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Is Your Customer Experience Ready for 2020?

By Mandy Reed, Marketing Manager (Global)

Every one of us has a story we can share about a bad customer experience – and we love to tell those stories. In fact, a survey conducted in 2018 across six countries found that 60% of customers said they had shared their bad experiences with others, either in-person or online. And for many of us, we also love to hear or read about those experiences before we make our own purchasing decisions, meaning that a single poor experience can have a negative knock-on effect on countless other potential new customers.

It’s certainly no secret that your customer experience (CX) has a direct impact on your company’s bottom line. The results of that same survey also showed that 56% of customers had stopped doing business with a brand or switched to a competitor after a single bad customer service experience. According to Frost & Sullivan, US companies are currently losing more than $83 billion annually because of poor customer experiences. Despite being armed with this understanding, many organisations are still struggling to meet the expectations of today’s highly connected, digitally-savvy customers.

In their The Future of IT report, Forrester drives home the point that soon nearly all companies will operate as digital entities with their ability to maximise on the potential of new technologies determining their success. One force behind this change are customers:

“Digitally insatiable customers have a marginal and fickle loyalty to traditional brands, are willing to experiment, and are conditioned to switch affinity and spend based on a single poor experience. Customers have an affection for novelty brands and, notably, brands that ‘get’ and tap into their day-to-day lives.”

When it comes to service and support, tapping into a customer’s day-to-day life means providing the options to find information and resolve issues on a growing number of channels. More traditional channels like the phone are still important, but customers now also want to engage with brands on newer channels like messenger apps and smart speakers – channels that are becoming more integrated into other aspects of our daily lives.

Yet just being present on these channels isn’t enough to create a positive customer experience. As Gartner points out:

“It’s not just what channels customers use to resolve issues, but why they use them that leaders need to understand.”

Service leaders must understand the entire customer journey and the realities of what it takes to solve a particular issue in order to optimise each channel appropriately and then guide customers to the correct channel as needed. While all channels should aim to make customer resolution easier, every channel can’t be viewed with a one-size-fits-all mindset.

To be able to guide customers to the right channels and create an easy, seamless experience, organisations need to approach their digital CX initiatives with an omnichannel view. For example, adding a chatbot on a messenger app is a great way to provide customers with quick self-service, but it can’t be a standalone tool. It must also be integrated with other channels so users can be properly guided or handed over to a different channel if needed, such as live chat or the contact centre, to have their issue resolved.

There have been lots of predictions over the past several years about how important CX will become for brands. A recent report identifies the year 2020 as the point when customer experience will overtake product and price as the number one way companies will differentiate themselves from the competition. As we quickly approach the middle of 2019, organisations need to take the time to really evaluate their experience and identify the technologies that will prepare their customer service for the future.

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

Simply The Best!

By Chris Ezekiel, Founder & CEO

With chatbot companies springing up on an almost daily basis, how do companies select the right one? Well, now the work has been done for you and there’s a clear choice! Frost & Sullivan have recognised Creative Virtual as the Product Leader! And the full report is available for you to download for free. Frost & Sullivan evaluated companies across two key factors, each with five benchmarking criteria. Creative Virtual was rated as ‘Excellent’, receiving an average score of 9.00/10 across these categories. The second and third place companies came in at 8.50 and 8.25.

Frost & Sullivan Best PracticeAs we celebrate our fifteen year anniversary, I cannot think of a better way to start the year (and the celebrations!). Not least because this is the first detailed independent comparison of combined virtual assistant, chatbot and live chat technology; and especially as the competition are some of the world’s largest technology companies. This comes on the back of our Queen’s Award for Innovation, that we were honoured to receive in 2017, and which is a five-year award. I couldn’t be more proud of what our team, together with our customers and partners, have achieved.

We often get asked how we compare with our competitors, and of course we have a lot to say on the subject! – but now with this independent report, the choice for companies wanting to deliver significant business value as well as superior customer experience, is crystal clear!

As a company that prides itself on continuous innovation, we certainly won’t be resting on our laurels. Right now, in our labs around the world, we are working on even more exciting developments that we look forward to bringing to the market soon.

And in the meantime, we’re very much looking forward to shouting about this amazing achievement from the rooftops!

AI-Enhanced Self-ServiceIt’s an honour to be leading a global company that has been acclaimed as the leader, and I know it will also mean a lot to all our great people, as well as our customers and partners who have put their trust in us and worked hard with us to create amazing solutions – which I know have played a pivotal role in this award. I would like to publicly say a big thanks to all our supporters!

For more on this Frost & Sullivan Best Practice Award and why Creative Virtual was selected as the 2019 AI-Enhanced Customer Self-Service Product Leader: