Customer experience is what sets you apart from your competition. A lot of dollars are being invested to analyze customers’ expectations and building technology that can enhance how customers perceive your brand.
There is a lot of action, but there are five technological innovations that are expected to take CX to the next level.
1. Cybernetic CX
AI is at the core of Cybernetic CX – a cyclic process – analyzing, identifying problems, determining solutions, applying them, monitoring, and repeat.
Cybernetic CX will use advanced analytics and AI to detect patterns and identify anomalies. This information will be fed to machine learning algorithms, which will continue to evolve and be able to correlate with a set of outliers to the root cause. As the problems are diagnosed and the remedies applied, machine learning algorithms powered by heuristics will be able to correctly predict remedies, which will be automatically applied to fix the problem.
Better still, it may even anticipate an upcoming issue and take actions to mitigate it.
According to a J.D.Power study, American Express has excelled at customer satisfaction for their credit cards. They seem to be getting their cybernetics right. For instance, a customer doesn’t have to go through multiple hand-offs while connecting to AMEX departments, as their routing system uses advanced analytics, predictive modeling and operational consolidation to route to the correct department.
Though in an embryonic stage, cybernetics can augment your future CX efforts.
2. Digital experience platform
For weaving a seamless customer journey, a customer-centric view and integration of all activities like marketing, sales, operations, customer service etc. have become a mandate. DXPs (digital experience platform) help you centralize and share context and content across your organization, which enables ease of coordination and knowledge sharing across locations, teams and technology platforms.
These platforms generally are armed with analytics, CRM, CMS, and marketing automation tools that help them to:
- Capture customer information and generate a 360-degree view of a customer
- Keep track of customer lifecycle for service reps to provide a seamless and consistent experience
- Glean insights to optimize marketing programs
- Use analytics to understand customer pain points and attribute CX to marketing efforts and in effect optimize marketing programs
- Help create personalized content across channels
Also Read: What to do and not-to-do with chatbots
3. Voice of Customer Program
Technological solutions like social media monitoring, cross-channel surveys, speech and text analytics are used to capture and analyze customer preferences, feedback, and expectations. VoC tools can give insights that can aid frontline agents to understand their customers better and help various departments (marketing, sales etc.) to have an in-depth view of the customer journey. VoC helps in:
- Formulating better campaign messages
- Creating a unified customer view
- Uncovering areas of opportunity
- Identifying areas of customer dissatisfaction
- Measuring business efficiency and performance
A Voc tool may contain:
- Ability to collect a large amount of customer feedback and generate reports
- A holistic view of customer journey like the type of interaction, touchpoints etc.
- NLP, text analytics, speech recognition, semantic analysis, emotion detection etc.
Augmented and Virtual Reality(AR/VR) are the game changers when it comes to creating awesome customer experiences. Both AR and VR can create engaging customer-brand interactions.
AR is being adopted by retail, financial, healthcare and hospitality industries alike to create immersive and meaningful experiences. For instance, AR in the food and beverage industry enhance guest experiences. AR menus create virtual food with multiple digital renderings and 3D photographs to display accurate representation and portions. Customers can also scan menus or food packages to determine nutritional information.
VR too is increasingly complementing CX because of its life-like experiences and emotional footprint.
Internet of Things is how various devices form a wireless network and communicate with each other using sensors. IoT holds tremendous engaging power and is the key to bring coherence to omnichannel CX strategies. Leveraging IoT, businesses can:
- Reach customers in real-time: As a loyal customer is nearing your store, using hisgeo-location you can offer to serve him his favorite meal or offer a discount on his favorite order.
- Make lives convenient: How about reading a grocery list on your customer’s smartphone and automatically creating a cart with the discounted items, and sending an alert to her to hit the buy button, before she runs out of stock?
- Product health: IoT product can report its health to the customer care, which can proactively act by scheduling a service and fix issues before they become a reality. Read More