Customers do not engage brands, that are slow to respond to their needs.
They expect timely, reliable and effortless customer service across all channels. And delivering successful customer experience (CX) journey brings focus on continuous innovations, on new technologies, tools, platforms and new channels to engage customers, delivering a truly omnichannel approach.
While transactional events will move to self-serve and automated models to streamline the processes, it is important to recognize that real conversations and connections can not be replaced by technology. Digital and technology innovation will remain key focus for the future and the true value for customers will only be realized when we leverage the main objective of platforms such as Messenger, WhatsApp, Viber or chatbots to enhance our ability to connect and build trust.
Customers are moving towards self-service options. According to Everest data reports non-voice channels are growing at a healthy rate, lead by chat. 40% of US online adults prefer to use digital customer service rather than speak with a live person on the phone, according to Forrester data.
Another good example of the customer experience transformation is Artificial intelligence (AI). AI is expected to produce the same level of business and social disruption as the internet produced. Companies need to deliver against customer needs, both now and in the future, realigning people, process and technology with the consequences of this growing revolution. In the future many parts of the conversation with customers will be handled by automated or human assisted channels, the more complex customer needs will be supported by human talent assisted by robots, working in the background to helping them to perform more efficiently or find the best solutions, always respecting consumers’ profile, tone and history with that brand. Customer expectations will continue to grow, demanding more authentic and personalized interactions and companies must develop and deploy highly efficient and collaborative models in order to keep pace with these expectations.
The new levels of expectations are not necessarily bad news for businesses. Customers are willing to pay more for better services. The automated, semi-automated and human-assisted channels will allow companies to provide greatly differentiated, high-touch services that reinforce the company’s brand identity and customer value proposition. Brands that do not innovate will suffer. The winners will be the companies that learn to run a thread through all channels and provide omnichannel customer support.