The Impact of Customer Experience Developments on the Future of Self-Service
By Mandy Reed, Global Head of Marketing
There is always an element of uncertainty we must take into account when planning for the future. This has perhaps never been truer on a global scale than right now as we face the unpredictable impact of the COVID-19 pandemic. While it may not be the right time to book your next beach getaway or send out invitations for your extended family reunion, smart companies should be looking towards the future impacts of customer experience (CX) developments and consumer expectations.
In the recently published report The Inner Circle Guide to AI-Enabled Self-Service (available for download in a UK version and in a US version), ContactBabel takes a deep dive into the current status of CX self-service technologies, use cases and customer preferences. Each version of the report breaks down the results of a survey conducted with 1,000 consumers in that country on their expectations of a good customer experience. The report then compares those responses with survey responses from organisations on their current and planned self-service offerings and investments.
The last section of the report analyses responses from business leaders on the future of CX, self-service and the contact centre. This includes a question on how important various CX developments will be on their organisation in the next two years. The two graphs below summarise their responses – the first is responses from the UK, the second from the US:
In the US survey, 61% of respondents identified AI/self-service as being very important, up from just 51% in 2018. The UK survey found a similar noteworthy increase in responses from the 2018 survey for AI/self-service. This reflects the significant developments made in the application of artificial intelligence (AI) in the customer service space over the past several years. The hype around AI-powered self-service tools, such as chatbots and virtual agents, has evolved into a more practical and realistic view giving organisations more confidence to pursue the technology.
It also reflects the increased adoption of digital self-service by customers over the same period. Consumers are becoming more comfortable with using self-service chatbots and virtual agents. They appreciate being able to get help and support instantaneously at any time of day or night. In both the UK and US customer surveys cited in the ContactBabel reports, respondents identified website self-service/mobile app as their preferred method to contact a company for a high urgency interaction. Nearly half of all respondents selected self-service over other options such as phoning the call centre or sending an email.
It will be interesting to see how these trends change over the next 12 months as companies rise to the challenges of supporting customers during and after coronavirus-related shutdowns and social distancing measures. There has already been a significant uptick in the use of self-service tools like virtual agents as contact centres struggle to respond to the sudden surge of incoming calls, chats and emails. Will this result in a more permanent increase in customers turning to self-service as their first point of contact for support issues? And will the more intense focus on digital strategies within organisations, currently driven by necessity, continue as they see the benefits of the changes they are making?
Despite all the uncertainty and unpredictability of the coming year, organisations must take action now to assess their customers’ needs and expectations in order to prioritise CX developments. Download The Inner Circle Guide to AI-Enabled Self-Service – find the UK version here and the US version here – for more insights and self-service use cases.