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#CXDay: Serving Your Customers a Custom Support Experience

By Mandy Reed, Global Head of Marketing

Happy CX Day! Today is the annual global celebration of the professionals and companies that make great customer experiences happen. In a world of growing expectations for on-demand service and highly connected, always-on customers, creating and delivering a great customer experience (CX) is no easy task.

A couple of weeks ago I was at an alpaca farm, a stop on my local annual County Farm Tour, with my niece. She was excited to get a chance to feed and pet the alpacas but, having already endured a few hours of attention from random strangers, the animals were not so interested in what the afternoon visitors were offering. I chuckled to myself as I watched the children – and a few adults – follow the alpacas around with outstretched hands offering them a bite to eat as they ran up and down the fenced in area. As we followed some into the barn, my niece noticed that a couple alpacas that had refused to eat from her hand were eating from the feed trough instead. She wondered aloud why, if the alpaca was hungry, it hadn’t just eaten what she offered.

Digital customers, like those alpacas, aren’t always interested in engaging in a one-on-one human interaction – even though companies often feel that is the best way for them to build connections and loyalty. In fact, analyst firm Gartner reports that millennials are four times less likely to pick up the phone to resolve issues than older generations, opting instead to try to self-serve first. When companies don’t offer a way for customers to do that on their website or mobile app, those customers will end up looking, and possibly failing, on non-company channels. Organisations that want to empower customers to self-serve, and ensure they have a positive experience while doing so, need to offer those tools to customers themselves.

While self-service is increasingly imperative to a customer’s experience, that doesn’t mean that the one-on-one human interaction is no longer important. After watching numerous alpacas eat from the feed trough, my niece was ecstatic when one showed interest in the food she was offering and suddenly her hand was empty. The same is true with customers – not every customer wants to self-serve and not every customer issue or question is best resolved with self-service. A successful digital customer experience strategy never leaves out the human touch completely.

Here are a few CX Day tips to help you deliver a custom support experience for your customers:

  • Get to know your customers – It’s great to offer customers options for getting the information and support they need, but make sure they are the right options for your customer base otherwise you’re wasting time and money. For example, Rest knows that nearly 75% of their customer base is under 40 and most start their experience on the company website. In order to improve engagement with their growing customer base of digital natives, they now offer 24/7 support with virtual agent Roger on their website as well as other channels, such as Google Home.
  • Integrate self-service and human-assisted channels – As mentioned, self-service is not always the preferred method or the best way to answer customer questions. Other times customers will want to self-serve but then reach a point where they need or want to escalate to a human. This is why your self-service options can’t be standalone tools. Chatbots and virtual agents should be integrated with human-assisted channels such as live chat or call back to provide customers with a seamless experience. When customers are escalated from virtual agent to human agent, a full history of their conversation should be passed over as well. Internally, if you are using a virtual agent to assist contact centre agents, make sure you have feedback loops in place so your live agents can help keep the virtual agent’s content accurate and up-to-date.
  • Start small with a plan to grow – As with most things in life, trying to tackle a huge digital CX transformation project all at once just won’t work. Start small and then use what you learn from the first stages of your plan to make improvements as you scale your solutions and work through later phases. Transport for NSW started with their chatbot RITA on Facebook Messenger, a popular channel with their customers, and then grew their solution to be deployed across other channels, including their website and Amazon’s Alexa. This step-by-step approach has improved their customer experience and has won them numerous awards.
  • Work with vendors that have both the technology and expertise – Designing and delivering a customised support experience for digital customers requires a significant investment from companies and their employees. Selecting the best technologies for your goals is very important, but it shouldn’t be the only focus of your strategy. The customer support landscape is littered with failed and frustrating solutions, and the best way to avoid becoming one of those statistics is to work with an expert team that can provide consultation experience along with the technology. You want to work with a vendor that will collaborate closely with you and can provide guidance on both general industry and sector-specific best practices. Just as the service you offer customers needs to be a combination of self-service solutions and human support, your digital customer experience strategy needs to bring together the right blend of technology and human expertise.

Frost & Sullivan predict that the year 2020 will be the point when customer experience will overtake product and price as the number one way companies will differentiate themselves from the competition. Are you serving your customers a custom support experience that makes your company stand out?

