ATTENDED AUTOMATION
ILLUSTRATION PROVIDED BY ADOBE IMAGES
TRANSFORMING CPG CUSTOMER EXPERIENCES ATTENDED AUTOMATION CAN BOLSTER SALES , LOYALTY , AND PERFORMANCE .
BY JEFF FETTES , LAIVLY
42 CONTACT CENTER PIPELINE
In the consumer packaged goods ( CPG ) space , whether a brand views customer service as a powerful marketing tool or as a cost of doing business , one thing is certain : customer experience ( CX ) is vital to their success and brand reputation .
CPG customer service can involve sensitive interactions where the brand can ’ t afford to make a mistake . ( Think : inaccurate information about food allergens and the potential ensuing media storm .)
Highly complex scenarios are also common and can result in long handle times — not to mention long training periods for associates .
However , modern contact centers are now leveraging the power of attended automation technology not only to liberate customer service agents from mundane , repetitive tasks , but also to act as a guide through the complex , and often sensitive , scenarios common in the CPG space .
CPG CUSTOMER SERVICE CAN INVOLVE SENSITIVE INTERACTIONS WHERE THE BRAND CAN ’ T AFFORD TO MAKE A MISTAKE . HIGHLY COMPLEX SCENARIOS ARE ALSO COMMON ...
WHY THE HUMAN TOUCH IS STILL IMPORTANT
Yes , digital self-service has been a game changer in customer service . Consumers can look up nutritional information on a brand ’ s website or app . They can ask about product availability via a chatbot . We ’ re now at a point where the vast majority of individual customer touch points are happening via digital self-service .
However , many brands have learned that you can ’ t force digital adoption on your customers : if it ’ s easier , better , faster , or less frustrating to talk to a person , customers will make that choice .
Customers expect an effortless digital self-service option ( web , in-app , knowledge base , chatbots ) for simple service ,