Last year, I was planning a trip to travel across Europe. So, I decided to apply for a credit card that offered “no international transaction fees.” I received an email back from the company as soon as I submitted my application but did not receive any updates after that. With just two weeks until my trip, and the application still showing up as “Pending” in the company’s online portal, I called their help desk. The representative assured me they would process the request. And yet, one week later there was no change to my card’s status. Frustrated, I tweeted about my experience, voicing my annoyance. In return, I received a templated response, “Please email our help desk and a representative will get back to you shortly.”
It became clear to me that this company’s customer service was lacking. I ended up not opening a credit account with them and my impression of their company has been decidedly marred.
Today’s customers want companies to interact with them across multiple channels—online, offline, via social media, and others. Customers want their interactions to be handled properly, regardless of the channel they choose, and expect communications to be consistent and hopefully, personalized.
And while most companies have recognized the importance of customer experience (CX) already, very few have the systems or strategy in place to spur their CX transformation. Some of the top issues that affect organizations’ delivery against CX are:
- Inability to deliver personalized experiences across the entire customer journey – Personalized experiences (and a “human touch”) create a sense of trust and loyalty between brands and their customers. However, many organizations are unable to adapt their interactions to each individual customer.
- Lack of an omnichannel approach – Customers expect service interactions to be consistent and continuous across all channels—even if they switch channels mid-journey, or start, stop, and restart a request. Service transparency and proactivity are key and by implementing practices such as timely and frequent updates, minimized procedural delays, and 24/7 accessibility, organizations can significantly boost customer confidence and trust.
- Lack of access to information – Customer interaction data across different touchpoints is often stored in different systems. Without an established information interchange between all these systems, organizations often lose track of their customers’ past and present interactions.
- Unscalable CX strategy – Scalability is often limited by a lack of support from people within the organization or the backend technology being used. Organizations interested in boosting their CX, must invest in technologies that are robust, consistent, and scalable in order to match future needs.
Forrester UK recently tweeted that, “CX [customer experience] transformation is no longer [just] nice-to-have, it’s a necessity.” In fact, a recent Walker study asserted that, “customer experience will overtake price and product as the key brand differentiator”.
There is no denying that to stay on top in their respective industries, companies must invest in an integrated and robust customer-centric solution. In fact, organizations have started leveraging an extensive range of new-age technologies to not just meet but exceed customers’ expectations.
A robust process automation platform helps monitor and capture cross-channel textual conversations from all channels—social media, email, chat-bot, instant messaging, etc.—in real time. Further, it helps analyze each interaction’s content and context to deliver meaningful insights and determine appropriate next actions. Based on the information extracted, the system initiates specific backend processes to respond to customers, all with little to no human intervention.
The Way Forward
As customers grow to rely exclusively on omnichannel interactions with organizations, there is an urgent need for solutions that help companies be a step ahead of their customers’ expectations. Here’s when solutions like digital sensing comes into the picture. It certainly helps organizations understand the pulse of customers and be where their customers are. Click here to know more about digital sensing.