When was the last time you as a customer used live chat to interact with a brand? How about a self-service option like IVR? Have you ever received an automated message with a discount, or perhaps an appointment reminder? Chances are, you’ve engaged in at least one of these forms of service at some point. In fact, I’m willing to bet you frequently use them. I do, too. That’s because we now live in a world where our first level of interaction is usually some sort of automation. This has thrown a wrench into the standard CX platform.
These service examples are just the tip of the iceberg. By the end of today, more than 3 million people will have chatted with Amazon Echo’s AI assistant, Alexa. Over 70 million people will have enjoyed listening to Spotify’s automated “Discover Weekly” playlist. U.S. sales of Google Home smart speakers increased by 40% in Q3 2017 alone, reaching 7 million units. In a very short amount of time, automation has evolved from static and human-operated to dynamic and autonomously learning.
Because of this growth, automation is now everywhere we are and in everything we do. It is proven to transform experiences and enhance the outcome of nearly every customer interaction. The ROI is there, too. For example, research has found that after customers start using Echo, their spending increases by 10%. Bottom line: businesses should be aggressively working to embed automation into their existing IT ecosystems.
But what about your traditional customers? Like I mentioned above, our first level of interaction is usually some sort of automation. Not always.
This makes me think of my father. He’s your typical 85-year-old customer who will never consume digital services. His modality of communication will always be voice, and that’s perfectly fine. But he still expects a personalized, end-to-end experience. For example, if he calls his healthcare provider with a question, he expects the organization to know who he is and to have his health records pulled up prior to that first “hello.”
And this brings us to an important point: it doesn’t matter how services are consumed, the experience must be the same. So, how can companies meet expectations across the board? First, they must gain an inherent understanding of each customer’s individual journey, whatever that looks like. Then they need to build technology that adapts to that. Let’s dig into this…
Context: The Crux of Next-Gen CX
When I say, “gain an inherent understanding of each customer’s individual journey,” what I really mean is gain a context-driven understanding. After all, every experience will differ depending on the circumstance. Here are two examples to show you what I mean:
- A customer (let’s call her Becky) is in the car driving to JFK airport. She called your contact center about an hour ago and requested through IVR to be put into your automated callback system. Her place has been reached in the queue and now it’s time to reach out. However, your system shows she’s currently driving 70 mph on I-95 south. So, although she normally prefers video chat, you choose to connect via a traditional voice call instead.
- Becky later vents on Twitter about poor service she received from the restaurant in her hotel. With the ability to bring social analytics to the agent desktop, the hotel can have its support team proactively reach out to let her know they noticed her post from five minutes ago expressing dissatisfaction and ask if there’s any way they can help make things right.
A True Next-Gen CX Platform
Regardless of whether customer preferences evolve, your CX platform must in order to drive real-time responsiveness, anticipatory engagement, and intelligent communication at the individual level.
So, what should this next-gen CX platform look like? This isn’t something that can be summed up in a nutshell, but I’ll take a stab: companies need a platform that provides the utmost flexibility for them to bring the right technologies together with the right modality of interactions in an open world (if you have time, I recommend reading this five-part series where I detail the core components of this next-gen platform).
The key here is to be agile and flexible enough to give each individual customer the choice to get what he or she wants, as well as respond to their needs quickly and efficiently. I’d like to focus on two things here:
- The full integration of UC, contact center, and AI to begin immediately developing features and applications that meet different customer, organizational and vertical needs. Technology has evolved to the point where it no longer takes 10, 12 or 18 months to build a targeted, feature-rich release. A next-gen CX platform offers the necessary levels of agility, flexibility, scale, and openness companies need to very quickly develop these solutions. Or, they can release small footprints of incremental functionality within the platform. Companies can develop at their own paces, depending on their goals.
- An open data model that rapidly integrates various information sources to present a full visualization of the customer journey. Companies must now bring an immense amount of information together to make smart, real-time decisions (something human beings are incapable of doing). This is where AI, machine learning, and contextual analytics come into play. This is how your contact center will be able to see that Becky tweeted about poor service five minutes ago, and that she engaged in three web chat sessions the week prior. The integration of AI with Becky’s smart vehicle enables you to see statistics like speed and traffic to maximize her service experience. An open data model enables organizations to truly capitalize on big data to make impactful, real-time decisions that transform the individual customer experience.
Note the emphasis on contextual analytics: real-time contextual analytics are needed to continually transform individual experiences as well as handle today’s large volume of different interactions (our Director of Customer and Team Engagement Laura Bassett does a great job breaking down contextual analytics vs. traditional analytics in this blog).
The future of customer experience will be supported by a next-gen digital platform that’s capable of seamlessly converging UC, contact center, and AI. Long gone are the days of proprietary schemes. Long live digital, automated, data-driven experiences!