Use Tech to Support Human Interactions for Rockstar CX

Use Tech to Support Human Interactions

Recently, I was representing AMC at a tradeshow showcasing technology for customer interactions. As I made my way around the room to scope out the other vendors (aka the competition) I noticed the same taglines and messaging were replicated repeatedly. “Use X technology for better customer experiences,” “The best customer journeys start with X technology,” or even “ABC Consulting finds the best technology to support your customer service.”

While in my writing this blog post, this scenario is a supporting metaphor, it isn’t stretch to say the amount of technology promising to deliver the most efficient customer experiences for your organization is overwhelming. And if you want to know a bit about how AMC does this in a unique way, stay for the rest of this article, or at least scroll to the bottom. But if you’re looking for tips on how to use tech to support human interactions and humanize your customer experiences, then keep reading. In this article, we’ll discuss how AMC approaches this challenge in a unique way, with some bold points and actionable steps you can take right away.

Why should using tech to support CX human interactions be a priority?

71% of consumers expect companies to deliver personalized interactions—and three quarters will switch if they don’t like their experience. – McKinsey & Company

While leading CX leaders know customer service is more vital than ever, they are often over-reliant on implementing new technology, hoping to see significant improvements in KPIs of their CX efforts, which fail to deliver. The issue? The technology should support customer interactions at the right time and place: a hyper-personalized start to their journey that ends with the customer’s reason for engaging ending in resolution or with concern and support from a human. This technology should never act as a barrier or distraction to getting what they need.

This is why we propose finding the tech stacks that will help you to support human interactions instead of relying solely on technology to be the dominant driver of your CX strategy.

How can you do that? We’ve got 5 points to consider to get you on your way!

Point 1: Use Tech to Support Human Interactions by securing your customer data in a central location

Ensure your customer data is secured in a Customer Relationship Management or Enterprise Resource Planning solution, or back-up system so all data is in one place to drive, track and report on customer interactions in a single view.

A central location for all your data is essential for letting decision makers across different business departments have direct access to the information they need when they need it. Not only is centralized data essential for data driven decision making, but if your data isn’t in one location, creating flows or digital experiences that relies on the data within that system will result in disjointed interactions or planned engagement that only caters to part of the data.

For example, if you’d like to send a notification in your CRM to the salesperson that owns a specific account when someone from that account is visiting your support page on your website, but your website data isn’t synced with you CRM, it will be much more difficult to process this flow.

 

Point 2: Know all the touchpoints of your customer journey

Using your digital landscape to see when and where your customers are engaging with your brand and their average interaction time with agents helps you to use technology to add human touches. Take some time to audit reports, collect data, and reflect on patterns.

Examples of considerations often raised from customer journey mapping include:

  • Finding activities where you can have agents suggest a video chat in-order to get face-to-face support.
  • Alerting agents of frustrated customers if they are using specific keywords in their chatbot or AI interactions and having prompted the agents offer a service call.
  • Providing self-service tools for tasks that customers would be more likely to solve themselves.

Point 3: Identify scenarios in your CX journey simple enough for smart technology to handle

One of the worst ways to utilize new smart technology is to overuse it, often making it difficult for customers to reach humans when they want, which can result in even lower CSAT scores. While hooking up artificial intelligence to your overall CX strategy can give you deeper understanding of customer data points, it doesn’t allow the human to cater to those specific needs.

Finding a balance can be tricky, but identifying the questions a chatbot could easily answer and/or having technology in place that knows when to direct the person to a human is a great start.

For example, here are some basic question examples you can expect your chatbot to answer:

  1. What is the cost of the plan?
  2. What is name of the product?
  3. Where can I find the terms for the contract?

If the customer begins asking more involved specific questions, AI can automatically direct them to a live agent based on specific keywords that trigger a live agent to connect or ask the customer if they’d like a phone call or chat from live agent.

Point 4: Aim to deliver consistent customer experiences

Imagine you’ve just reached out to your mobile phone service provider via their website’s chatbot and immediately greeted with the information you needed with a friendly and professional demeanor. Yet, when prompted to be contacted by a human agent over the phone, you’re greeted by a brash representative who almost immediately places you on hold.

Confusion, frustration and let-down may all cross your mind, which is exactly what your customer will be feeling.

Having a customer-centric service approach and delivering a consistent experience across all touchpoints helps you maintain satisfaction across all engagements and ensures customers don’t learn that some touchpoints are more satisfactory than others, therefore turning to those touchpoints for future use vs. others.

Luckily, technology can help support this in a several ways, but a few ideas include:

  1. Write an initial script of how you’d like your customers to be greeted and how to solve common questions, then appropriately recreate this for each available touchpoint.
  2. Set flows that route certain questions to agents with the best skillset to support these types of requests.
  3. Have customers rate interactions across each touchpoint with the same scoring model and evaluate how you can better support touchpoint channels that are lower.
  4. Ask customers their preferred method of communication at registration or onboarding and try using that channel first.

Point 5: Collect customer feedback regularly

Analyzing customer feedback is an invaluable exercise for any organization focusing on humanized customer interactions that helps provide understanding of their emotions towards your brand.

Gathering feedback from surveys, conversations or even by hiring 3rd parties to conduct interviews are great ways to get the information. Once the information is gathered, many organizations will work on an individual basis to make sure upset customer issues are fixed, but the real value for growth comes if you spend more time on fixing larger issues.

After collecting customer feedback:

  1. Have an internal discussion with stakeholders and share customer pain-point themes.
  2. Understand where there are gaps in customer service that can be addressed.
  3. Plan new business strategies to reduce the gaps, increase customer retention and acquire more customers.

Each organization’s gaps and needs for technology to support humanizing their CX strategy is vastly different but considering the 5 points above are a great starting point.

Putting the emotion back into CX with Sentience

DaVinci’s Sentience is an easy way to create customized human interactions that are personalized to your organization that can appeal to customers emotions.

Sentience is a DaVinci powered service that provides insights and awareness of your customers that can be used to identify and monitor actions, locations and intentions that can trigger workflows within your tech stack to provide proactive customer service interactions.

So, what does that mean exactly? It means you can utilize the low-code model of Davinci to set-up solutions that cater to sentiment detection, geo-location and context tracking for use cases that leave your customers delighted.

Here are some examples of how DaVinci’s Sentience can be utilized:

  1. An auto dealership manager can receive a notification within their CRM as a customer comes in for their service appointment by scanning their license plate in the parking lot, which triggers the notification that is connected to their account in CRM.
  2. A loan officer can be notified as a customer gets close to a physical location by enabling geo-tracking through their bank’s mobile app and can therefore greet them as they come to the door.
  3. Mobile phone retail locations can ask people if they’d like to be entered into a queue as they get closer to the building by allowing there GPS to track as they get close to the location.
  4. Smart technology can be enabled to connect automobile service locations or tow trucks with mobile technicians by tracking their geo-location.
  5. Any business can benefit from predictive knowledge articles or next best actions that can be triggered based on customers actions.

Curious how Sentience can work with your CX goals? Chat with one of our specialists for more information: Talk to a Specialist

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