A Digital World. A Human Experience.

Posted in Digital Marketing
at 2017.07.08

The longstanding foundations of several consumer-facing companies (like banking, by way of instance) have been constructed on private, face-to-face relationships. Today, though, customer participation becoming increasingly self-serviced and transactional.

With that said, in the age of Twitter and chatbots, can modern businesses realistically ensure the continuity of this core value of private relationships into the digital, mobile age? Do people still want interactions, when swiping and tapping only feels really good?

Absolutely! Just 39 percent of respondents were happy with their experience when working through self-service channels.

If that is the case, then are companies being forced to deploy transactional, self explanatory tools in the name of efficiency, even though their client experience might feel faceless and/or anonymous as a outcome?

Not necessarily. For instance, based on research from Dimension Data, almost one-third of contact centers expect to set up video chat for customer engagement. The study says that giving clients the extra option to remotely connect face-to-face, at moments which are important to them (and in their terms), can create their client experience even more powerful. However, in the event of a significant financial landmark (like planning for college, starting a small companyor buying a home), people want to be one-on-one with the other human being.

Core values should not need to change since the way we operate has changed.

For internet giants like Amazon, this may manifest itself as introducing a physical component to their own brand with brick-and-mortar storefronts. For big banks with countless clients (and mazes of frustrating, unbiased digital alternatives and voice response systems), it may be something as simple as making it really painless to get a small bit of facetime with another human being when there's an urgent matter at hand.

Time is the new money for the clients that want to get painless and educated answers to their issues. We're also starting, running and growing businesses in an “attention economy,” that is defined by the view that individual attention is a rare commodity. By 2018, according to research from Gartner, over 100 from the 500 largest global companies will have executed video chat. Digital transformation doesn't mean that Twitter avatars and chatbots (even though they are driven by increasingly smart knowledge bases) must completely take the place of actual people speaking to other humans, even for companies which could have millions of users.

You might be wondering what has changed, by a business and technology standpoint, that can now let's get the best of both worlds. I can state from personal experience that the recent proliferation of API platforms is making it much more possible now for businesses of all sizes to keep the human component in electronic CX, should they make the choice to do so.

Whether she's a baby boomer, Gen Xer or no customer likes to feel anonymous, or the brand she's supporting is faceless at a time once we have so much amazing technology that provides us a ton of accessibility to anything (and anyone). Again, leading brands today are increasingly seeing that a particular, careful customer experience may be an integral differentiator, at a time when it may be more difficult for people to see what makes one particular bank or credit union another than another. Maintaining the human element in digital CX can give your clients a feeling of inclusion and transparency they can genuinely enjoy.

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A Digital World. A Human Experience.

by Ryan time to read: 2 min