Some customer interactions will always have to be performed by people. This is according to Steven Van Belleghem’s classic book ‘When Digital Becomes Human’.
The idea was challenged by many in the customer experience (CX) community who believed that we would very quickly see an end to the need for humans to work in customer service roles. After all, we read stories in the business press almost every day that robots and Artificial Intelligence are now becoming so advanced that many people can expect their job to be automated in the next few years. Why should customer service be any different?
Amazon still ranks the book on several bestseller lists today, so Steven’s argument has become even more relevant with time. Steven’s vision projects that both digital and human interactions are important, but one cannot replace the other. In fact, what brands need to understand is exactly how best to improve a long-term relationship with their customer and where digital engagement might work best and where human engagement can reinforce their commitment to offering great support and experience.
The idea of brands creating a customer engagement strategy that is customer-led makes sense. For instance, what is driving the customer to reach out to a brand and how best can the brand respond? The answer is “depends”. In some cases the best response will be automated because this offers an immediate 24/7 response. In others, a more personal service will be superior. The skill is in defining which customer problem requires which type of service because a mistaken choice – or preventing the customer from switching - can lead to a very poor customer experience.
Companies often compete on efficiency and price, but today, brands need to focus on relevance, value, empathy and authenticity in their customer engagement strategy, rather than just assuming that a great price will bring in the sales. Research published in the Harvard Business Review last year demonstrated that the relationship between personal service and digital service is far more complex than accepting that customers must use one or the other. HBR even noted that when an American bank introduced app-based banking customers undertook many more transactions using the app, but this resulted in many more in-person visits to bank branches too. Brands cannot plan for a binary strategy where personal service is entirely automated because customers define how they want to interact and sometimes they want to speak to a real person.
The research identifies three important reasons why we should expect human service to remain important:
It is clear that automation will be more important in the next few years. Customers are becoming used to interacting with digital assistants such as Google Home, Amazon Echo, and Apple’s Siri. These tools are getting better and many contact centers will deploy intelligent chat assistants to help customers quickly and automatically.
Brands will use automation to increase customer engagement, to support employees and help them find relevant information quickly, and to reduce the friction of transactions – look at how easy it is to order a taxi or pizza today compared to a decade ago. But human interactions will remain important for customer service delivered by contact centers, in retail stores, and in other types of customer engagement.
Whenever you need to have an emotional connection to your customer, a human will always be far superior to software or a robot. Asking the automated system to express a false emotion – like the life insurance example I mentioned – is inauthentic. It feels bogus, like the company doesn’t care about my emotional needs as a customer that needs help.
The theme at the upcoming Leader Insights Forum in Barcelona will be ‘When Digital Becomes Human’, where we will continue to discuss the importance of an emotional connection and how to balance human and digital interactions.
As a warm-up session we are very excited to announce that Giovanni Tavani from Royal Canin will join the great Stefan Osthaus for next week´s webinar on HOW TO INCREASE THE RETURN ON SOCIAL MEDIA WITH HIGH-TOUCH TRADING – Feb 27, 15:00 CET.
Register here for this LIVE discussion with Giovanni whom is currently responsible for global customer care and social media operations for Royal Canin, a division of Mars Petcare. He has been working for global top tier corporations for more than 20 years and is a social media enthusiastic user and professional.
Giovanni has covered different management roles in customer experience programs across many different markets. Prior to joining Royal Canin, Giovanni was appointed as leader of Social Media for Dell, where he led different groups and initiatives.
If you are not in attendance, during the event we will be regularly publishing blog commentary here, which will re-cap the forum discussions and shorter comments featuring highlights from the speaker presentations via our Teleperformance Global Live Twitter feed. Please use the links here to follow all our social content, get involved and feel free to engage.
Publish Date: February 21, 2019 5:00 AM
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