution is not starting in large companies like Google. This tech giant now has Google Fi, a telecommunications service that provides call, text, and data to consumers.

In this service, consumers can make changes to their accounts by using an OTT app. In here, they can toggle how much data they are willing to pay. They can choose between 1GB to unlimited, and they can make these changes at any time.

Summary

A company, despite having customer service channels like Whatsapp chat support or presence on Telegram, has to catch up with the changing trends in customer service demands. Consumers today want service—and they want it fast.

OTT and the future of customer service is palpable. OTT apps will play a critical role in becoming a standard, or a basic expectation, of consumers. For now, only tech giants are seemingly on the bandwagon, but you need to do what you can to jumpstart this process and get it done right before you get left behind.

And the best approach you can use is to outsource the technology to developers and have them build an OTT app that can deliver impeccable freedom and customer service to your consumers.

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For inquiries, write to bd@athl.com.hk.