It’s that time of year, where we dust off the old crystal ball and peer into it to see what’s coming in the near future. Are you ready for what’s headed our way in 2018 in the world of customer care?
We’re seeing three major trends taking shape.
Trend #1: Re-humanization of the customer experience and the engagement center
In 2018, we’re headed back to the future. That is, we’re seeing a return to a more personalized, humanized approach to customer care. While over the past decade, the pendulum swung in the direction of new technology that improved productivity, efficiency, and convenience, it’s now swinging back to the human side of the equation. Supported and improved by the technology gains we’ve made, in 2018, authentic human conversation will once again be valued as an essential component of customer relationships.
This goes for the engagement (contact) center as well. It’s time to re-humanize what we’ve de-humanized in the engagement center. At a time when the attrition problem is more intractable than ever, we need to translate the nature of engagement center work into something intrinsically valuable to the engagement specialist (agent). We see this happening by focusing on the human conversation—empowering engagement specialists to create spontaneous interactions that build rapport, trust, and job satisfaction.
Consumers want human interaction
When asked about potential customer service contacts either online or by phone, 85 percent of survey respondents say they prefer a customer service representative versus a chatbot/AI or IVR (interactive voice recognition) experience.
Source: STARTEK U.S. Customer Engagement Survey, 2017
Trend #2: Artificial intelligence that determines when humans are needed
So far we’ve seen artificial intelligence (AI), primarily in the form of chatbots, start to make in-roads for self-service, delivering convenient assistance to customers for simple transactions. However, while AI-driven software may be “smart” enough to take over more challenging interactions, the greater opportunity in 2018 is to use AI to determine when a human is needed for an interaction. Instead of investing significant dollars in trying to solve everything without a human, savvy companies in 2018 will use AI to better understand when to use authentic human conversation to greatest effect to engage with customers.
Trend #3: Data that helps businesses understand their human customers
Engagement centers collect massive amounts of data every day about customers, but companies haven’t done a great job of taking advantage of it. In 2018, we see that changing as more companies begin to deeply analyze the treasure trove of engagement center data to better understand what their customers are thinking, the experiences they are having, and the way they want to interact with brands. They can then use this insight to improve both self-service and human interactions.