The |
overarching |
theme |
of |
digital |
customer care ’ s future is omnichannel . |
Today , call centers remain by far the |
most |
important |
point |
of |
contact . |
Within this channel , an overwhelming |
share of tickets is |
still processed by |
humans . Besides call centers , customer |
portals |
and |
traditional |
in-store |
customer care are the most important |
channels . |
Chat / messenger |
and |
apps |
only account |
for a |
small |
fraction |
of |
requests . |
|
|
|
|
Over the next five years , however , the channel mix in customer care is expected to shift radically , with call centers significantly losing importance and in-store customer service being marginalized . Customer requests are expected to be distributed more evenly across multiple digital channels , including customer portals , chat / messenger , user wikis / forums and apps .
The study results illustrate that telcos must reallocate resources from a few traditional channels to a broader range of digital solutions .
SHARE OF CUSTOMER REQUESTS : : PER CHANNEL
The role of artificial intelligence
TODAY
The study reveals that technological enablers do not yet live up to expectations . When asked about how well technologies meet current demand , especially chatbots and interactive voice recognition score comparably low with 2.4 and 2.9 out of 5 , respectively . Although technologies such as machine learning and artificial
IN 5 YEARS
24 % Customer portal 22 %
13 % In-store 7 %
36 % Call center 17 %
Source : goetzpartners expert panel . Due to rounding , percentages don ’ t add up to 100 %.
8 %
8 %
User wiki / forum
App
17 %
17 %
10 % Chat / messenger 21 %
intelligence |
struggle |
with |
the |
complexity of human interaction and |
language , respondents see them as the |
most |
important |
technological |
trends |
( 58 %). Consequently , investments into |
state-of-the-art |
technology |
and |
technological |
know-how |
are |
indispensable for companies that strive |
to |
play |
a |
leading |
role |
in |
digital |
customer care . |
THE AUTHORS
DIGITALIZING CUSTOMER CARE : KEY TO SUCCESS
STEP01 Actively embrace digital customer care as a key differentiator
In the face of increasing competition and product commoditization , excellent customer care can be a key differentiator . Companies must actively embracethis opportunityto boostservicequalityand speed , ratherthanjust seeing it asanecessity resultingfromcompetitivepressure .
STEP02 Build a customer-centric organization
In order to fully live up to its potential , digital customer care must be embedded into a fully customer-centric organization . Decision-makers must putdigitalcustomercareatthetopoftheircorporateagenda , makingitacompany-widepriority .
STEP03 Invest in people and change
Many of today ’ s challenges are people-related , as the transition to digital customer care requires new skills and capabilities . Companies must investintheir people and drive digitalizationacross the company .
STEP04 Upgrade processes and technology
End-to-end digital processes and technology are critical enablers of digital customer care . Companies must invest in technology to power the seamless integrationof channels and increasingly automateinteractions withcustomers .
STEP05 Prepare for the channel shift
Digital customer care will turnthe traditional channel mix upside down . Companies must prepare for this byrevisiting their existing setups and ramping up newchannels .
© goetzpartners , 2021