7 Min
Looking for sustained business growth? if yes, you need to read below how connected customer experience can be a catalyst for that.
Table of Contents
Participants for connected customer experience discussion
1. Neil Barman(Chief Growth Officer, Yellow Messenger)
2. Tarun Jain(Director, IT and Innovation KNOWMAX)
3. Sachin Bhatia (Founder, Ameyo)
AGENDA of Call
- Connected CX and how it is crucial to brand perception.
- Components of connected business ecosystem.
- Role of 360-degree telephony in proactive CX.
- Knowledge Management for self-service and customer relationships.
- How to link your CX initiatives with ROI.
Neil, who was also moderator of the call highlighted:
The need to enhance customer experience and future roadmap of CX in this pandemic period. He quoted Warren Buffet that “It takes 20 years to build a reputation and 5 minutes to ruin it.” So, if you look at it that way, you will be doing things differently.
Neil to Sachin & Tarun:
“How has the customer experience changed before and after the pandemic?”
Sachin Bhatia (Founder, Ameyo) Responded:
Customer anxiety has increased during the pandemic and hence there is more need to implement tools that enhance customer interactions with cost-effectiveness. Brands that would be empathetic towards their customers today, would create a lasting impact of loyalty in the customer’s minds.
Tarun Jain (Director, IT, and Innovation KNOWMAX) Responded:
Experience is by default but engagement what has changed and it has moved from figital to the digital. You need to have that empathy to make sure of a human touch. Digital customer experience with a human touch is way forward.
Neil to Tarun & Sachin:
“When you talk about superior customer experience or product experience, how does a customer experience get dictated? What does it take to build great experience? What are your thoughts?”
Tarun Responded:
Meeting the user’s objective is the key. In today’s time, User’s focus time is quite low so you have to be sure, whatever you deliver, it gives an impact to the user and you have to make sure the information you are going to give must be structured. Talking about connected world, your support system has to be good, intuitive, or DIY(Do It Yourself). It will take care of costs and will give experience too. The more interactive you make your product, the more it will help in engaging the customer.
Sachin Responded:
There is considerable need for human interaction on the other hand. Strong Human interactions have a long-lasting effect. Neil Elaborated & asked
The delivery and experience that call centers are playing today is a kind of driving the entire brand building and the brand loyalty that is becoming the phase of any brand.
Q- How can brands leverage the knowledge management platform to offer that same CX which they were doing in pre-covid environment?
Tarun Responded:
You need to have a unified knowledge management system that serves consistent delivery across channels. You don’t need to go on different screens to find a solution, that’s when the integration helps. Once you know who the customer is and if you are integrated with the back end systems, you can make it cognitive. Knowledge being central system of organization that feeds all different channels and can help achieve connected customer experience.
Sachin Responded:
Tribal knowledge is a thing which is hard to pull off and here, Knowledge Management is going to play very crucial role.
Neil then asked
“So today, Knowledge Management is replacing the tribal knowledge?”
Tarun Responded
Multiple systems, Multiple information, it’s very difficult for an agent to work. In contact centers, AHT and FCR drive the cost and people are trying to move from document management system to knowledge management system. You need an AI-enabled migration tool that does it for you in a single click. That’s a challenge we have been able to solve. It helps in management and insecurity.
Neil to Sachin:
” What do you see are going to be the key factors that’s going to govern the importance of customer experience in this remote environment and what are the challenges that you foresee for the customer support?”
Sachin Responded:
Importance of governance of infrastructure trusting an environment that you cannot control and need for onboarding collaboration
Neil to both:
“Do you think this conversational model can increase the efficiency of delivering knowledge to the customers and users of any product or service?”
Tarun responded:
AI should help. Since there is knowledge, so you can take out intent and context, that makes easy to find relevance about what actually the customer is looking for.
Sachin Responded:
In future, Importance of contact centers is going to increase because they are actually taking some decisions. It’s very hard for machine to take decision in fussy scenario. Knowledge base can provide you context and information in real-time to make an informed decision.
Neil asked:
“In this Covidperiod, how can business link their CX initiatives to define ROIs?”
Sachin responded:
There is a various channel for CX interaction and every channel has cost attached to it. Physical Channel is most expensive, Calling Channel is comparatively less expensive. But the good news is, next-generation usually prefers chat. So, WhatsApp BOT can be one of the reasons to achieve connected customer experience.
CONVERSATION SUMMARY
- The contact centers are going to stay remote.
- CX is going be remain omnichannel and more brands would like to leverage the knowledge management for better connected customer experience.
- Whichever channel customers want to use, they can.
- In whichever language customers want to interact, they can.
- There is a seamless integration of knowledge management to conversation AI.
