For all of the automation, efficiency and personalization that technology provides, there’s nothing like the human element of customer service.
Take chatbots, for example. Using natural language processing, chatbots can answer a customer’s basic questions, but they often direct customers to a service agent when they have a more complex issue. A human can listen to a customer’s frustrations, understand the nuances of the issue they face and appropriately guide the customer to a solution. Customer service agents may also have years of experience and institutional knowledge working for a company that they can use to more effectively help customers. No matter how sophisticated a piece of technology is, it can’t compete in this regard when it comes to human-to-human interaction.
To deliver the best customer experience, companies must focus on combining these two powerful forces. They can leverage the power of technology to improve customer experience—such as customer data platforms, cloud contact centers and AI-driven solutions for automation—to access analytics and craft better cross-channel digital experiences. They can then harness the talents and skills of their employees to better address customer needs as they engage with these experiences to deliver a better, more personalized customer experience.
The future of the customer experience and customer personalization will rest on a human-centered approach to technology, one that constantly evolves as customers’ needs change. The best technology to improve customer experience may involve using digital tools to allow customers to search for products or get timely information using a voice device or a voice-enabled mobile app. Customer experience technology may take the form of self-service, contactless experiences that allow hotel guests to use a digital concierge service to plan their stay, or it could be solutions that automate door-to-door delivery of personal and pet care products.
With customer experience technology, the possibilities for personalization are expanding rapidly. Even more important, these advances will help free companies to harness their most valuable resource—their employees—to handle more complex customer needs, which ultimately will strengthen their long-term relationship with customers.
Technology to improve customer experience has come a long way. Want to learn more about how to improve customer experience? Discover how Verizon’s customer experience technology can help to improve customer experience and deliver a more personalized customer experience.