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Richer customer experiences at your service

Ask IT leaders these days what their biggest challenges are for 2024 and it’s likely that improving customer experience will be a key objective. And even though this is nothing new – in fact, it has been going on over the past decade, accelerated by the pandemic and significant global macroeconomic developments, businesses across industries have intensified their efforts to deliver high-quality customer experience (CX).

And while making predictions is generally a mug’s game, it’s fairly certain you will see over the course of 2024 a shift in the industry for firms to expand their focus beyond the conventional CX parameters to enhance customers’ overall perception of their firm at every touchpoint, many of which are now digital. You are also going to see further integration of traditional collaboration, communications and contact centre technologies into services that can not only drive collaboration across your business functions, but also drive benefit within the operations of your company by being fully focused on your customers.

The IT industry is increasingly getting the bigger picture on this. Businesses are rapidly seeing that CX and employee experience (EX) can be crucial differentiators and key drivers of their performance. Industry leaders are working to the principle that successful brands will need to differentiate themselves on customer experience and not necessarily on the traditional pillars of product, price and availability. That is to say, how does a brand make you feel and how is it delivered in a fully omni-channel business environment.

These sentiments are also being recognised at board level. A study from NTT – the IT infrastructure and services company’s 2023 Global customer experience report – observed that CX remains a top C-suite priority, with 95% of organisations now having a named C-suite executive responsible for this business area while EX has risen in importance to become a top-three priority for CEOs.

NTT also found that CX has now been proven to foster long-term customer trust and loyalty while having a measurable effect on the bottom line, so it has become a priority for C-suite executives and therefore garnered investment in technologies that support the organisation’s CX strategy at every touchpoint, in both the contact centre and the broader business.

Some 92% of CEOs interviewed for the report saw CX improvements as potentially being able to directly impact their net profit, with EX up 91%. This has elevated CX to board and C-suite level, with 95% of organisations now having a specific C-suite executive responsible for CX, up from 75% in 2021. Yet NTT cautioned that there was clear room for improvement, as over 80% of organisations agree that CX and EX are currently a weak link for them, leading to a negative impact on their business.

Additionally, it showed that once organisations want to strengthen their CX, they consider enhancements that include developing an EX strategy that incorporates technology and goes beyond staff well-being, moving to cloud-based CX and EX platforms, and deploying AI and machine learning. The latter two are really where a lot of action has recently been and will be in future.

Generative CX

In October 2023, comms and customer experience technology provider Avaya launched its Generative CX concept, what it said was a pitch to set a new standard for AI-based use cases spanning agent experience to customer satisfaction to operations. The move sees generative AI technology and capabilities integrated in the core Avaya Experience Platform (AXP) to help CX practitioners implement workflows and gain actionable insights.

As it explained the rationale for its move, Avaya said its customers were looking to bring AI, on a large scale, into their contact centres, and in a way that brings AI to the core of their CX transformation. Yet it also said that until now, AI in the contact centre has typically been at the front end, usually answering routine questions from customers in the form of intelligent virtual assistants. The launch was aimed at demonstrating how AI can also be extended to the heart of contact centres, creating workflows, reports and helping agents better serve customers.

Explaining why AI is essential in the days of the experience-focused business, chief product officer Omar Javaid says: “Generative AI, specifically large language models, is an early field – there’s a lot of interest in it. There are a number of different technology vectors – broadband cost, speed, processor, power storage – converged.

“It’s become real now. Their customers are at the nexus of a lot of human interaction,” he says. “We have very, very large customers, such as airlines, and they may have thousands of contact centre agents. Just think about how they’ve done that business for decades. You have all of this customer data. You have call detail records (CDRs); you have real voice recordings. Then you also have patterns of how those users behave. Whether they came to you via a website via chat, via a phone call and all this kind of stuff.

“You can actually build these really interesting [models] and then you can incorporate all of the internal knowledge management of a company,” says Javaid. “And the net benefit of it is that the technology is here so you can create interesting experiences and products using these large language models. Let’s say you’re an airline and you have 20,000 contact centre agents, and you’ve had that call centre for 20 years and it works really well, but now you want your customers to be able to communicate with you on WhatsApp, on WeChat, all these different sorts of things, and maybe you want to do an AI bot.”

Smooth transition

One thing Javaid was eager to stress was that such a transition, necessary as it is, should not have to entail wholesale changes for companies, especially having to rip out and replace existing contact centre infrastructure and transition to new products to get all of the new benefits to do all these new things. He argues that you should be able to plug in capabilities such as chat, app integration, AI bots and advanced analytics into existing on-premise infrastructure and innovate around it.

Zoom is another company that is making a huge investment in AI to develop systems intended to elevate customer experiences. Indeed, the collaboration and communications company regards AI as key to driving the firm to new levels in 2024 with its new GenAI technology to be the cornerstone of hybrid workspace, where it said technology aligns with real user needs.

“Expectations have really changed for how their customers engage with their customers,” says Zoom chief product officer Smita Hashim, speaking with Computer Weekly in November 2023. “We had a webinar product from the early days, and they have been expanding into hybrid events. They have their contact centre, which has been growing really nicely, again built very much with hybrid in mind. It’s a full suite with a virtual agent, and it has workforce engagement management scheduling and quality management.”

Hashim believes Zoom is taking a unique approach in how it’s implementing a GenAI assistant. “Some of the folks in the market have gone with one very large foundational model, most notably Open AI, but for us, what they take is a federated approach. Early on, this is a very dynamic space, and you don’t need to use really large models for all use cases.”

