2020 altered our habits and digital played an active role in what we have experienced. As a consequence, the field of digital customer experience has played a pivotal role in the relationship between customer and brand. Prices, loyalty, possibility of making a sale or upsall are related to the perception that customers feel towards the business. CX is certainly the vehicle that, most of all, has the potentiality to transfer the brand value to the customers because it takes place when he/she needs to get in touch with my provider. For many businesses, the moment when the customer has this need is when it is possible to perceive the existence of that brand. Insurance is a clear example, because they have to be ready when a client wants to report a claim. That is the moment of truth, in which it is possible to make a difference compared to the competitors.
Eudata has identified five trends to keep monitored in 2021. Our advice is to pay attention to them and to make investments. This will help you not to chase them in 2022. On that occasion they will already be started and consolidated.
- Conversational First: the world of interaction is moving ten times faster than in the past towards the conversational relationship model. It won’t be necessary to have complex interfaces, but, while conversing, there will be access points where it is possible to buy, support or inform. It’s not relevant that the conversation takes place using voice, chat or social network. Why is it successful? Because it has no barriers to entry and if it occurs in an asynchronous way has a limited impact on my time. It is worth mentioning Whatsapp-based solutions, of which no brand can do without.
- Video everywhere: we have been told the video to be a fundamental channel for years, that resets distances and makes people work together… but this explosion has never been recorded in the area of CX since 2020. In terms of usage, last year videos experienced a massive growth. For our customers videos have been an important tool to allow branches, agencies and shops to provide a “human” flavour to their sales processes and customer assistance. The implementation was pushed by the need, but now the barrier has been broken and it would be difficult to go back.
- Customer Centric Companies: to make customers happy, businesses need to be customer-centred in an organic way. The “operational silos” workstyle causes the experience to be little uniform, especially if that silos rely on different technological solutions and if data is not shared. Therefore, in order to make a business customer-centred, it is essential to start from the various tools and then unify them. As the first step, this implies a centralized usage of information and channels and implies that a service provided through a network of stores is equally effective to the one provided through customer service, such that the worlds can cooperate with no obstacles. This has not happened before because of the costs and the complexity, but today we can achieve the result with few and fast changes, giving huge value to the service and having a return in terms of sales, retention and customer satisfaction (CSAT).
- Automation: augmented intelligence is a central topic in the work programmes of principal brands. This means to be able to use conversational systems in order to realize automatized processes through the typical actions of an RPA system (robot process automation). The result is the so-called CRPA (Conversational RPA): through conversational inputs (from any available access point, either voice or text ) is possible to realize actions of all kinds. An input given to the system will be executed after the context checks, verifying the best condition to apply from the knowledge base and eventually triggering other events connected to the required one. The power of these systems is very high because they allow any user to use distributed and transparent automation. Moreover, these systems not only fulfill simple actions, but also complex services, whose difficulty is concealed from users.
- Be transparent: Customer Experience reaches its highest level when it is transparent. This is the summary of what previous points lead us to do. Concealing the complexity of a service and making it available to the customer with a single click, concealing the technological adversities, the decisions that rely on the so-called knowledge base and the duties that must be followed.
These advice can’t be separated by an essential component. To provide these services, expertises are required: UI/UX, process specialists, specialists in development and data science. Expertises are the pivotal asset that enable you to use technologies to their best and to make them concrete.
By: Sandro Parisi, Eudata CEO