Transforming Customer Experience

As financial services morphs, retail banking services are at risk of being commoditised. Telecom and Financial Services companies will target more of the “underbanked” in developing countries through mobile banking. Companies like Google, Amazon, & Facebook will continue to compete outside their domain, pushing other companies to break their dominant industry model.

Industries are converging and so are customer preferences. In a world of rapidly changing technologies, providing consistently excellent customer support can be challenging. Sales, customer care and support agents in contact centres today are utilising a much wider arsenal of communication tools – voice, video, e-mail, IVR, Web chat, file sharing, and social media.

Examine, for a minute, how the consumer landscape has changed. Customers are demanding service on the channels they prefer, such as social media sites or mobile devices. As a result, companies today have invested in newer operational processes and solutions mapped to meet the communication needs of the army of independent, autonomous self-starters; Gen Y.

This movement into new realms of specialised expertise signals the opportunity for significant BPO technology investments. This evolution could translate into an enhanced value proposition for clients and consumers. How? In essence, technology platforms and new business models will be key to meeting the complex communication needs of today’s Omni channel consumer.

At the same time, younger customers in particular have become more impatient, demanding, and knowledgeable. More and more, Generation Y and Millennial consumers insist on “Omni channel support”— a coherent, seamless Customer Experience, regardless of the channel through which they engage a business. This can range from face-to-face service to self-service.

Innovation: Vendors continue to develop tools to monitor contact centre performance, customer interaction across channels, and the end-to-end customer experience.

At the same time, Big Data repositories and communication networks are being evaluated in order to try and improve customer service delivery, even while network performance issues (such as latency, failure to deliver data, and the dropping of calls) are impacting the customer experience.

Crowdsourcing and Mobile: Mobile Crowdsourcing will gain increased traction (e.g., crowd-sourced positioning data from some of the 1 billion smartphones worldwide, can detect earthquakes and trigger rapid-response electronic alerts.

Social Media and Customer Experience Combo: Social media spheres of influence will be calculated into personalising the Customer Experience. Omni-channel Customer Experience capabilities will be the leading differentiator for companies on a global scale.

Mobile App Development: Companies will integrate mobile technologies into apps, using location, sensors, beacons, etc. to proactively deliver personalised, contextual offers or suggested actions. Mobile has fast become a critical component of proactive, interactive customer care.

Features making apps “sticky” include click-to-call, video, geo-location, and callback. Solution providers are rapidly delivering mobile apps for use within the contact centre. These apps allow supervisors to manage from anywhere, and agents to communicate remotely, from managing their schedules to requesting shifts & time off.

Sapan Agarwal drives content and marketing for Frost & Sullivan. Sapan is based out of Kuala Lumpur Malaysia and can be reached at | +603 6204 5830

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