Customer experience and customer service are necessary to improve the user experience services even further, with the fast-evolving world. Most of those changes are driven by consumer demand but what will this translate to with regards to client and customer experience? While we have this misconception that customer service and customer experience mean the same thing. The truth is that customer experience is now seen as a key business strategy for every brand.
We are expecting a transformation in customer experience due to technology, regulatory compliance and globalization due to the ever-evolving economy. Experts predict that by 2020, 70-85% of all customer service interactions will be handled without the need for a human agent. However, an omnichannel in customer service is critical for businesses to anticipate changes in customer expectations, improve their manpower, and adjust their technical strategy. There is more to this evolution of customer experience than Automation services and self-service enablement. This is what brands, executives, and service leaders need to know about what’s on the horizon for customer service.
Self-service portals, Robots, Automated systems, and Chatbots is racing to a point where they are indispensable. They currently perform the task of a customer representative with a more easy task and direct inquiries. At some point, the human touch will still be essential but on a more advanced situation.
Here are the predictions businesses and services should expect from 2020.
AI will Automate Simple Tasks
Artificial intelligence will become the frontline of most customer experience carrying out tasks like self-service (how customers solve issues on their own), automated process, help desk and answer bots. It is more advanced in a library setting where you can use an app and a bar code to search for a book or in an online clothing store for purchase of your clothe or shoe with the correct size.
Artificial intelligence can make knowledge bases more optimized for a customer base, and the help articles within them easier to find (thanks in part to deep learning, which makes AI tools even better over time). The customer service industries will be more efficient with the introduction of self-service. This will help professionals but not replace them.
Customer Service Agents Will Have More Time
Most of the simple task will be handled by AI technology and customer service agents will have to mostly focus on the services that require a human touch. This will have a negative effect on the employment rate or demand for customer service representatives. Meaning that mostly the best with technical, analytical, PR and problem-solving skills with years of experience will be hired for this position.
Social Media will Continue Proliferating Complaints
Brands will continue to receive feedback, positive and negative reviews. How they address this issue will determine their customer experience or satisfaction. We will notice an increase in expectation and social media support for brands that can offer customized services at optimum speed without friction. One bad review with a shred of evidence to back it up can put a company out of business.
The ripple effect of social media both from an advertisement on Facebook, Instagram and twitter vs one bad review on youtube made by one dissatisfied customer. Hubspot suggests that customer service technology
Customers will Begin Outsourcing Service
Customers will outsource their complaints or disputes to the new startups that are handling inquiries, disputes and claims. For instance, your flight has been delayed and you need you can’t wait to process a refund. The solution would be to outsource this such company and grant them access to your email. They will scan all the mail with regards to your delayed or missed flight and present the complaint and claim your refund for a small fee.
In the Empathy Economy, according to Forbes, customers want EVERYTHING NOW. To keep up with the game, brands will craft a strategy for approaching areas like mobile messaging and outsourced customer service. Machine learning will impact the art of customer service and free up time for service reps, automating simple tasks, and becoming a table-stakes technology for attracting new talent. Companies will adjust to these changes and will enjoy an increase in customer satisfaction, protect their brands. As a result, any customer service that can provide “on the spot” solution will become a profit and Retention center for their company.
Face-to-face video communication will increase.
Customer service calls might be upgraded to face time communication. Any company that can initiate direct facetime or any form of video call communication with its customers will be seen to be more credible and rated high. This will increase the customer experience with either a matching individual expectation or a negative impact. Most startups, small businesses and fortune 500 companies striving to build a trusted brand will utilize this strategy.
Real-time messaging will be preferred to email.
Let’s face it how many times have you bothered to read your emails about offered services? An email with a good caption attracts you to open them while others are ignored or marked as trash or spam. On the other hand, you are more likely to respond or check your messenger for every new messages or request. This is where chatbots partially operated by customer service agents assist in the customer experience by instantly engaging the customer in real-time.
Cloud-based systems will enhance the user experience.
Data is everything in today’s economy and globalization. How and where these data are stored or shared are very important and its security. With the increasing success of social networks integrating into businesses smoothly translates that virtually all commerce today will be reliant on successful digital strategy. Introduction of digital cloud strategy into today’s marketplace will evolve from manually-driven systems. Data will be centralized for access.
