Posts

Composable CX: Becoming Agile and Flexible

By Mandy Reed, Global Head of Marketing

Anyone involved in the customer experience (CX) space has likely come across articles, research, and discussions around composable CX. This concept is all about being agile and flexible to deliver better results even when faced with uncertainty and rapid change. It’s certainly no surprise that composable business jumped to the forefront in response to the COVID-19 pandemic. In fact, it was one of the main themes of a virtual Gartner conference I attended in November 2020.

Over the past two years, composability has become a key discussion point for many organisations looking to take a more agile approach to their customer experiences. In an August 2021 webinar, Impact CX with the 3 Building Blocks of Composable Business, Gartner shared the prediction that 60% of mainstream organisations will identify composable business as a strategic objective by 2023. The analysts broke this approach down into three areas:

  • Composable thinking starts with the belief that anything can be made composable. It enables employees to better respond to rapidly changing customer needs with empathy and emphasizes the sharing and seeking of ideas from both inside and outside of the organisation.
  • Composable architecture is all about unleashing innovation at scale by creating a resilient application experience through the use of APIs, microservices, and event streams. It allows for both innovative and traditional customer experiences in order to respond to disruption with agility.
  • Composable technologies, including low code, data mesh, composable platforms, and contextual intelligence, offer the needed guidance and flexibility for customers and employees.

During Argyle’s CMO Leadership Forum earlier this month, composable CX was the focus of a panel discussion. Panellists shared insights based on their experiences working with organisations to develop and implement CX strategies as part of a composable approach.

One of the key takeaways from that session for me was the importance of, and value in, making composability a companywide effort. Maximising the benefits of an investment in this approach requires it to become part of the company’s culture. There needs to be collaboration across departments and from the C-suite on down.

The panellists also stressed that just because composability enables you to do something, that doesn’t mean your organisation should do it. You must still be thoughtful about how you approach your CX strategy and solutions, being sure the decisions you make will bring real value to your customer relationships.

Perhaps not surprising, chatbots were raised as an example of a solution that a company may feel pressured to implement because ‘everyone is doing it’ but may not be the best choice for all businesses. Panellists also used chatbots to illustrate the importance of selecting the right technologies for composable CX. Basic chatbot solutions do not deliver the same benefits and flexibility as sophisticated conversational AI platforms.

If you are considering adding a new CX tool or contact channel, such as a chatbot, you should first evaluate if and how that will enhance the overall experience. Using composable thinking, ask yourself:

  • Will my customers use this type of tool or solution? Are my customers already using this channel, app, etc. and interested in engaging with our business there?
  • How will my customers use this tool or channel? Will they expect a personalised experience? What other systems, channels, tools, etc. will need to be integrated with this new solution to meet customer expectations?
  • Can we deliver a positive experience with this tool or channel? Do we have the right resources and technology to create the solution we need? Are we prepared to properly maintain and update this solution for long-term success?

Composable CX is all about being agile and flexible. It is about being able to create and deploy solutions quickly but doing so in a way that responds to customer needs in a thoughtful and empathetic way.

Even if you’re tempted to write off composable business and CX as just the latest industry buzzwords, don’t ignore the concepts and approach behind them. Organisations that are stuck in their traditional, siloed ways of working are going to find it increasingly difficult to compete with competitors that have invested in becoming more agile and flexible.

Solving Common Conversational AI Project Issues

This post was originally published on AI Time Journal.

By Chris Ezekiel, Founder & CEO, Creative Virtual

Back in 2019, I wrote an article on reasons why chatbot projects were failing or being abandoned before they even reached the testing stage. At the time, the conversational AI industry had been saturated with both false promises about the capabilities of the technology and a plethora of new start-ups with misleading claims about having AI-powered customer service bots. That left the chatbot and virtual agent landscape littered with poor-performing and failed projects along with negative press about the technology.

