Digital Disruption—The (Data) Tide Is High
Digital disruption is here to stay—as are expectations of near instantaneous answers and action. So, navigating digital disruption is forcing organizations to be more focused and responsive to the needs of customers than ever before.
With infinitely more choices at their fingertips, consumers have an unwavering list of demands and find it easy to switch brands with a quick swipe of the finger. They want resourceful interactions, and uncompromising access to swift information and issue resolution.
Digital disruption is about swift change. In the customer service environment, it revolves around the enablement of both employees and customers to effectively and efficiently engage with each other to affect a desired outcome. To successfully capitalize on this digital shift, a seamless connection of customer journeys is needed across digital channels that helps customers achieve outcomes that consistently end in a positive customer experience.
The road to achieve this result has evolved with digitization arming customers with more ability, technology and choice than ever before. Today, self-service has become commonplace for simple tasks, whereas phone calls are still the mainstay for complex service issues. As a result, the customer drives the engagement mechanism—and traditional customer service approaches are being transformed.
Companies must now not only understand and accept customer centricity, but operationally keep pace with emerging technology to support an analytics-driven approach to multichannel customer service.
Leveraging every interaction to relentlessly evolve and improve the customer experience requires a great deal of data capture and analysis. Digitization has surfaced many more touch points including text, email, web, chat and mobile. Organizations that achieve customer experience success use a variety of technologies to capture and analyze massive volumes of data during customer interactions to provide more personalized customer experiences and to help structure their operations with the voice of the customer top of mind.
Because multichannel service delivery is still evolving, many companies find themselves challenged by data residing in discrete functional silos, making it difficult to provide a true view of the customer journey. However, a view into the end-to-end experience is critical for companies to understand in order to more effectively and efficiently communicate with customers across channels consistently and contextually. This is a result of businesses being expected to have full insight into all of customers’ prior interactions and be able to respond in an actionable, personalized and consistent manner.
The challenge lies in capturing each of these interactions across many individual channels, and linking the data to gain a single, consolidated view of all interactions to deliver service that reflects this awareness. By evaluating the customer experience across all channels using a centralized solution, companies can quickly determine where to focus customer engagement efforts to help realize the greatest impact, and gain a deeper, more contextual understanding of customer data.
Not surprisingly, many organizations find it challenging to link all the interaction data together for contextual insights that present a single view of the customer’s journey—whatever the touch point. However, it is important for an organization to piece these interactions together to understand when and why customers switch channels—and how that impacts the business. By understanding previous interactions and likely outcomes, companies can use the intelligence gained to deliver highly personalized service.
Isn’t that what you’re trying to do?
Additionally, customer feedback can be aligned with these insights to help predict customer behavior or identify opportunities to reduce churn. With this cultural, organizational and operational approach, recognizing buyer intent and customer needs, while delivering the right offer and support at the right time, drives more personalized, predictable and productive customer engagement.