Salesforce and Google collaborated in Google Cloud Next ’19 to create a personalized customer experience. Thereby, partnering with small businesses or individuals to help grow their business using machine learning and artificial intelligence.
The data-driven era for both customer service and customer experience
Both Jack Ma and Bill Gates agree on the fact that data will play an important part in the future of businesses and their customers. Elon Musk has taken a step further to merge the human brain with computers to increase the processing speed. Introduction of technologies and software like CRM has helped a more than a million clients understand their business better. We can now analyze and identify our customer service representative performance, customer relation, customer satisfaction and customer’s behavior toward products. The service technology you choose should include a way to quantitatively and qualitatively measure its success. Without that, the effectiveness of the software can never be known. Therefore, as the demand for service technology increases, most companies will upgrade their customer service teams to become much more dependent on customer information and analyzing the success of the programs and the effect on customer experience.
“Data is going to be so important to human life in the future. Whoever has the data controls the future market”
Marketing and sales teams will use these data or information insights to highlight new roadblocks and record them in the customer’s journey map. Sales teams will utilize this data to understand relevant customer needs that they can touch on during their sales pitch. Adopting service technology will lead to new demand for customer service data that can be beneficial across your entire organization.
“The ability to harness information will transform global health and prevent the spread of illnesses “
Companies will start charging for time instead of services
You can walk into an American Girl Place and spend hundreds of dollars without buying a thing. We see increasingly businesses and services that are charging admission for an experience. There’s a café in London that doesn’t charge for pastries or coffee. They charge for the time you’re in the café. Why? Because that’s what customers value. So the catch is to make the experience worth it while the services are neglected as most customers are there for the light camera action for social handles rather than the services.
Market research fully incorporated into customer experience and customer service in real time.
Customer feedback is itself a customer experience. Customers can become co-owners of processes through collaboration and co-creation. An example is the new Google Cloud collaboration with Salesforce. Customers who have a lot of goodwill can fulfill any function. They can provide feedback and interact with employees, they can co-develop products, they can engage in user communities, and so on. Basically, they are the company. They are part of your organization. They will be involved in different processes, but all together, they are part of THE CUSTOMER EXPERIENCE .
Emotional buy maximization .
Companies need to build a customer service team that keeps up with rising consumer expectations. The kind of customer who’s going to help a business better craft its own customer experience is the kind of customer who wants that business to succeed. And what kind of customer is that? It’s a customer who is attached to the business, perhaps emotionally and almost certainly because of convenience. Emotional buy is already trending with most eStores and businesses using Facebook Ads. They retarget the same set of customers that bought a certain related product or love a particular brand with relevant ads. As such, other platforms display relevant ads that are related to what you clicked on before
Humanity will thrive despite AI technology
Fallibility equals humanity and humanity equals authenticity. This is because people prefer human faults, it trends a lot, admittance a redemption makes a story with a happy ending. There are no perfect human beings. People make mistakes. In the old-fashioned marketing world, marketers never made mistakes.
The advertisement game had long evolved from perfect brands, perfect in every way, no error to social reviews and critics of even the slightest mistake in ads spelling or response from the customer service representative. Thanks to social media interactive world. We now have Facebook, Youtube, Instagram, Twitter feeds and LinkedIn. People make mistakes and you see them and broadcast them. They become trending topics positively or negatively.
Any company that wants to earn the trust of its customers needs to present itself as human. And what is the first quality of being human? Fallibility. It doesn’t mean you make mistakes on purpose. But when you make a mistake, you admit it and you go forward. And customers will embrace that. They like that. They want to interact with companies that are like them, that exhibit that human touch in services .
Go mobile or Go home!
According to US statistics, 63% uses mobile to address customer service issues. A recent Gartner survey found that, by 2016, 89 percent of businesses plan to compete primarily on the basis of their CX. 90 percent of the bad customer service calls have been made through mobile. Businesses will focus more on mobile services upgrade like the chatbots, emails, messengers and web application to be sure that all its customers are well attended to. The quality of the services and the customer experience will be given more attention than at present.
These trends painfully point towards the direction that the customer experience revolution is just getting started. To succeed in the apocalypse of this Customer experience and customer service, businesses and companies must get closer to their customers. They must be aware of this trend and take full advantage to restructure their customer experience and upgrade the customer service team with the right skills, processes and empower their employees to keep their customers happy.