THE LAST 20 YEARS HAS SEEN DIGITAL TECHNOLOGY UPSET EXISTING MARKETS, REPLACE TRADITIONAL APPROACHES AND CREATE NEW INDUSTRIES. The evolution has turned payphones into mobile phones, paper maps into global positioning systems (GPS), and encyclopedias into Wikipedia. According to Statista 2015, communication has been digitized, with 3.2 billion Internet users in the world and 4.8 billion people worldwide owning mobile phones. This equates to 41% of all first-time product and service transactions now being passed through digital channels. And with the influence of social media, we are increasingly more digitally connected—directly and indirectly—to the brands with which we conduct business.
“Today, self-service has become commonplace for simple tasks. As a result, the customer drives the engagement mechanism and traditional customer service approaches are being transformed.”
Due to the expectation of near instantaneous answers and action, navigating digital disruption is forcing organizations to be more focused and responsive to the needs of customers and employees than ever before. With infinitely more choices at their fingertips, consumers have an unwavering list of demands and find it easier to switch brands with a quick swipe of the finger. They want resourceful interactions, and uncompromising access to swift information and issue resolution. As well, today’s next-generation employees have become accustomed to unprecedented speed and information access, thus demanding the same in their work environments to enable their ability to meet these same demands from customers.
The Rising Tide of Data
Digital disruption is about swift change, and in the customer service environment, it revolves around the enablement of both employees and customers to effectively and efficiently engage with each other to affect a desired outcome. To successfully capitalize on this digital shift, there needs to be a seamless connection of customer journeys across digital channels that helps customers achieve outcomes that consistently end in a positive customer experience.
Organizations are finding that the road to achieve this result has evolved with digitization arming customers with more ability, technology and choice than ever before. Today, self-service has become commonplace for simple tasks, whereas phone calls are still the mainstay for complex service issues. As a result, the customer drives the engagement mechanism and traditional customer service approaches are being transformed. Companies must not only understand and accept customer centricity, but operationally keep pace with emerging technology to support an analytics-driven approach to multichannel customer service.
Leveraging every interaction to relentlessly evolve and improve the customer experience requires a great deal of data capture and analysis. Digitization has surfaced many more touchpoints including text, email, web, chat and mobile. Organizations that achieve customer experience success use a variety of technologies to capture and analyze massive volumes of data during customer interactions to provide more personalized customer experience and to help structure their operations with the voice of the customer top of mind.