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Taking Customer Service On A Ride Into The Future
C
ustomer Experience has
Customer service, as a practice,
been at the forefront of
deserves more attention than it
Digital
gets
initiatives.
Transformation
Organizations
have
today.
component
It of
is
a
critical
comprehensive
invested a considerable amount in
end-to-end engagement with the
areas like personalization, uniform
ability
brand
omni
differentiators. It has the power to
to
create loyal customers and attract
customers.
new ones. And yet, for most
experience
channel target
and
capabilities potential
to
create
winning
Unfortunately, a majority of the
organizations,
efforts have been limited to the
viewed as an “overhead” or an
initial stages of customer lifecycle
“expense.” The truth is that buyers
– awareness to the purchase
love it when you show that you
stage. Very little has been done to
care.
provide
repeat business.
service
a
seamless
customer
experience.
Result:
It
the
builds
practice
loyalty
is
and
customers are turned off by the disjoined experience.
2
Changing customer expectations
It is a well-known fact that call
Customers want you to know
center experience for customers
them:
isn’t what it should be – customers
experience is built when the
are made to wait, transferred from
organization
one department to another and are
individuals,
forced to repeat their issues to one
needs and provides services that
CSR after another. When a call is
are relevant to them.
concluded, the customer is rarely
Customers
told what to expect next or the
service: Organizations must shift
status of the complaint/inquiry.
from being reactive to being
But as customers get accustomed
proactive; they should identify the
to a digital lifestyle, they are
moment of needs and provide
becoming more demanding.
contextual service. Today, this
Customers are dictating service:
type of service is relatively simple
They expect the same level of
to imagine. Let’s assume you are
experience during service as
unable to automatically navigate
they got during evaluation or
on your e-reader to the point
purchase of the product. For
where you last left a book. You
example, when you buy an
may have tried to look for help on
airline
the
ticket
online,
any
Customer
loyalty
knows
them
understands
want
device
and as their
contextual
manufacturer’s
hesitation on your part results
Website, you could have posted
in an agent appearing in a chat
some requests for assistance or
window
the
comments on social media and
purchase. But when you want to
so on. When you call the
return the ticket or seek a
manufacturer’s
refund because something went
CSR should be able to identify
wrong,
is
your problem even before you
cumbersome and confusing.
mention it, based on the data
Most notable, the chances of an
returned by your device to the
agent popping up in a chat
manufacturer every time you go
window to help are remote! But
online, your Web clickstream,
customers expect service to be
social posts, etc.
to
assist
the
with
process
available round the clock, they want instant resolution of issues and transparency in status of their case. If the customer finds that the product or service falls short of
their
expectations,
she/he resorts to social media which has a significant impact on future buyers.
helpline,
the
Fundamentally, Next Generation Customer Service must evolve to intuitively related
manage to
complaints
billing,
product
performance or service delivery by understanding
the
phase
the
customer is in, anticipate customer issues
and
create
fast,
cost-
effective and personalized options to solve them.
3
Rising to the challenge of growing customer expectations
Service in every industry is going
(CPA), etc., are helping the service
through
change,
function rise to the challenges of
especially with the digitalization of
growing customer expectations.
enterprises. Technologies such as
And it is possible to build an
Mobile, Artificial Intelligence (AI),
intuitive and effective service using
Cognitive Process Automation
a four-step framework:
tremendous
Acquire and ingest customer data across multiple touch points and events, then standardize and unify it Analyze data in the customer context using cognitive computing and AI (predictive models and personas) unify it Generate
personalized
solutions
for issues Deliver and resolve issues in real-time
Technologies that make it happen
To adapt to changing customer
Leveraging Mobility and Cloud:
expectations, organizations need
Mobility and Cloud enablement is
to
customer
becoming a must for providing
journey and the ways to deliver a
anytime, anywhere access and
seamless customer experience.
24/7 availability
re-engineer
the
This can be done by:
Deploying Analytics (including
Creating a 360-degree view of the
text, audio, video): Analytics is the
customer: To provide personalized
key to taking service to the next
service, the CSR is required to
level. Text, audio and video
have a centralized view of the
analytics of customer interactions
customer
on the Web and mobile help
including
customer
details and past interactions.
derive
Integrated Systems: For providing
sentiment, needs and behavior to
real-time information, transparency
be integrated with customer
and quick resolutions, systems
service
need to be well integrated
predictive and contextual service
insights
options
on
to
customer
provide
4
Process Digitization supported
Robotic Process Automation (RPA)
by AI: Digitization of processes
is already being used to take over
(capturing and analyzing customer
repetitive
complaints and requests, mapping
from CS.
customer
product
Virtual Assistants: Virtual Assistants
purchase history, resolution steps,
or BOTs play a key role in providing
the reference knowledge base and
self-service
data
problem
interface-less apps. Self-learning
resolution) plays a key role in
BOTs will be able to provide
automating and removing human
relevant
elements that are prone to error.
interactions for customers
details
sources
to
for
process-driven
by
and
tasks
means
of
meaningful
Figure 1 gives a concise view of how technology is enabling a shift in customer journey paradigm, that puts service excellence as a feeder for targeting new opportunities with existing customers.
Cross-sell / Up-sell Awareness Familiarity Consideration Purchase Service Loyalty
Unified Personalized Experience
AI / Analytics / BOTs
Process Digitalization
Customer Data Fi Figure 1: Changing Paradigm Customer Service is a key enabler
experiences.
of
loyalty.
guaranteed to ensure customers
Utilizing next-gen technologies,
willingly open their wallets to
organizations can deliver delightful,
additional or new offerings from
customized, contextual
the organization.
customer
The
strategy
is
5
Manoj Santhakumar is a Consulting Partner for the Connected Enterprise
About the author
Services (CES) practice. He has over 15 years of experience in areas like Application Modernization, Integration, Business Process Digitization and Simplification. Manoj has expertise in consulting, architecture, program strategy and solution delivery for payments, banking, insurance and communications industries. He can be reached at
[email protected]
Wipro Ltd. (NYSE:WIT) is a leading information technology, consulting and
About Wipro
business process services company that delivers solutions to enable its clients do business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 degree view of "Business through Technology.” By combining digital strategy, customer centric design, advanced analytics and product engineering approach, Wipro helps its clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, strong commitment to sustainability and good corporate citizenship, Wipro has a dedicated workforce of over 160,000, serving clients in 175+ cities across 6 continents. For more information, please visit wipro.com or write to us on
[email protected]
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DO BUSINESS BETTER © Wipro LTD 2016
CON S U LTIN G | SY STEM IN TEG RATION | BU S IN ES S P ROCESS SE RVICE S IND/BRD/OCT 2016-DEC 2017
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