What role will technology play in the future of CX?
The insights and actions shared in this blog post are taken from our latest CX symposium roundtable event where global CX leaders shared their thoughts on some of the key issues they face. All of the key ideas and insights have been published in our latest interactive E-Book: Inside the minds of global CX leaders – Turning best practice CX into immediate results.
Tech is here to stay and will play a key role in making things easy and convenient for customers across all sectors.
Covid accelerated the growth of customer interactions done through digital channels which was a necessity during lockdown. Companies struggled and many got their online delivery horribly wrong.
Digital interactions are predominantly transactional, providing little opportunity to create the emotional connections required to develop and sustain long-term customer relationships.
The temptation to increase investment in digital is a very real one because if done right it can yield cost savings. However, there is a real danger that if technology developments are focused on the needs of the company rather than the needs of the customer, and the right supports are not provided, the delivery of CX will be exacerbated rather than improved.
Tech has been used more to reduce costs rather than to benefit the customer.
Tech opened up a new channel for many sectors during the pandemic and will continue to play a key role for companies’ growth.
Those businesses that have made tech their key differentiator are fooling themselves if they think that this is sustainable in the longer term.
FIVE ACTIONS FOR IMMEDIATE RESULTS:
Look at how you can put the human touch into digital channels e.g. offer a transfer to a human when a bot is unable to answer a question or insert a handwritten note into online orders.
Covid accelerated digital transformation plans for many organisations but may have left the customer out of the loop. Now is the time to design the user experience by people, for people, and improve adoption and satisfaction with the use of digital channels.
Identify ways that your digital channels can deliver more personalisation by using customer data effectively.
Create access to real-time tools to serve customers and for customers to self-serve.
Use your digital channels to enable experimentation and real-time customer feedback to invent, learn, and refine what works for customers.
The CX Company guide, support and mentor organisations around the globe to turn CX Strategy into action. We offer a range of services including CX audits, customer journey mapping, CX education programmes, internal communication design, and customised CX video design to engage your team and empower them to deliver CX Excellence.