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Digital Customer Experience

A blueprint for digital customer experience implementation

Become digital-first organization and deliver superior experience faster to the customers

Service providers in the connectedness industry have invested heavily in tools and technologies to help them understand their customers more deeply and to gain the advantages of superior customer experience (CX). In the past, when executed well, CX investments have yielded good results: customer retention and acquisition, increased sales, and loyalty. But the world has changed. How we interact with brands has evolved and so too has customer experience. Yet as service providers strive to form a more complete picture of customer preferences and behaviors, they continue to struggle with inherent organizational and technological challenges, which includes organizational and cultural challenges, lack of digital maturity, lack of hyper-personalization, and increasing business complexity.

To overcome these challenges, service providers must digitalize their entire CX landscape by evolving from a multi-stack and multi-channel operator to a unified digital operator. This can be achieved by empowering people and processes with domain driven approach, shifting to mono-repo, hyper-automating development process with CI/CD and implementing the digital experience platform framework. Eventually, the digital CX implementation will enable service providers to become a digital-first organization and bring superior customer experiences faster to market.


Service providers must digitalize their entire CX landscape by evolving from a multi-stack and multi-channel operator to a unified digital operator

Key transformation focus-areas to deliver a superior digital CX across multiple channels

Right now, we’re on the brink of an experience renaissance. CX is not going away, but its value proposition is stalling because many of the fundamentals of CX are now commonplace and no longer enough for differentiation and growth. This renaissance is galvanizing service providers to push beyond the CX philosophy and reimagine their entire business through the lens of experience. Thus, it is critical that every service provider must build digital capabilities to deliver exceptional experiences for their customers.

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Digital Customer Experience Insights

Using AI to understand how your customers feel

Predict Net Promoter Scores and identify whether your customer is potentially a promoter, neutral, or detractor. Take corrective actions timely to improve customer service.

Customers today expect a seamless and hassle-free interaction with their service providers. A dissatisfied and frustrated customer will quickly opt to switch. Thus, for the service provider, it becomes very crucial to understand the customer experience and promptly take corrective measures if it lags. One key metric to understand this is using the Net Promoter Score (NPS). It provides customer loyalty and satisfaction measurement by asking customers how likely they are to recommend your product or service to others on a scale of 0-10.

To capture NPS, service providers share the survey forms with their customers. But do customers respond to such surveys? Research shows that only 15-20% of customers respond to the NPS survey after their interactions with customer support. Does it mean the service provider should not take any action for the remaining 80-85%, assuming they would have a good experience? There is a high possibility that a customer not satisfied with the service would have already decided to opt out without taking any effort to respond to the survey.

Most innovative service providers are trying to address this problem with a machine learning (ML) approach.

Fig: Key steps towards building ML Model for CSAT Prediction and Improvement


NPS provides customer loyalty and satisfaction measurement by asking customers how likely they are to recommend your product or service to others

    Authors:
  • Sumit Thakur
  • Prashanth Suresh Babu
Categories
Digital Customer Experience Insights

Intelligent automation – Combining RPA and AI to provide a delightful customer experience

Robotic process automation (RPA) in the Connectedness industry has mostly been leveraged for the automation of backend processes. But by integrating RPA with artificial intelligence (AI), service providers can expand its horizons to digital customer care initiatives. The implementation of an AI-enabled RPA platform would help service providers to deliver delightful customer experiences to millions of customers.

The following video insight shows how any service provider can integrate natural language processing, virtual assistants, and diagnostic tools with RPA solutions to provide digital omnichannel customer care. The benefits of intelligent automation include a 50-60% reduction in store visits, a 10-15% increase in NPS and cost savings in millions.


AI-enabled RPA platform will help service providers to deliver delightful customer experiences to millions of customers.

Original content- Video Insight: Providing delightful customer experience using AI-enabled Robotic Process Automation and digital care

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Digital Customer Experience

Simplify e-commerce selling

Gain wins by successfully recreating the offline buying experiences online

Understanding your customers needs and preferences has become increasingly crucial to winning in the digital economy. Digital commerce excels at providing choices to the long tail of users. Yet this very strength can result in a lack of intuitiveness for customers.

The promise of friction free commerce is a receding horizon. One reason is that the websites and user interfaces fail to comprehend their customers, leaving them confused and disappointed. As a result, the customer ends up switching to offline stores, which impacts the business’s potential to monetize their eCommerce platform.


The success of the digital economy increasingly depends on knowing your customers’ needs and preferences.