Fast forward to 2022, and much has changed in the world of conversational AI. One important change is the widespread acceptance that pure AI is not the right answer for automated customer service and employee support. Industry experts, analysts, and vendors (including those that previously claimed otherwise) now agree that a combination of humans and AI is the best approach to these chatbot and virtual agent solutions. This is coupled with important advancements in conversational AI technology that allow for the right balance of human and machine to create positive support experiences.

Conversational AI is now widely recognised as an important technology in digital customer experience and employee support strategies. During the pandemic, chatbots and virtual agents were a crucial tool for some organisations to meet the challenges of serving customers quickly and efficiently during a time when contact centres were overwhelmed and information was changing rapidly. These success stories demonstrate just how essential conversational AI technology is for successful digital strategies.

Yet despite all those success stories, some organisations are still struggling with a chatbot that’s not performing as expected, can’t be scaled as their business grows, or doesn’t properly reflect their brand. Over the past couple of years, I’ve heard a variety of reasons from business leaders on why their company is unhappy with their conversational AI tools. Here are the six most common issues they cite:

  • I can’t expand my solution to support my growing business and customer base.
  • I have limited integration options to create a seamless and personalised experience.
  • I started my project with an inexperienced start-up that isn’t able to provide the technology updates and support I need from my vendor.
  • I am struggling to manage multiple chatbots across different business divisions or departments.
  • I am unable to staff my chatbot project with internal resources with the necessary knowledge and experience.
  • I don’t own the user interface or training data with my current chatbot provider.

In those situations, it can be easy to mistakenly dismiss the technology as ineffective. Don’t fall into that trap! Instead of abandoning your investment and writing conversational AI off as a poor fit for your strategy, you need to engage with a vendor that has the tools and experience to get your project back on track.

My first recommendation for transforming a tool with any of these issues is to find a vendor that can leverage what you already have from your existing project or projects. You want to rescue your investment, not start over from scratch. If a vendor doesn’t have technology sophisticated enough to do this, then most likely their solution isn’t going to work for you in the long run anyway.

My second recommendation is to be very clear – both internally and with the vendor – about both your short-term and long-term goals for your chatbot. This is what is going to drive your conversational AI strategy and technology requirements. If you don’t know what you want to accomplish with your chatbot, then you can’t properly identify the functionality, integrations, reporting, etc. you need from a vendor.

And my third recommendation is to ensure you’re selecting a vendor with the right experience and expertise. You want to collaborate with a provider that has solved your issue before, understands the specific needs of your industry and/or use case, and has the references to back them up. Ask to talk to their current clients so you can hear first-hand from them what it’s like to work with the vendor.

If you’re interested in learning more, Creative Virtual has put together an eBook – Conversational AI Issues & Solutions – that talks about each of the common issues I listed above in more detail.

My overarching advice is: Don’t let any of these issues signal the end of your conversational AI project. Leverage what you already have to transform that project into the successful and valuable digital support solution your organisation needs.

Resolve to Make Your Conversational AI Project Healthier this Year

By Mandy Reed, Global Head of Marketing

The new year is here and that means it is time for New Year’s resolutions. The most common personal resolutions are focused on being healthier – exercising more, eating better, improving fitness, losing weight, stopping smoking. People join the gym, sign up for weight loss programmes, and download meditation apps.

But what about your conversational AI project? Does it need a New Year’s resolution to be healthier in the new year, too?

If your organisation already has a conversational AI project, then you don’t need me to wax on about the importance of digital customer support. You get it. However, if you’re concerned that your current conversational AI tool isn’t up to the task of improving your digital support experience in 2022, then it’s time to make a resolution for change.

