Published 24. Oct. 2017
Customer Experience is About Creating Addictive Experiences
For IPsoft Cognitive CTO Johan Toll, “'Customer experience' is an all-encompassing term that certainly factors in company culture, capabilities, and systems," adding, "Generally, I would say CX is defined as a customer’s perception of the service being delivered by a provider."
A great customer experience versus a subpar one lies in getting as close as possible or better yet meeting a client’s CX expectations. For instance, a company’s culture is closely related to its public brand and as such can influence the service expectations of a customer. If a product itself is of high quality, customers expect every other aspect of a company to be of high quality including their customer service.
A truly customer-centric organisation needs to display a genuine and passionate interest in the customer. The service a person receives from a customer-centric business should be individualized and revolved around the person’s specific needs and wants.
Taking a generalized approach to resolving a customer’s issue will do little in differentiating a company from other service providers, and also waste a valuable opportunity to develop some sort of empathetic connection with a client.
What Customer Service Means Today
With the introduction of digital workers, a greater customer service experience can be offered without increasing the burden of customer service departments to maintain such a high-level of service at all times.
For starters, virtual agents can service customers 24/7 so now the customers themselves can choose when to resolve their issues instead of waiting on a queue for an extended amount of time to be helped. Client information can be immediately accessed within seconds and therefore eliminating call pauses as an agent searches for customer/account data. More importantly, virtual agents can scale up to help organisations with high-volume requests and there is no drop in the quality of the customer experience. In essence, the rise of a digital workforce has allowed for supply to finally meet demand in terms of helping overwhelmed customer service departments within any industry.
Digital workers are being adopted by more and more organisations, because at a very basic level, virtual agents are faster when helping customers out and at the same time maintain a consistent level of service quality. For example, virtual agents are able to tap into native core systems and retrieve information pertinent to resolving a customer issue quicker than a human agent. Basically, customers want to be helped immediately and without complication or requiring too much effort on their part—something a virtual agent delivers upon every time.
The Importance of Cognitive Virtual Agent in Great Customer Experience Delivery
Effectively, in our own cognitive agent, Amelia, we’ve been able to build up her humanistic side on top of her superman capabilities (data retrieval, analysis, computation, etc.) to create a digital employee capable of interacting with customers in a natural, conversational manner. Through Amelia we’ve been able to take the unpredictability of user requests and created predictable outcomes.
A virtual agent also needs to offer a degree of versatility in terms of the manner it can be deployed. Organisations have different forms of communicating with customers to address their queries or issues and a virtual agent should be able to support those different communication channels in the event a department becomes overwhelmed with requests, for example.
At IPsoft, it usually starts with the perceived expression of a vendor’s product, their behavior and the environment the product should function within. Moreover, it also encompasses the impression; what you take in with your senses and what you remember e.g. positive attitude, a dynamic company, as well as a company that is focused on what we do – understanding me – my needs.
After a customer come across a brand or interacted with a product, an opinion of the product or brand is imprinted in their mind such as credibility and ultimately, an addictive experience. I think that creating addictive experiences is all that really matters.
Cognitive CTO EMEA, IPsoft