As an enterprise, you need to uncover innovative ways to transform your e-commerce platform. Adopt disruptive solutions that will revolutionize your e-commerce space by encouraging more customers to go online. Focus on these four key areas to re-imagine your e-commerce platform:

  • Perform competitor, product and customer analysis to benchmark ideas and bring in best practices
  • Visualize how users behave and interact across the web pages to improve user engagement
  • Use features (e.g., flagging), tools, and systems to swiftly deliver new products and offerings to customers
  • Build SEO engine to improve site performance
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Digital Customer Experience

Experience can make a huge difference – Get it right

Mastering the implementation of digital capabilities is the key to overcome experience disconnect

Would customers pay more for the delightful and seamless experience their favorite brand offers? In the coming years, most of them certainly will. Research shows that 86% of buyers are willing to pay more for a great experience. Experience has become a key brand differentiator, overtaking the price and product. Yet, many organizations may not grab this opportunity completely – as their customers may experience disconnect in the digital world.

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Getting the experience right requires implementing the right digital capabilities that consistently delight customers in every interaction.

The perception of a brand is built upon accumulated consistent interactions across multiple digital touchpoints. Getting the experience right requires an organization to implement the right digital capabilities that consistently delight their customers in every interaction. But as a matter of fact, most digital initiatives fail to reach their stated goals. One major reason is the gap between strategy formulation and strategy implementation. Incorrect implementation choices taken at the beginning of the project can make the organization rigid and unadaptable to deliver a seamless experience.

What can businesses do to make first-time right digital implementation choices? Critically evaluate the maturity of existing digital capabilities and plan the transition steps more methodically. Before starting the digital implementation journey, businesses must get the right answers to “Where to start?”, “How to start?”, and “How to get a head start?”.

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Digital Customer Experience

Customer experience-centric contact centers- an evolution in digital age

Leveraging digital-first model and Artificial Intelligence technology to deliver a superior customer experience

In today’s fast-paced and competitive world, just having satisfied customers isn’t good enough. There is a dire need for businesses to innovate digitally to enhance customer service. But Customer Experience (CX) is beyond good service. CX is your customers holistic perception of the experience that they get from every touchpoint of your business or brand.

Having said this, most enterprises still rely on traditional models that are reactive, slow, complex, and disconnected. Due to this, they hold low Net Promoter Scores (NPS). And their inability to keep pace with the technological advancements in the contact centers is a primary reason for this.

Most businesses have been struggling with high call volumes and costs. As the number of calls rises, it becomes difficult for agents to handle customer queries quickly. Due to the long wait-time and the unavailability of agents, businesses tussle to provide a seamless and more intuitive customer experience. So diverse and vast are the communication systems and channels of today’s multifaceted contact center—that being ‘Connected’ demands a modernized and transformed customer engagement ecosystem.


A digitalized contact center can help you improve the Net Promoter Score (NPS), reduce call volumes, and save OpEx.

The good news is that realistic solutions exist to overcome this problem. Use enablers and tools like ‘360-degree view’ and ‘AI engine’ to help the agents with a holistic view of systems, provide quick diagnostics and intelligent recommendations. An ‘AI-based conversational engine’ helps customers with an intuitive self-service experience.

A digitalized contact center can help you improve the Net Promoter Score (NPS), reduce call volume, and save OPEX. It empowers your customers to make quick decisions using the multiple self-service options available at their disposal, hence diminishing their need for an agent. It marks the future of the digital-first age.

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Digital Customer Experience

Plotting the future of customer care through an effective Virtual Agent (VA) rollout strategy

Improve the VA’s ability to engage with customers confidently and more accurately

The Virtual Agent’s (VA) market is at an all-time high and is garnering more and more interest with each passing day. It is beginning to establish as “the must-have” solution for the businesses in the connectedness industry, seeking to improve customer experience, reduce call center costs, optimize time to serve, etc.

But are these virtual agents living up to the hype?

Gartner has placed them in a “trough of disillusionment” in its hype cycle, meaning the technology is struggling to meet the envisioned expectations. When faced with complex and unknown scenarios, VAs tend to react in an unexpected way. One often comes across instances on social media where VAs are humiliated for their out-of-context interactions.

The primary reason for this shortcoming is that many VAs are launched without the right implementation strategy. As a result, they don’t reach the required confidence levels and cannot capture the right customer intent.


Virtual Assistants (VAs) use semantic and deep learning (such as Deep Neural Networks (DNNs), natural language processing, prediction models, recommendations, and personalization to assist people or automate tasks.

To prevent your VA from humiliation, adopt a robust VA implementation strategy encompassing the top 10 considerations that can help service providers to ensure their customers engage in the VA interaction, increasing overall customer satisfaction. This strategy provides key recommendations on the most important focus areas that are imperative for a successful rollout. Some of these include:

  • Choosing the right use case: Group the inbound calls into different categories like customer service enquiries, technical troubleshooting, sales etc. Based on these categories, different use cases can be invoked. For instance, kickoff the least complex rollout with self-service flows.
  • Analyzing the complexity of intents: Analyze the length of conversation and time taken by the agent to complete the conversation. Further, build a hierarchy of intents and sub-intents to identify high-volume intents and complex intents.
  • Considering variations in intent: Analyze the scope, lifecycle, and precursor of intents to improve engagement by increasing precision or recall.