As the pandemic forced us to change our very way of living, consumer behavior also changed drastically. Overnight, many people who were “fence-sitters” when it came to transacting “online” were literally forced to online since in-person contact became the least preferred way of doing commerce. This online commerce forced organizations to really take a deep look at their customer journeys both online and offline. Digital Technologies, earlier often relegated to “coming in the future” or “nice to have” became “essential” to survival. Retail was the hardest hit by this realization.
However, we find that now almost every area of the customer experience is being transformed by new technologies. Customers have evolved to anticipate new levels of perfection, performance, and just about everything in between as the possibilities of digital technology improve. Customers’ expectations are continuously evolving; thus, the current customer experience must go above and beyond old customer care practices. Companies that give a meaningful but relevant experience that meets or exceeds their consumers’ expectations will be successful.
To stay on top of these advancements and trends, we must grasp these new technologies and use them to communicate, interact, and promote in novel ways. Today’s organizations need to discover the proper digital tools to provide a great customer experience, build brand loyalty, and drive sales growth. CX is taking advantage of today’s technology and data to improve the entire customer experience. This involves sharing data amongst teams such as marketing and customer support, developing new roles to act on the data, and using new technologies such as AI, resulting in the implementation of a class of digital practices that leverage data to improve the whole digital trip for customers.
Leading firms in customer experience management are already utilizing these new technologies to achieve a competitive advantage. This ranking is topped by the utilization of artificial intelligence. According to one Research, by 2022, consumers would probably be handling 85 percent or more of their interactions with the organization without the need to be engaging with a human, at least for simple interactions. Many of the technological breakthroughs accessible to CX delivery teams are determined by how artificial intelligence, conversational interfaces, and robotic automation are implemented. There are two aspects to this. One is related to productivity and efficiency. By automating frequent and repetitive processes, these solutions save expenses and boost agent productivity. The other aspect, perhaps more important, is to do with delivering superior experiences through quick, efficient, and empathetic engagements during various segments of customer journeys. Conversational Chatbots powered by artificial intelligence are another method for automating simple chores. Today’s industry-standard chatbots offer an incredible step forward for organizations looking to automate and outsource easy, regular inquiries and interactions to an intelligent system, thanks to an algorithmic learning feature that allows it to learn from past discussions and adapt replies. Another widely used option, IoT, may boost a company’s bottom line by cutting operational expenses, improving productivity, and assisting companies in expanding into new markets or developing new goods.
One technique, which seems to be gaining tremendous traction in understanding and delivering empathetic engagements, is speech analytics, which is being increasingly used to augment existing AI processes enabled processes by listening for heightened voice pitches and other emotional indications, analyzing the customer’s sentiments, further contextualizing with backend order data and transferring them to an agent when appropriate. It also gives fresh sources of feedback by identifying emotional drivers and focusing on terms or themes that regularly provoke specific feelings.
Armed with this sentiment analysis technology and with comprehensive dashboards, agents can quickly acquire a full image of each client, their purchase history, and their expected goals for each engagement – and then take on a consultative role, alleviating emergent and even projected requirements as well instantly acquire a thorough understanding of each client. These new and continually growing technologies are assisting businesses not only to extend their client base but also to get a macro-level understanding of their customers. Adopting such technologies for one’s organization is providing a more competitive advantage over competitors that have yet to connect technology with customer experience.
For a few years, a huge focus of most of the organizations and service providers was to deflect a transaction or engagement towards a non-voice channel – with the hope that customers would find these easier and that such channels also afford a lower cost to serve. However, as seen, most of the customers are not very comfortable using non-voice channels, especially with an AI-powered bot behind the channel during a time of crisis or during a buying journey. In a country like India, literacy rates while climbing have also proved to be a challenge for a largely English-dominated non-voice channel scene. Hence, we see that voice is making a comeback, albeit in a different avatar for service providers! And Speech Analytics and related technologies are at the heart of this revolution.
This is not limited to service providers or call centers only! The general use of such virtual assistants is happening on an increasingly wide scale. For example, Taxi and cab drivers in India are routinely seen using some form of voice-powered virtual assistant for doing routine things – hands-free! Mostly the interface is maps or google assistant. The next frontier in Speech-enabled virtual assistants would be real-time language translation capabilities, which would allow two humans to converse with each other even though they might speak different languages. 5G and increasingly powerful speech engines are the key. While we are far away from Star Trek’s Universal Translator, such technologies, on a simpler scale can revolutionize the way we interact with each other and transact online. The next frontier in CX and EX definitely involves a significant role for such technologies available through a variety of interface formats!
