April 25, 2017

The four cornerstones for a winning customer experience

Satu Edelman

Senior Consultant, Tieto

Building a winning customer experience is on every customer service developer’s to do list. What kinds of changes should you prepare for and what tools should you use? This year it seems that taking control of the mobile channel is the most important development project. However, voice controlled user interfaces and service robotics are already coming around the corner.

What technological changes are going to impact daily customer service in the near future? How can the customer experience be improved by using the methods already used by customer service?

In my opinion, the cornerstones for building a winning customer experience will be:

  • An even deeper understanding of the customer and their environment; what does the customer value, in what channels do they have an impact, who are they networked with and what kinds of ecosystem are they in (social CRM)
  • The increase of voice controlled user interfaces in both mobile and web applications
  • The introduction of service robotics into new business areas and the increase of automation, particularly for routine activities
  • The use of virtual reality to integrate solutions into customer service

Those companies that have a better understanding of the customer than competitors will gain greater share of the customers’ spend. It is not enough that the customer’s name, contact information and segment data is correctly entered into the CRM system. The company must understand what kinds of things the customer values, what they share on social media and what kinds of communities they are a part of. Traditional CRM systems are already being supplemented by social CRM that is used to complement the understanding of the customer. The next step is to utilise this information and use it to personalize customer service based on the customer’s needs.

The importance of the ease of service will continue to grow. A significant share of customer service has shifted to different kinds of mobile devices. We always carry our phone with us everywhere so why open up the computer or even call a service number to access service? Many popular phones already incorporated voice control several years ago. Wouldn’t it be logical, from a customer service perspective, to interact with the customer through a device that is already in their pocket without the need for tapping on a physical menu? The service provider’s user interfaces will also need to meet this demand.

In Finland, the best known service robotics trials are bank service robots and care robots used in nursing work. Chatbots have already been developed to answer basic customer questions in Chat channels. Even though today we are still at the trial phase, the use of robotics in customer service will seem self-evident in the future.

The comprehensiveness of the customer experience presents a challenge for companies as they think about all the possible channels where they meet their customer, beyond those that we already know of. The possibilities of virtual reality seem limitless. Already experiments are underway where you can walk into a brick and mortar shop with your VR glasses and see products in three dimensions. Why wouldn’t it be possible to take care of the customer experience in virtual reality and open up new dimensions of service?

Join the discussion on Twitter @TietoCorp and listen to our podcast Digital Customer Care is transforming business with GetJenny: https://soundcloud.com/tietocorporation/sets/customer-experience-management

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