As we’ve handed over so-called lower value customer interactions to digital, have we properly thought through the premise that expecting a robot or app to play the role of brand ambassador at any level, even a simple one, is no simple ask?
According to a Walker study, by 2020 customer experience (CX) will have overtaken price and product as the key brand differentiator.
As a result, in almost every sector and industry; the race to the pinnacle of customer experience is resulting in more investment and innovation than ever before.
This is a challenge that contact centre managers and technologists have been tackling for many years; developing the right skills, building process and implementing tools to deliver a truly blended, consistent omni-channel customer experience. This continues to be the elusive holy grail of customer care.
Imagine contacting your bank or mobile phone company at any time day or night and be instantly connected to someone who recognises you, is attentive and concerned about your problem, recalls your transaction history and resolves your problem there and then - a genuine one-call resolution each time. Then, if you were to call 12 months later the company would immediately remember you.
With last Thursday 18 May being Global Accessibility Awareness Day (GAAD), it had me reflecting on my last 20 years working on customer facing services including kiosks, websites, online services and mobile applications.
As Sean Fitzgerald, a member of the NDIA Digital Innovation Reference Group often states, “If it works for Us (people with disabilities), it will work for all”.