Contact Center Pipeline January 2023 January 2023 - Page 33

... IT IS RELATIONSHIPS AND THE EXPERIENCE THAT MATTER MOST NOW .
• Advancements in technology . Consumer habits have changed drastically , not just because of the pandemic but because new technologies and platforms have introduced convenience and ease of use .
Take shopping from smartphones for example – a PwC survey found that 41 % of respondents shop daily or weekly via mobile or smartphone now , compared to only 12 % five years ago .
There ’ s also a generational difference that brands need to account for . Millennials and Gen Zers grew up as digital natives , and now 97 % of Gen Z consumers are using social media as their top source of shopping inspiration .
• Consumer expectations . Even though human connection with advisors adds value to customer interactions , today consumers expect everything to move faster because it can , and because we ’ re better accustomed to a fast-paced world .
Nobody wants to spend ages on the phone , going through different prompts , only to get an advisor 15 minutes later and repeat the same information . Not when artificial intelligence ( AI ) -enabled chatbots and direct messaging are available on web and social platforms allowing customers to share information and get answers quickly .
We live in a world of immediacy , and if brands can ’ t promise efficiency , people will find a different brand that can .
WHAT CHANGING CHANNEL CONSIDERATIONS MEAN FOR BUSINESS ?
Omnichannel isn ’ t new but adoption was mostly gradual until 2020 when suddenly , in-person channels were unavailable , and the secondary phone channel for support and service sometimes experienced catastrophic failure .
In consumer commerce alone , a McKinsey report shows that 60 % to 70 % of retail consumers shifted to leveraging both in-store and online buying channels . Similarly , McKinsey reports that 46 % of consumers tried telehealth in 2020 compared to only 11 % in 2019 .
Other industries like travel and hospitality , financial services , and others saw significant adoption of digital support and service channels as consumers scrambled to connect with brands .
WE LIVE IN A WORLD OF IMMEDIACY , AND IF BRANDS CAN ' T PROMISE EFFICIENCY , PEOPLE WILL FIND A DIFFERENT BRAND THAT CAN .
NEW DEMANDS ON EMPLOYEES
All these changes created a rolling impact on the CX community as companies worked to meet consumer demand for omnichannel engagement . But creating an omnichannel experience doesn ’ t just change the way customers interact with a brand . It has great implications for those working in CX and contact centers as well — most of which no longer look like a room full of workstations but instead are skilled advisors working from at-home offices .
With the increase in channels customers are using to connect with brands , from traditional methods like phone calls and emails to more modern options like voice assistants and augmented reality services , companies need to ensure that advisors are correctly matched with the appropriate channels . They must also be well trained and have the resources required to optimize CX across any channel .
DIGITAL TRANSFORMATION
Having skilled employees managing diversified channels is now the standard for brands , not just a hoped-for consumer expectation . That means finding and hiring multi-talented CX agents who are adept working across phone , video , email , chat , social media , and in-person .
NEW DEMANDS ON BUSINESS LEADERS
Many considerations need to go into activating new channels , from verifying and personalizing content to managing different options for user engagement , or even coordinating with potential influencers — the list goes on and is unique for every channel . In short , the complexity for teams tasked with providing engaging CX is mounting .
Luckily , CX leaders have taken note of this , with 98 % of customer service executives planning to redesign or transform their contact center operations within the next 24 months .
The days of tracking average speed of answer and call time are waning – it is relationships and the experience that matter most now .
Companies are less concerned with the format of a hybrid or remote operation and more focused on deploying the right people , tools , and technologies that can adapt , scale , and flex to support the workforce and adapt to customer needs and behaviors .
... IT IS RELATIONSHIPS AND THE EXPERIENCE THAT MATTER MOST NOW .
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