Even the best laid plans sometimes take a wrong turn or need to be tweaked as customer expectations and your organisation change. The start of a new year is the perfect time to take a step back and re-evaluate your conversational AI project and strategy. If this review leaves you dissatisfied with what you find, you’re not alone. Here are some common reasons other organisations have given for being unhappy with their conversational AI projects:

  • I can’t expand my solution to support my growing business and customer base.
  • I have limited integration options to create a seamless and personalised experience.
  • I started my project with an inexperienced start-up that isn’t able to provide the technology updates and support I need from my conversational AI vendor.
  • I am struggling to manage multiple chatbots across different business divisions or departments.
  • I am unable to staff my chatbot project with internal resources with the necessary knowledge and experience.
  • I don’t own the user interface or training data with my current chatbot provider.

The good news is that none of these common issues are dealbreakers that mean you must scrap your current virtual agent or chatbot project and start over. Like any New Year’s resolution to be healthier, you just need a plan that starts where you are and takes you to your goal of creating a successful, valuable, and healthy solution.

Your first step should be to download the new ebook Conversational AI Issues & Solutions: Transforming Ineffective Chatbot & Virtual Agent Projects. It takes an individual look at each of the common issues listed above, explaining how they can negatively impact your conversational AI project and exploring ways they can be solved.

When you’re ready to work out the details of your plan for a healthier chatbot or virtual agent and put it into action, the Creative Virtual team is ready to be your personal trainer and coach. Contact the team here to learn more about the expert consultation and technology that’s helping brands around the world deliver reliable and valuable conversational AI solutions.

This new year, resolve to transform your conversational AI project into a healthier, more effective customer service solution. Make 2022 the year your customers, employees, and company experience the full benefits of a successful chatbot or virtual agent.

Integrating the Right Customer Experience Technologies

By Liam Ryan, Sales Director

It’s impossible to talk about customer experience without also talking about technology. Companies and brands are looking to provide a complete omnichannel experience for those at a desk and on the move, deliver quality service and support to digitally-savvy customers and remain competitive as a growing number of contact channels gain popularity among consumers. All of those goals involve not only implementing, but also integrating the right customer experience (CX) technologies.

Earlier this month I attended CXtech, a new technology conference and showcase focused on what’s new, what’s working and what’s coming next in CX technologies. One major theme that came up repeatedly during presentations and my discussions with other attendees was that the truth about artificial intelligence (AI) is now been revealed after all the hype, myths and unrealistic claims. The CX industry is coming together in agreement that a hybrid approach is best – using a combination of AI and humans to deliver the best experience for customers. This is the approach we’ve always taken at Creative Virtual, and one that we’ve seen industry analysts and experts talking about more and more recently.

CXtech Chris EzekielChris Ezekiel, Founder & CEO, joined me at the event and presented as part of the ‘Digital Automation, Chatbots and Virtual Assistants’ stream. His session, Digital CX & the contact centre: AI, chatbots, live chat & knowledge management, was well-received by attendees. He talked about the essential components of AI-driven digital transformation in the contact centre and then showed them how organisations are already using our CX technologies through a series of live demonstrations, including one of our customer chatbots working on Amazon Alexa. It’s one thing to listen to someone talking about the possibilities of the technology; it’s another to actually see and experience the solutions working and delivering on those promises.

We had a mix of people from different areas of organisations – the contact centre, digital CX, marketing, etc. – stop by the Creative Virtual stand throughout the day, some expressing that Chris’ presentation showcased ‘exactly what we are looking for’. There was lots of interest in discussing how to support customers on social media and messenger apps like Facebook Messenger. I also spoke with attendees from organisations that aren’t part of the industries we typically see at these types of events, such as public and emergency services. This reflects the change we’re seeing in the CX market as a wider range of industries are feeling the pressures of cultural and digital changes.

Our thanks to the CXtech organisers for putting together a successful event. It was a day of great presentations and insightful discussions, and I especially enjoyed the salmon at lunch!

If you’re interested in learning more about AI-driven transformation in the contact centre, download our latest whitepaper A Chatbot for Your Contact Centre.

And if you’d like to see our chatbot, virtual agent and live chat solutions in action, be sure to request a live demo to arrange a personalised demonstration.