{"id":552341,"date":"2025-01-02T14:10:42","date_gmt":"2025-01-02T22:10:42","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&p=552341"},"modified":"2025-01-05T14:12:17","modified_gmt":"2025-01-05T22:12:17","slug":"make-service-the-cornerstone-of-your-digital-customer-experience","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/make-service-the-cornerstone-of-your-digital-customer-experience","title":{"rendered":"Make Service the Cornerstone of Your Digital Customer Experience"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text css=”” el_class=”d-none”]In the past 15 years, digital trailblazers have revolutionised the landscape of customer experience (CX). Companies like Amazon, Apple, Microsoft, Google, Meta, Tesla and Nvidia have set the gold standard for acquiring, selling to and retaining customers across business-to-consumer (B2C), business-to-business (B2B), and B2B2C markets. These companies, often called the “Magnificent Seven” have demonstrated the transformative power of exceptional CX in driving exponential growth and market dominance.[\/vc_column_text][vc_column_text css=””]This article was written by Damien Griffin, Director at Baringa, an independent consultancy group.\u00a0<\/strong><\/em><\/p>\n

In the past 15 years, digital trailblazers have revolutionised the landscape of customer experience (CX). Companies like Amazon, Apple, Microsoft, Google, Meta, Tesla and Nvidia have set the gold standard for acquiring, selling to and retaining customers across business-to-consumer (B2C), business-to-business (B2B), and B2B2C markets. These companies, often called the “Magnificent Seven” have demonstrated the transformative power of exceptional CX in driving exponential growth and market dominance.<\/p>\n

Today, customer expectations are at an all-time high, with 90% of CX leaders reporting increased demands<\/a>, according to the 2024 Annual State of Service Trends Report from HubSpot. And 86% of consumers worldwide surveyed for \u201cThe state of customer experience<\/a>\u201d report by Genesys say a company is only as good as its customer service.<\/p>\n

However, modern service functions are struggling to keep up with higher, more complex omnichannel<\/a> contact volumes \u2014 often failing to meet basic service expectations. In our experience, we see companies dealing with soaring abandonment rates, plummeting first-contact resolution (FCR) rates, increasing call transfers and longer wait times. Top-down expectations continue to strain front-office operations, pushing them to do more with less money and faster.<\/p>\n

Why the Service Experience Is More Critical Than Ever<\/h2>\n

In today’s AI-led, \u201cattention economy\u201d driven by social media, organisations have only one chance to get things right. Consumers are fickler and more digitally empowered and value-driven than ever before. While CX roots are in sales and marketing, service is now equally important in delighting customers and building customer loyalty.<\/p>\n

How good \u2013 or poor \u2013 a customer service interaction is has a direct effect on brand loyalty. The \u201cState of customer experience\u201d report found that 31% of consumers surveyed stopped using a company after just one negative CX interaction in the past year. It\u2019s clear that customers expect low-effort, personalised and secure experiences \u2013 in the moments that matter most.<\/p>\n

There\u2019s increasing recognition of the direct link between CX and long-term value growth \u2014 not just efficiency gains, but the role that well-executed service plays in making customer relationships stickier, driving revenue and boosting loyalty. The 2023 Genesys report \u201cGenerational dynamics and experience<\/a>,\u201d shows that 65% of consumers surveyed rank a brand\u2019s reputation for customer service as one of the most important factors when considering a purchase. It’s clear that CX has emerged as a central differentiator for companies in all industries \u2013 and has become a key factor in their resilience and growth.<\/p>\n

Traits of Leading Service Experience Delivery<\/h2>\n

Exceptional service experience design starts with an aligned North Star vision, securing cross-organisational buy-in, shaping and prioritising investment decisions, and acting as the cornerstone for delivery. Understanding key customer journeys and the moments that matter is essential.<\/p>\n

Companies must be clear on how channels come together to deliver these journeys and what roles they play \u2014 reactively or proactively<\/a> \u2014 as primary or secondary options. This can best be reflected in a customer interaction model.<\/p>\n

AI’s Role in Leveling the Playing Field<\/h2>\n

Integrating AI into service experience design across various journeys or touchpoints is now commonplace to deliver efficiency outcomes or increase personalisation. AI processes vast amounts of customer data to predict needs, automate solutions and provide real-time assistance. For example, virtual agents can offer guidance precisely when needed; and predictive insights can proactively address issues before they impact satisfaction.<\/p>\n

Companies leveraging AI<\/a> in their customer experience strategies expect the technology to drive significant measurable outcomes. According to the 2024 Genesys report \u201cCustomer experience in the age of AI<\/a>,\u201d 83% of CX leaders surveyed worldwide believe AI will be a clear differentiator for them in the future. And 59% of CX leaders in the survey say adopting AI in customer experience will lead to increased customer loyalty and lifetime value in the next five years.<\/p>\n

The digital age has elevated customer experience<\/a> to a critical business function that directly impacts growth and loyalty. Companies that prioritise and innovate in CX \u2014 leveraging AI and data-driven insights \u2014 are better positioned to meet the high expectations of today’s consumers.<\/p>\n

By aligning technology, data, people and processes, Baringa and Genesys enable businesses to improve customer engagement, support and retention. This partnership aims to provide a seamless and personalised experience that meets customer needs and supports business growth.<\/p>\n

Baringa<\/strong> is an independent consultancy armed with unparalleled industry specialisation across utilities, government, banking, retail and insurance. We are practitioners with real-world, customer service experience, meaning we have walked in our clients’ shoes. This allows us to have a greater understanding of your customer, business, and technology challenges. This experience allows greater collaboration with you to co-define your bespoke ambitions and help you succeed. We do this through leveraging proven frameworks and tools to quickly identify value and opportunities both short and long term. For more information, please contact Damien.griffin@baringa.com<\/a><\/em>[\/vc_column_text][vc_row_inner][vc_column_inner][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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