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Empowered CX: Mobile and Self-Service Takeaways from the Customer Response Summit

Posted by Andrew Kokes

Customer experience, or CX, has come a long way. That was the theme of the Customer Response Summit from September 28-30, 2015 in Seattle, WA. CX has advanced beyond what we may have even dreamed about in the 80s—a simpler time when touch tone was the big advancement in digital communication. Here I was honored to represent HGS and speak about the evolving industry at The Empowered CX – Rethinking Service for Mobile & Self-Help Panel, seated next to leadership from Nintendo, Expedia, and Target. Our panel discussion, The Empowered CX: Rethinking Service for Mobile and Self-Help, addressed topics including: priorities for designing a mobile customer experience and the self-help imperative. At the heart of the discussion were some fundamental questions about why customers engage – buy, inquiry, support, cancel – and how we contemplate when, where, and how a customer might want to interact. Attendees came away with some practical advice on how to get started, key measures of success, and what traps to avoid when optimizing their customer experience for the mobile empowered customer.

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Mobile is essential to any discussion about customer care. The Summit reminded us that, as far as disruptive technologies, mobile is without a doubt the biggest game changer in human communication, not to mention consumer engagement of brand. According to IDC, in 2015 over 50% of respondents indicated that they use a mobile device for contacting customer support more than half the time, and 74% of respondents said that mobile customer support was somewhat or very important. The goal of rethinking the customer experience for mobile and self-help is to optimize engagement for the way modern consumers want to interact with brands. “Rethinking service” means we start from the bottom and work our way up. We focus on mobile because our culture is literally transformed and our days wrapped around the mobile device – on average looking at the screen every six minutes. We emphasize self-help because the goal is to empower customer, making resolution as low effort as possible, avoiding escalation of issue to assisted support, unless that live interaction adds specific value – build brand loyalty, revenue opportunity, retain the customer.

The panel’s self-help takeaways included information on better self-help capabilities (on the web, social sites, communities, over the phone), which are coming from customers who expect to be able to resolve their own issue and view escalation of the interaction to an agent as a negative experience. Ultimately, participants and attendees alike were engaged and it was truly a learning, sharing, and brainstorming event.

On October 7, in a related webinar, Lauren Kindzierski, reminded us that experiences are not logical, they are emotional, and we need to “Rewire the CX.” Whether rethinking or rewiring the CX of the customer, using a mobile device is near and dear to every human consumer with a smart device, which is almost all of us. There are 10 billion connected devices and only 7 billion people, according to Cisco’s “Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update.”

True to the conference closing quote (by JC Quintana, executive, author, speaker and founder of the Corporate Relationship Group), “A journey of 1,000 miles starts right where you are.” We, at HGS, are excited to be part of this CX paradigm shift, and events like the Customer Response Summit remind us that there’s much, much more to come.

For more on the panel discussion and the insightful event, visit the guest blog written by Richard Shapiro, Founder and President of The Center For Client Retention (TCFCR). To learn more about their solutions visit their website at http://tcfcr.com/.

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