When people reach at customer service, they are looking for more than one solution to their immediate problem. They want empathy and understanding. What they often encounter is a tail.
Nothing frustrates people more than calling customer support and getting stuck in a loop. According to a Vonage study, 61% of consumers believe that interactive voice response (IVR) actively intoxicates the customer experience, and only 13% found it more useful than calling a human directly.
Like many solutions, IVR falls short of customizing the customer experience (CX). A customer requests a specific activity like paying a bill and instead scrolls through a one-size-fits-all menu that doesn't really fit anyone. Experiences like this make it clear to customers that a brand doesn't care about them as a person, only as a case number.
Personalizing the experience is a beginning, but it's not the end. Customers expect individual interaction the moment they enter your customer service channel. To make this happen, AI and analytics are creating scalable opportunities to show your customers how much they matter to you. Brands that take advantage of this opportunity can create an unrivaled CX that puts them far ahead of the competition.
The watchword of personalization
Personalization has become a popular buzzword in recent years, but true personalization is much more difficult to achieve than many companies believe. That was the case in 2016, when companies first got on the chat bandwagon. There was the potential for a new method of communication, but the unique approach that companies have taken in developing their interaction platforms has created more problems for customers than it has solved.
What they have missed is how to create digital experiences where customers converse with automation that adapts based on the user's context. Information such as the history and preferences of their products or services should be collected at the time a customer commits. The data on disposition, tone, sentiment and stated intent should influence how the client moves through the system and achieves the desired end goal. That navigation should be simple and go way beyond text-based communications, including engaging UX options like maps, surveys, carousel selections, and more - all in a spirit of reducing cognitive weight for the customer.
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