Digital CX Challenge: Humanising Your Self-Service

By Mandy Reed, Global Head of Marketing

For as long as virtual agents and chatbots have been used by companies to provide customer self-service, they have been criticised for removing the human touch from interactions and taking away the opportunity to build an emotional connection with customers. While some organisations have used that as a reason for not providing automated tools for customer service, they are now facing the reality that more and more customers want – and expect – self-service solutions. This is putting more pressure on organisations than ever before as they try to figure out how to bring together self-service with the human element.

On 3rd October, a new event is coming to London that is focused specifically on this challenge. The Humanising Digital & Self-Serve Conference is a one-day event being held at the Museum of London Docklands. Creative Virtual is proud to be an event sponsor, and Founder & CEO, Chris Ezekiel will present a session titled ‘Conversational AI & the Human Touch’. As someone with many years of experience working with enterprise executives and industry experts, Chris understands the challenges companies face when implementing self-service as part of their digital customer experience strategies:

“This conference is addressing an important aspect of today’s customer experience – keeping the human element even as organisations transition to more digital and self-service solutions. Offering intelligent chatbot and virtual agent tools should never mean a removal of humans from your customer service and support strategy.”

During his presentation, Chris will share industry research and live demonstrations as he explores best practices for combining conversational AI and self-service with the human touch for a seamless, omnichannel customer experience. He’ll help attendees gain a better understanding of:

  • Current challenges companies face when implementing chatbots, virtual agents and live chat
  • Reasons why conversational AI and self-service solutions need a combination of self-learning and human input
  • Tips for selecting, deploying and maintaining successful digital self-service tools

More information and a full copy of the event programme can be found on the Humanising Digital & Self-Serve Conference website. As an event sponsor, Creative Virtual is able to offer our blog readers a discount on tickets – use code Partner150 when booking your pass online.

If you’re unable to attend the event or just want to learn more about how you can bring together humans, AI and self-service in a way that creates reliability and consistency for your organisation and your customers, request a live demo with a member of our expert team.

Digital Growth Around the World

By Mandy Reed, Marketing Manager (Global)

It seems like everyone is talking about ‘digital’ these days – digital assistants, digital data, digital marketing, digital art, digital footprint. We’re increasingly reliant on digital devices – smartphone addiction, anyone? – and the need to be constantly connected. On a flight recently, there was a passenger a few seats away from me having a mini-meltdown because the onboard WiFi wouldn’t be available for the entire flight.

According to the Global Digital 2019 reports from We Are Social and Hootsuite, the digital world shows no signs of slowing down. In fact, the number of internet users around the world is growing by an average of more than one million new users every day! The research, published earlier this year, reports a 9.1% increase from last year, bringing the number of internet users to 4.388 billion. In areas like Northern Europe and North America, 95% of the population are online.

2019 internet users

It’s likely no surprise that of those internet users, 84% searched online for a product or service to buy, 91% visited an online retail store on the web and 75% purchased a product or service online. The growing number of mobile users (up 100 million from last year) is reflected in the fact that 55% of internet users had made an online purchase via a mobile device while only 42% had done so from a laptop or desktop computer.

With so many consumers researching and purchasing goods and services online, it’s important for companies to provide the right service and support online as well. According to Frost & Sullivan, US companies are losing more than $83 billion annually due to poor customer experiences. On the flip side, they also found that 74% of customers have spent more with a business due to a history of good service.

Organisations everywhere are taking on digital transformation projects and searching for the best way to join up digital channels with more traditional customer contact channels. Implementing and executing successful digital customer experience (CX) initiatives is crucial for companies, particularly those in regions where a majority of the population are internet users. Offering a seamless and efficient CX that delivers consistent and reliable information to consumers regardless of whether they self-serve or talk to a contact centre agent has a direct impact on a business’ bottom line. Companies must also consider the popularity of other touchpoints, such as messenger apps and smart speakers, with their target customers as they evolve their digital strategies. Some organisations like Rest, one of Australia’s largest superannuation funds, are using a virtual agent across multiple channels – including Google Home – to successfully engage a customer base of digital natives.

57% of the world’s population are now online, and the number of internet users is growing every day. Is your organisation positioned to stay competitive in an increasingly digital world?

2019 digital world