How to strike a fine balance between advanced digital technology and human touch in the world of customer experience today?
Customer-centered professionals are frequently asking themselves the same question for years. However, it’s now an emergency now as contact centers have turned into the launchpad of artificial intelligence (AI) to deliver customer experience solutions.
Creating and maintaining exceptional customer experience principles is paramount for organizational success in the long run. In addition, it is important to ensure that the principles of customer experience continue to grow over time.
In a fiercely competitive world with abundant alternatives, customers are only looking for tailored experiences and seamless buying journeys with no bottlenecks. As new and emerging technologies evolve and automated experiences make their way, you must feel the pulse of customers and understand their desire from the way they engage with your brand.
Let’s discover the potential of understanding your customer journey and some critical touchpoints.
The Customer Journey and Its Nuances
To strike that fine equilibrium between automation and human touch, it is critical to identify the key touchpoints of your customer journey. To begin with, understand the goals that your customers want to achieve when they are engaging with your brand and getting involved in the purchase process, or when they are interacting with your products or services. How do you think your customers are engaging with the brand? Where do you think the frustrations arise? Can you tap into the critical moments of decision making?
With most businesses already engaging in digital transformation, this should not be difficult. However, the critical aspect lies in establishing a balanced customer experience guiding principle involving technology and the human touch.
In fact, Gartner research shows that 91% of all businesses are engaging in some form of digital transformation initiative. In addition, 87% of senior business leaders claim that digitalization is now a priority.
The same research also shows that 89% of all businesses have embraced a digital-first strategy or are in the process to adopt.
Furthermore, at least 90% of all new enterprise apps products and processes will incorporate AI technology by 2025, according to IDC .
In the age of unprecedented changes, digital transformation is the only contributing factor for businesses. Besides understanding innovative technology, businesses must also develop the tact to manage change within the organization.
For instance, technologies like automated checkout, chatbots, and AI can create efficient experiences that appeal to human values. It can save time and instill a sense of achievement. On the contrary, touchpoints such as customer support must have hybrid choices for human engagement, if desired or needed.
In fact, a Forbes survey of more than 800 American consumer found that up to 51% of consumers preferred an efficient customer experience over friendly interaction with a human during the purchase journey. Having said that, another 51% also expressed that the lack of human customer support is a deal breaker. Moreover, in the healthcare industry where personal touch and empathy matter the most, the surgery found that 77% prefer human agents over automated support, even if they must wait a little longer.
This clearly demonstrates that your customers’ appetite to draw technology-powered efficiencies also demands that businesses establish a fine balance. While technology is truly capable of creating efficient processes, if it lacks or fails to deliver human touch, it becomes a relationship breaker.
The idea is to cultivate a deeper understanding of the customer base, their purchase journey, and the right usage experience to successfully weave technology into customer experience guiding principles.