One thing about these use cases is that they will be supporting totally personalised experiences, based on an AI model that is engaged and intercepting every step of the customer journey, enabling you to predict and understand patterns of behaviour and even create new business contexts that your company could benefit from.

Adopting a customer experience-focused approach could result in direct revenue gains through the new role of chief experience officer. Already, tech firms are seeing the synergies between revenue and customer experiences and giving the same person responsibility for both.

One leading tech firm is taking this approach to drive a customer-centric focus across all operational functions of her company, being in charge of sales while representing the voice of the customer to arrive at a customer-driven culture through ensuring ease of doing business, and reducing and eliminating friction.

The tech company says the starting position is showing up with a point of view and understanding your business. Are there new revenue streams that you want to create for your business? This then translates to customer conversations. It believes that if you’re the voice of the customer in your firm, you’ll know your customer’s business and discover where they are today and where they want to go.

This means the contact centre is now transforming into an experience centre where your customers are reaching out to you in many different ways. It’s not just voice. It’s not just email. It’s not just social or video. It’s all a digital experience. That’s what will keep your customers. It’s not just the technology. You deliver a customer experience in a way that builds loyalty and then impacts revenue positively. And that changes the whole concept of customer culture from transactional-based relationships to personal experiences.


Managing the holiday haze: How AI helps your Contact Center go the distance

AI-powered Contact Centers: Navigating the holiday rush and beyond with speed, customer-centric innovation…and care.

Contact centers are foundational to customer experience, but a lot of businesses get stuck during the haze of the holiday season. Customers call in droves (it’s not uncommon to see call volumes increase by as much as 41% between Thanksgiving and Cyber Monday alone), all expecting smooth and satisfying service regardless of how many others are behind them in the queue. Companies are under immense pressure to keep their contact centers moving at breakneck speed while leveraging the same resources, or even less. 

Finding more employees to handle questions isn’t a realistic option amidst budget cuts and high turnover rates. The most practical solution to this problem is to implement AI technologies that help you embrace the challenge of doing more with less while opening the door to new CX innovation. 

In this article, we’ll look at how AI helps companies sustain service levels at scale (during and after the holiday rush) while finding new ways to raise the bar for customer experience. Plus, we’ll explore the importance of being able to choose your own path and pace toward contact center AI so that your investment delivers the greatest business benefits. 

How AI helps balance speed and quality in the Contact Center

A winning customer experience requires information, insight, and right-time action, and AI infuses all three into your service strategy. Here are three ways companies can use the power of AI to scale service while gaining deeper insights that drive CX and efficiency.  

  • Open the floodgates of customer support with personalized, 24/7 Service 
  • AI is always on and ready to support customers, wherever they are and however they want to engage. Customers can start a chat session, speak with a virtual bot, or even send a text message and engage in a natural and conversational way with immediate, personalized assistance 24/7– always with the option to escalate to a human during set business hours.  

    Did you know? In a 2023 study conducted by LivePerson, 20% of customers said they would never wait on hold and would instead opt for an AI-led conversation. That’s a significant number of conversations that could be lost to a dreaded call queue.

    2. Supercharge agent performance  

    Your agents are your prized possession. They’re the reason customers reach out for help, and they’re the reason they’ll either call again or never will. There are several ways AI can be integrated to help agents do what they do best.  

  • AI noise removal keeps lines of communication crystal clear, no matter where conversations are happening. Clear communication means fewer distractions and requests to repeat information. Conversations will flow faster, queue times will shorten, and everyone will be happier with the outcome.   
  • Virtual agents don’t just help customers; they’ll stay in escalated sessions to further assist employees. For instance, the VA might pull interaction details or applicable policies or discounts that the employee can offer mid-conversation, better positioning them to personalize the customer’s experience and get them the answers they need fast. 
  • Intelligent routing helps optimize customer-employee pairing for every call, maximizing personalization, avoiding agent frustration, and minimizing transfers that keep callers waiting on hold. The result is faster service that actually helps build customer-brand connections. 
  • 3. Speed up authentication, innovate CX, and reduce operational costs 

    AI can be used to digitally verify customers in a completely secure, encrypted way that reduces traditional authentication by as much as 90 seconds per call and saves as much as $3 per caller. New account creation, caller authentication, and any sort of interaction or transaction like payments, eSignagures, eForms, and document exchange will be based on Verified identity, taking just seconds to complete in a way that is ultra-secure and privacy-preserving. You can explore compelling business cases for this emerging use of AI in the contact center here.

    Innovate without disruption by creating your own AI playbook 

    Companies need to move the needle forward to competitively grow, but they have to balance this need for speed with the needs of their existing technologies. The answer is a powerful, flexible cloud solution that puts you in the driver’s seat with control over how hard you press the pedal toward innovation. You can start by just adding certain capabilities to your on-premises platform, take a faster path to cloud/AI with an environment that’s built just for you, and anything in between. AI may be sweeping the contact center, but there’s no one-size-fits-all approach to integrating it within your environment. It’s crucial that businesses work with a provider who lets them move at a pace that makes sense for them.   See how Avaya can help you embrace AI without changing what works.


    Avaya Helps UK and Ireland Enterprises Deliver AI-Powered Innovation Without Disruption

    No result found, try new keyword!LONDON & MORRISTOWN, N.J.--(BUSINESS WIRE)--Avaya, a global leader in customer experience solutions, today demonstrated how United Kingdom and Ireland brands can infuse artificial intelligence (AI ...
     




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