Resisting Change Can Spell CX Disaster

CX change

By Mandy Reed, Marketing Manager (Global)

Over the summer, one of my Netflix obsessions was ‘Call the Midwife’, a TV drama that follows a group of midwives working in London’s East End during the 1950s and 60s. There often seemed to be a conflict between the traditional customs or ways of thinking and modern ideas that drove the storyline of the episodes. For example, patients resisting new medical practices such as giving birth in a maternity home instead of at home or the older generation of midwives dismissing the younger nurses’ ideas on topics like allowing husbands to be present for the birth. Often the arguments came in the form of “If it was good enough for my mum, it’s good enough for me!” or “We’ve always done it that way!”

Humans – and companies – are creatures of habit and often resistant to change. While the ‘but it’s always been done that way’ reasoning makes for a relatable and compelling TV show, it can spell disaster for organisations when they resist recognising changes in customer behaviours and preferences. Blockbuster has become a posterchild for missed opportunity, passing on the chance to purchase Netflix and then trying to get into the streaming trend too late, which ultimately led to the company’s demise.

When it comes to customer experience, organisations can’t afford to ignore the impact technology is having on the way we communicate with each other and with brands. Today’s highly connected digital customers are looking for 24/7 access to information and support across multiple channels and devices. They want a seamless experience that is personalised, consistent and easy. Companies like Amazon are often applauded for their superior customer experience, and customers are now expecting that same level of service from all the organisations they engage with, regardless of industry.

As consumers increasingly turn to self-service and digital channels, organisations need to analyse the changing preferences of their customer base and look to incorporate new channels and technologies into their customer support strategy. The change to self-service needs to happen in conjunction with an evolution of the contact centre. Current capabilities of AI-powered chatbots and virtual agents put these solutions in the perfect position to be complementary with the contact centre and live agents.

While some sceptics talk about chatbots and virtual agents in the customer service space as a passing fad, the reality is that they are a tried and tested tool for providing digital self-service and are helping to define the future of customer engagement. Since the days of the early chatbots, these tools have improved greatly in their conversational abilities thanks to advances in natural language processing (NLP) and artificial intelligence (AI). The evolution of customer expectations has also driven massive amounts of innovation in the technology to allow for flexible back-end integration, easier maintenance and a reliable hybrid approach to self-learning.

Take the first step toward meeting the expectations of digital customers with chatbots by requesting a demo to see this technology in action. Change can be hard, but smart organisations (and midwives!) know it is the way forward.