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The six essential elements for digitally transforming customer experiences
The six essential elements for digitally transforming customer experiences

October 3, 2022

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The six essential elements for digitally transforming customer experiences

Today, companies succeed or fail based on customer experience (CX). Organizations that combine data, analytics, and digital to provide personalized customer experiences win markets and build strong relationships with consumers, while the rest fall behind.

Ensuring these efforts generate results while remaining cost effective presents a daunting task, however, especially considering that every aspect of an enterprise’s operations present opportunities for digital interventions. Focusing on six key areas will provide most organizations with a solid foundation for building their CX transformation programs.

Enable seamless omnichannel interactions

Consumer journeys carry across multiple channels. They may start with a customer using a self-service web application, carry over into asking a chatbot a question, and conclude with a conversation with a human contact center representative. At every step, the customer expects their interactions consider the context of their previous steps, understand their intent, and provide customized solutions.

This takes eliminating data siloes and integrating systems so that regardless of how the consumer engages with a company, the human or digital representative has the information they need for providing personalized interactions. Data must be accessible in real time so organizations can adopt on always-on approach to customer service, delivering fast resolutions for customer issues and questions at any time and on any channel.

Enrich employee experiences to enrich customer experiences

Digital tools empower customers and create better experiences – and they can do the same for employees, too. Companies that put resources behind providing employees with the best practices and technologies also see improvements in customer satisfaction.

Breaking down siloes through digitally connecting the front and back office speeds up resolution times and creates a better experience for consumers and employees. Additionally, introducing AI and machine learning can eliminate tedious manual steps in processes, letting workers spend more time on meaningful tasks that require human intelligence and creativity.

Focus on speed to value

AI, back-office automation, and streamlining processes produce faster customer journeys. Meanwhile, automating front-office interactions increases contact deflection and solves problems before they start. This emphasis on speed is essential, as consumers increasingly look for companies that can resolve their issues or meet their needs as fast as possible.

 Today’s customers move at the speed of digital. Companies must keep up.

Put in place the right mix of human and AI

Humans play an important role in producing high-quality customer experiences. Some interactions will always require the empathy and understanding that only an actual person can provide.

However, increasingly sophisticated conversational AI and natural language processing technology can provide human-like interactions for a large amount of customer contacts. Companies that successfully balance the roles AI and people play in their customer journey will produce better experiences.

Lead interactions with data

Customers expect every interaction tailored, customized interactions at every step of their engagement, requiring organizations to enable personalization at scale. It’s a goal that’s not possible without ensuring data is available and accessible at every point in the process – and that customers trust an enterprise enough to share the personal data necessary for driving this type of individualization.

Trust has become crucial than ever

In periods of high uncertainty, erosion of trust is a challenge that requires immediate attention and a thoughtful response. So how do companies build it back? Companies must ensure transparency while offering services & products and put customers in control of their data. The customer comfort can be significantly enhanced by use of customer self-service portals with enhanced UI, giving the customers the liberty to view their information that rests with your company and help them initiate and make amends to any transaction on their own will. In addition to this, companies must examine how they communicate with customers about the ways in which customers data is being harvested and used, and the steps being taken to keep the consumer’s private information private while complying with any applicable data regulations, and the benefits provided by sharing this data.

Customer experience is the bedrock of success

The goal of transforming CX isn’t to automate as many steps as possible or replace the human element with AI. People will always play an important role in the customer journey, one that can be augmented rather than eliminated through digital means.

Instead, CX transformation is all about finding the right mix of human, AI, trust, and data-lead interactions. By using data to better understand customers and link front and back offices, AI and natural language processing to power speed to value, and giving employees the tools required to give customers the best experience possible, organizations will gain a competitive edge and build long-lasting consumer relationships. 

 

Author: Vikas Bhalla

Title: EVP & Head of Insurance

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