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We live in a digital economy where efficient and effortless service is non-negotiable. Yet, 67% of organisations feel net promoter scores are being dragged down by AI and self-service[1]. There’s clearly an opportunity to turn detractors into promoters by rethinking how and where we apply the human touch. So, what does this mean and what’s the best way to go about it?
Powerful connections
At NTT we’ve seen a noticeable change in the way clients are planning cloud contact center migrations. There’s a lot more focus on designing dynamic customer journeys and powerful connections – from onboarding through to sales, billing, and retention – and continually building value across all touchpoints.
The key to getting this right is understanding different generations want different experiences in terms of personalisation and how they connect.
85% of Baby Boomers (over 75s) and 77% among Generation X (51-75s) still prefer to deal in-person over the phone compared to 33% of Millennials (25-50s) and only 14% among Generation Z (under 25s).
NTT 2020 Global CX Benchmarking Report
People-centric CX design
By deeply understanding the qualities that make us human, like sincerity, empathy, and intuition, we can start to put customers first and position employees in the most valuable places in the customer journey. We call this human augmented contact. And deciding where to best insert it should always be fact-based and analytics driven.
Analytics has consistently been voted the Number 1 game-changing technology for the last six years.
NTT 2020 Global CX Benchmarking Report
Self-service and AI still feature within people-centric designs. But only if they enhance CX, rather than as a basic call deflection or cost reduction play.
Getting started
Many organisations start their human design by focusing on voice communication. Initially by leveraging stats and fresh insights from their Genesys platform to form a consistent view of workloads and dig into conversations across offices and geographies.
“CX was the last platform we moved to the cloud. Our goal is to build the best omnichannel experiences based on data analytics.”
Günther Ghijsels, CIO, Randstad Group Belgium
Analytics uncovers many hidden gems. For example, by identifying the optimal time to switch agents to outbound in order to increase successful dials and answer rates without compromising inbound service levels. Or, to build out omnichannel capabilities, enabling agents and customers to choose how and when they prefer to interact.
“For us, driving repeat business is all about making effortless talent journeys and building strong personal relationships. So, clients and candidates allow us to play a constant role in their work life.”
Günther Ghijsels, CIO, Randstad Group Belgium
Having optimised human to human conversations, the next step is to fine-tune human to digital and digital to digital to form powerful connections in the right scenarios.
NTT and Genesys can provide advice and solutions for all your contact centre requirements and more. Download our ebook for the latest tips and insights into CX cloud migration.
[1] NTT 2020 Global CX Benchmarking Report.
