What companies will win in 2020? At our HGS webinar “Customer Experience 2020,” HGS VP of Solutions and Capabilities Lauren Kindzierski provided insights into the answer. And that is those companies that anticipate the needs of their digital customers, and use those predictions to create memorable customer experiences.
For our first webinar poll, we asked how many attendees were allocating significant budget to digital transformation in 2017. And we found that, notably, the majority of our attendees—nearly 70%, are investing in digital.
Our second poll addressed planning for budget, as we asked how many attendees were investing in a new self-service strategy in 2017. While 50% are investing and 25% are not investing, 25% of our webinar attendees are thinking about investing in self-service.
Finally, per our third poll, “How many of you are investing in bots (or chatbots) in 2017?,” the majority of our attendees are currently investing in this technology – 60%, or thinking about it—20%.
Following the webinar, Lauren shed light on current CX strategies and innovations:
Q1: What do you think is the biggest benefit of going digital with your customer experience strategy?
A: There are a lot of benefits; however, I think the biggest benefit is the quality of data that you can get on the voice of the customer. In the past, customer service data was unstructured. So it used to be difficult to interpret, unless you listened to every phone call or read every single email. Now, with all of the analytical tools available and the data scientists, there is much more potential for these insights. The data is a gold mine at our fingertips. We can use this data to make the right decisions fast, when customers are asking it.
In the customer service world, we have done a really good job reporting, by using our quantitative numbers. If you ask any customer service professional, how many phone calls or emails they received, they could tell you. However, it’s the qualitative work that makes the difference, especially in today’s competitive landscape. That, to me, is one of the biggest benefits. You also have benefits like concurrency, automation, and tracking entire customers’ journeys.
Q2: What are some other cool innovation technologies that you have seen yourself that we can expect to see a lot more of in 2020?
A: Some really cool stuff is going on with augmented reality. Imagine you work at GoPro, and your customer just bought their very first GoPro camera. The customer’s taken it out of the box and they are trying to figure out how to use it. Augmented reality works with an app in your smartphone or tablet. If you aim your app or camera at the GoPro, it will pop up a picture of GoPro, along with an interactive 360-degree view of the camera. You can spin it around, move it up and down and click on different features for more detail. This is an example of an interactive and cool customer experience.
Think about augmented reality of your car company—open up the hood of your car and aim your phone there. Your device will tell you every single part inside the engine, what it does, what maintenance is required, and if you need to order a new part. It will give you a link where you can order the part. That’s another really cool innovation that can definitely be applied in the customer service world.
Visual IVR is another good example of innovation. The traditional IVR is probably the worst thing you can do for the customer experience. Nobody likes to push 25 different buttons to get to a human or whatever they were trying to accomplish. But a visual IVR takes the same experience and makes it much easier and faster. Those prompts that you would have heard via audio are now all presented to you visually. You can type in alpha-numeric characters, which are now captured. When callers do contact a human, they are presented to an agent who can personalize the experience.
Q3: How long does it usually take to get a self-help portal like the one you showed up and running?
A: With every one of our digital solutions, we can ramp the self-help portal that I showed within 60 to 90 days. Launch of a self-help portal like that is not a difficult task for us. We do a lot of heavy lifting with our clients, and a lot of data and analytics go into the pre-launch, actual launch, and post implementation. So, we are constantly optimizing the issue resolution process. For one of our clients, we have a 97% issue resolution rate, because we are employing an analytics dashboard at the back end. Every time a customer clicks “No, my issue wasn’t resolved,” we see how we can make that experience better. So we are continuously optimizing and learning from ourselves.