The Rise of Digital CX Tools: Resist the Urge to “Over-Automate”

Now that self-service technologies and artificial intelligence have become the norm in the call and contact center environment, brands should resist the urge to rely solely on these tools.

There have been several recent highly publicized instances of companies moving exclusively to self-service tools, and these are not limited to smaller start-up companies.  In fact, there are major airlines, technology, social media, and retail organizations that have chosen this path…much to the chagrin of the consumer.

This is not to say that self-service tools have no place in the contact center landscape. We have and will continue to use them appropriately at XperiSource…the keyword being appropriately. No matter how much money these tools save or how much efficiency they provide, the cost of a diminished customer experience is far more costly than any savings experienced.

Consider the following findings from noted industry research group Execs In The Know:

• Only 25% of consumers experienced first-call resolution more than half of the time with self-service technologies, while 62% did with human-assisted channels.
• Overall issue resolution stands at 69% for self-service technologies and 86% for phone interactions on a per interaction level.
• 47 % of consumers report “feeling forced” into a communication channel that does not meet their preference.
• Finally, OnePoll reports that a 68% of all consumers prefer talking to a live agent for any issue.

These statistics support the notion that companies are well-advised to consider their customers’ needs before going too far down the path with automation.  As industry expert and Forbes columnist Shep Hyken summarized: “smart companies will recognize the balance needed between the digital world and the human-to-human world.”

I couldn’t agree more.  So just how do you arrive at this balance?

• Build The Customer Experience From The Outside In: Whether it is through voice, the web, chat, or email, customers want to interact through their preferred channels. An effective customer experience strategy should focus on offering consumers options that make them feel in control of their own journey. Therefore, build your strategy from the outside in with a focus on meeting your customers where they are at.  Brands that do so will absolutely win in the long run.

• Heavily Scrutinize All Self-Service Tools: Deven for brands that remain committed to human customer support, digital tools will always represent a portion of the mix. There is shortage of these tools, but one size certainly does not fit all.  Before recommending or implementing any tool on behalf of our clients, our technology team analyzes the solutions that are most likely to be adopted by a particular customer base and positively impact customer loyalty and our clients’ bottom line. If a tool does not do so, we will never recommend it solely for cost and efficiency savings purposes.

• Don’t Underestimate the Importance of Empathy:  It is estimated that more than 70 percent of customer interactions will happen digitally in the next year.  Despite the narrative about the evolution of tools such as ChatGPT, digital tools will never have the ability to be truly empathic. Empathy involves being able to put yourself in the shoes of a customer, understand their unique circumstances, and communicate with them as a human being. A machine does not have that ability. Whether it is routine customer service, debt collections, or tech support, each customer will be different and deserving of the respect and understanding only available through a live human being.

Ready to arrive at the right blend of human customer service and digital support for your customers?  Reach out to us at 949-669-1370 ext.101 or louis.ochoa@xperisource.com