Finding a Clear Path Forward for Digital Customer Experience Priorities
By Mandy Reed, Global Head of Marketing
It’s the age-old philosophical question: If a tree falls in the forest and no one is around to hear it, does it make a sound?
A question that should be easier for companies to answer – and one that has become increasingly important this year: If your customers expect support on digital channels and you aren’t there to provide it, do you lose those customers to competitors who are?
A new survey conducted by Econsultancy and Marketing Week with marketers around the world found that, among customer-facing organisations with £50 million or more in annual revenue, 63% of respondents said they observed a “strong trend” of consumers adopting digital features more quickly as a result of COVID-19. An additional 33% saw “some trend’ of this happening.
Creative Virtual’s V-Person™ virtual agents and chatbots certainly experienced this trend, setting a record-breaking spike in usage during the first half of 2020. Using these digital self-service tools gave customers an easy way to find the most up-to-date information quickly during a time when contact centres were struggling with long hold and response times, reduced staffing and rapidly changing situations.
Often this trend towards using digital channels has been linked to Millennials and younger generations. However, the Econsultancy and Marketing Week survey found 40% of participants had observed a “strong trend” and 55% had observed “some trend” towards digital adoption among older consumers. This further highlights the importance of, and makes a stronger case for, digital transformation within organisations.
Regardless of whether this move to digital options is due to customer preference or out of necessity – physical locations closed, contact centres inundated, etc. – smart organisations know they need to pay attention and take action to support customers where they are. Digital customer experience (CX) projects can feel overwhelming – a massive undertaking without a clear path forward – during this time when so much seems overwhelming and uncertain.
Forrester analyst Judy Weader talks about CX prioritisation in a recent blog post as an important way for companies to make sound decisions. Not having a structured, consistent approach to prioritisation can lead to making poor choices on where to apply budget and staff, wasting critical time and under-delivering for customers. To help focus efforts and keep from being overwhelmed, Judy recommends prioritisation of CX improvement projects should be a conscious action, based on fact, and grounded in what matters most.
Some organisations may have actioned decisions quickly as a result of COVID-19, moving forward with digital projects initially thought to be temporary solutions to a temporary situation. Those projects should be re-examined and potentially prioritised as more permanent initiatives. Now that customers have experienced the convenience of digital tools and features, your CX might need more of a digital focus to give them the options and support expected on those channels.
If you are considering adding a chatbot or virtual agent to your list of CX priorities, the on-demand webinar Tips for Deploying AI Chatbots & Virtual Agents is a useful resource. The webinar covers questions to ask when adding a self-service solution to your digital CX strategy, tips for selecting the right technology and a series of demonstrations showcasing live implementations across a variety of customer touchpoints.
As digital adoption among consumers across all age groups continues to trend upwards, you must take the proper steps to prioritise and focus your efforts to find the best way forward for your company and your customers. If you aren’t providing the digital tools and support customers expect and need, chances are they will leave you for a competitor that does.