Digital transformation is changing the way customers buy from and engage with today’s brands. But companies are making missteps optimizing initiatives. In fact, by 2018, 70% of siloed digital transformation initiatives will ultimately fail because of insufficient collaboration, integration, sourcing, or project management, according to International Data Corporation research.
At our November 8 webinar, “Practical Steps to Digital Transformation: Your Poll Questions Answered,”
HGS VP of Solutions and Capabilities, Lauren Kindzierski, provided practical tips for ensuring a digital competitive edge. Attendees learned how to develop a step-by-step approach to:
- Collecting and analyzing customer data
- Balancing Bots&Brains
- Meeting customers where they are using in-app messaging
- For our first poll, “What’s your top priority when transforming your digital customer experience?,” we observed ties of 25% between attendees who are “automating back-office” and those who are “reducing contact volume by focusing on self-service.” And, in a tie for second place,” 19% of attendees answered to both “unifying channels” and “leveraging chatbots.” A total of 13% are “implementing a new channel.”
- For poll two, “What is your biggest digital transformation constraint?,” the number one response, for 47% of attendees, was “budget,” with 26% responding “tools/technology,” and 21% answering “expertise.”
- According to our poll three, “How are you using automation today?,” 44% of respondents are “not using it, but looking into it,” while 39% are “using RPA for back-office” and 17% are “using chatbots for front-office.”
So what are our HGS research findings? All webinar poll signs point to vested interest in digital transformation. At our post-webinar QandA, Lauren laid the groundwork for the right approach:
Q1: Why is an AI agent always female? Do some studies show that people respond better?
Lauren A: It depends on your business and who your customer is. If I am a tool company and my customer base is 80% male who use my power tools, maybe my virtual agent should also be male. It relates to what marketing and brand messaging will resonate with your customer.
Q2: What are the key variables to consider whether to use AI or human agents?
Lauren A: Take a look at your top contact drivers. For example, some of the top reasons people call are so simple, like, “forgot my password,” “password reset,” “product locator,” or “product registration.” These are easy contact drivers that AI and automation can help. You should look at and explore those alternatives. But if the contact drivers are really complicated, like technical support or complaints, the answer is different. Certain complaints, even those under a spectrum level, can be fairly easy to address, while others are a lot more serious. Look at your top contact drivers and that should help dictate where you should focus automation.
Q3: In your ‘My Retail Store’ example, what if the customer wants to continue shopping on their computer instead of the phone?
Lauren A: The customer experience should be seamless, regardless of channel and it’s important to allow customers to start, stop, and continue their interactions. If customers stop shopping on a website before they complete their purchase, , that cart/ basket should still be sitting there even after they click that ‘Exit’ button. Further, they need to be able to access that cart whether they return via the website or via mobile.
Q4: Where are you speaking next?
Lauren A: I am speaking next in London at an HGS CPG executive forum. We are holding a roundtable discussion on topics like social and mobile messaging. That event is taking place on November 28, in Chiswick, London. If you are a CPG company with a London office, and you think this event may be of interest, definitely reach out to me and we can send you some information to forward to your London counterparts. We look forward to a great event and good discussions.
Register for the HGS January Webinar.