Few business leaders have avoided confronting our new operating environment and its demands. How do we engage a remote workforce? How do customers experience us without our people directly connecting with them? How will we remain resilient as our call centers either close or get stretched to breaking point?
Underpinning all of these questions is one other:
How can we reimagine our customer, employee, and brand experience for our reality today, and what will likely be the future?
A CX challenge is equally a brand challenge for CEOs, CMOs, and CDOs, one requiring answers to crucial questions—where we rebuild digital transformation from the human up.
How do we scale CX and create deeper, richer interactions in a zero-touch, low human interaction world?:
Brands are infinitely scaleable (at a cost) while the services and interactions required to support them aren’t. Forrester identified 2020 as the year of the bot, with 35 percent of firms planning to invest in bots to improve customer service. Today, nearly 4 out of 10 internet users report that they prefer to use automated services rather than a human customer service representative. Bots represent the first wave of technology aimed at automating customer interactions with the unavoidable consequence of increasing Human Experience Debt.
What if we could scale interactions infinitely, touching more consumers than ever in more human ways? If digital is omnipresent in our lives, why isn’t our humanness present in how we engage with consumers?
- Explore using Digital People to engage with customers at the start of journeys to deliver needed information and quickly guide them to the next best step.
- Deploy Digital People against a defined use case (see Westpac’s use of Digital People to engage with first-time job hunters).
- Engage in determining how your brand could express itself through Digital People – through voice, conversation, and AGI.
- Identify current high-touch human or digital customer interactions that are no longer feasible or possible (retail sales kiosk, check-in counter) that could be served by Digital People.
How can CX and Brand initiatives fully embrace the shift to voice and mobile – more than 25% of consumers use voice search as a starting point in their journey.
Consumers are as likely to trust product recommendations from voice assistants as they are to trust salespeople. Voice remains the preferred means of interaction, and Conversational AI is accelerating its use in digital formats ranging from websites to mobile apps to dedicated customer service applications. Consumer attention has shifted to mobile where more than 50% of all web interactions occur, increasing the need for simplification, immediacy, and personalization across every touch-point.
What if our digital services and products become more humanlike and embrace voice and AGI? What if we reduced the task-burden placed on consumers to make interactions conversational and straightforward?
- Use Digital People as virtual sales and support assistants. See how SK-11 has done this with Yumi.
- Deploy a Digital Sales Assistant who goes beyond transaction assistance to provide advice and coaching to customers.
- Determine new zero-touch environments for your Digital Assistant – digital sales kiosks and out-of-home digital displays. Extend and express your brand in new ways.
How do we drive high-quality engagement through CX?
Digital technologies can make it easier for us to navigate our busy lives, but they can also erode the fundamental elements of human connection. Despite efforts to replicate human behavior and gestures through automation and AI, the essentials of human connection—eye contact, personal touch, empathy, etc.—have remained irreplaceable by technology, until now. Most digital transformation efforts are focused on selling and serving the customer. Digital People and their intrinsic AI allow you to deepen use and engagement in products and services.
What if digital becomes a means for full and rich human engagement? What if we could replace the task burden placed on consumers with more straightforward conversations? How will we engage with the customer throughout the entire journey and add value to the product and service sold? How can conversations with Digital People enrich customer interactions in informative and playful ways?
- Consider Digital People where engagement is vital to your business. Compliance training could be very effective with highly interactive and measurable engagement with employees throughout the experience.
- Create new on-brand conversations with customers where the customer experiences the brand’s tone and expression in their engagement with Digital People.
How can CX foster greater inclusion and address new customer segments?
When digital connections—personal and professional—lack a human touch, they create an environment where people feel isolated, underrepresented, and unfulfilled. People wind up opting for quick answers to narrowly defined problem sets versus more robust and human solutions. Consumers are increasingly “switching off” to protect their privacy.
For consumers, privacy and security issues are the biggest concerns overall (51%). Human interactions offer a bridge to greater confidence and assurance. Technology, rather than being a barrier to customer engagement, must become an enabler. In 2013, a quarter of global internet users agreed with the statement, “technology makes life more complicated.” By 2019, this had jumped to one-third. How do we humanize brands, products, and services in a scaleable way? How can we foster inclusion by making services and products more accessible?