Interactions between customers, business agents, suppliers, distributors, partners, agencies, and competitors define the customer experience ecosystem. The success of this ecosystem is dependent upon how a business performs in alignment with a customer’s expectations.
Like an environmental ecosystem, businesses must think holistically about each element and their interdependencies. Enterprises utilize customer experience technology to manage this larger picture and the coordination therein.
Customer experience technology has existed for decades. From CRM platforms to vendor management tools to user interface designs - technology has played a significant role in enhancing the customer experience.
The digital age has changed the preferred methods of engagement for customers. It has also allowed for the rapid advancement of technology to meet those preferences. Here we explore 4 tools to add to an ecosystem to further enhance the customer experience.
Chatbots are a tool that allows for a company and a customer to communicate digitally. It is done within a traditional live chat platform or through messaging apps. As opposed to a live chat, which is powered by a customer service representative or agent, rules and/or artificial intelligence power a chatbot.
Chatbots are used in a number of ways ranging from function to fun and for personal or business interactions. They can function within any major chat provider including Facebook Messenger, Slack, or a live chat platform.
2. Big Data
Big data has enhanced the availability and created the democratization of information. This data has given businesses insights into customer behavior, preferences, and issues. As a result, these analyses are changing how companies operate and communicate with customers.
By leveraging big data, brands have an opportunity to treat customers as individuals and build meaningful long-term relationships. When customers have a stronger relationship with a specific brand, they are more likely to buy services or products from that business over time.
Big data further serves brands by enabling them to anticipate customer requests in advance, improve customer engagements, and better identify customer pain points and passions.
3. Visual Engagement Tools
Effective omnichannel service draws on past customer engagements and customer data to deliver a personal connection and seamless experience across all service channels. Video chat, cobrowsing, and other visual engagement components allow agents to provide consistent and personal engagements with the customers throughout the customer experience.
Visual engagement platforms provide a suite of tools that enable companies to remotely see, share, and show what they need with their customers as though they are in the same room. When using these more personal forms of communication, agents provide the human interaction necessary to validate a purchase decision, troubleshoot a problem, or advise on next steps.
Furthermore, enterprise visual engagement platforms integrate with other customer experience tools, such as CRM and chat functions, to allow agents to get a full picture of customer interactions and ensure that customers have consistently high-quality customer engagements.
4. Virtual Queuing
Since the early 1990s, virtual queuing technologies have allowed customers to enter their phone number for a return call. Nearly 60% of customers report that even one minute on hold is too long. Allowing customers to skip the time waiting on hold can dramatically improve the customer engagement and the overall customer experience.
Similarly, customers also find inefficient communication and routing frustrating. Even after avoiding a hold queue, customers are expected to spend time verbally explaining their request. Occasionally, they are forced to go through this process multiple times as agents attempt to route them to the correct person.
New technologies are emerging to solve these issues. These technologies allow a customer to record his or her screen, highlight and make notes, and send it off for resolution. These new types of virtual queuing tools prevent the customer from having to wait in long hold queues and avoid the dubious task of verbally explaining the request. It also places the ownership of routing the message to the right agent on the business as opposed to the customer.
A successful customer experience ecosystem is dependent upon the strategic use of technology to coordinate all the engagements and parties. These 4 tools will enhance your ecosystem and improve the customer experience.