Until recently, customer experience was centered around an operational world built around cost reduction. Since then, companies have learned to measure the cost of customer acquisition as well as the cost of selling, and above all, they have understood the importance of building trusting relationships with their customers. Customer experience then revolves around the concept of efficiency: in order to build customer loyalty, companies seek to simplify and streamline customer journeys.
Hyper-automation, the new help for companies
Automation, self-service and bots have long been used by companies in their cost-cutting policies to limit the use of consultants. However, customers are looking for more human interaction. Evidence of this is that some customer services now offer their customers the ability to speak directly to an advisor in the voice menu.
On the other hand, companies are facing significant layoffs, especially in contact centers. There are many demotivating factors. The key for companies now is to engage their employees and empower them to succeed in their mission.
Hyper-automation, a term coined by Gartner, is changing the game by redistributing advisors’ cards. With this technology, they can focus on the conversation and empathy they can provide and less need to offer self-service.
While bots, chatbots, and other voice bots will remain essential tools for certain scenarios where customers want to contact customer service in the evening or on weekends, hyper-automation can automate self-service journeys. For other scenarios, this technology will be able to assist the advisor with a certain number of tasks. So, depending on the questions asked by the customer, hyper-automation offers predefined answers, offers to start in different applications. Knowing that an advisor often has more than a dozen programs at their disposal to process client requests, hyper-automation saves a lot of time and frees the advisor to focus on what he does best: meeting and advising clients.
Tomorrow, customer relationships will continue to transform towards greater empathy around new values of ethics, trust, transparency, respect for privacy and traceability. Companies will have no choice but to incorporate these restrictions to ensure they retain and/or attract new customers.
Towards new performance indicators
On the other hand, defining the right customer experience is becoming increasingly difficult for companies collecting large amounts of data. There is no longer ONE indicator – measuring cost or effectiveness is no longer meaningful – but there are SEVERAL performance indicators. And this multidimensionality will continue to expand in line with customer expectations.
Apart from bots or advisor support, artificial intelligence will also be the technology of the future for companies. In this way, it will be able to help distinguish the indicators that best help to retain one customer from another: should they focus more on ethics, transparency, respect for life? The latter will generate new reports taking into account all metrics to help companies make the right decisions.
In conclusion, let’s say that companies are entering the era of human-centered strategy. If automation is no longer a limitation for customers, it is necessary to master creating value in travel with the main idea of bringing out the empathy of human connections that we need so much today. The future leaders of expansion will be those who best understand the dimensions of the customer experience: customers and employees.
Author: Laurent MillanGTM Customer Experience Manager, NTT France
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