Many Customers Aren't on Board With Self-Service Trend

...

Enterprises have been warming to digital transformation, but it's crucial that they maintain a human element in their customer interactions, according to a study Verint published last week.

Researchers surveyed more than 24,000 consumers and 1,000 businesses across 12 countries for the study, which received support from Opinium Research and IDC.

Businesses are planning to invest most in live chat and mobile apps and least in branch and phone contact, the survey also found.

Organizations have to balance digital and human customer engagement to thrive and survive, but finding the digital tipping point is a complex task fraught with hazards.

"People like to connect with people," said Dave Capuano, global vice president of integrated marketing at Verint.

Finding the right balance won't be easy, he told CRM Buyer. "This is where leveraging the voice of the customer comes in -- using it as a mechanism to understand what their experiences and expectations are. That will vary based on who they are."

Organizations "need the ability to understand the customer journey if they want to make smart decisions and respond accordingly," Capuano remarked.

A customer "may start with self-service but know they want to connect with a person to complete their interaction," he said. "For enterprises, understanding that expectation and journey is key."

Some companies have been successful at integrating AI into their service operations, and it's certain that more will go that route.

However, those that don't give customers human alternatives "risk vocal and viral hits to their brand," warned Rebecca Wettemann, a VP of research at Nucleus Research.

The most successful service organizations will adopt a tiered service model and leverage AI both to improve the ability of human agents and to address Tier 1 -- high-volume, low complexity -- service requests directly, Wettemann told CRM Buyer.

"There's a lot left unsaid here, and I'm not sure the methodology used in the survey was valid," said Denis Pombriant, managing principal at Beagle Research. "What's the demographic breakdown of this survey?"

People using and advocating for human touch are Baby Boomers, he suggested.

"Younger people prefer using phones for their Internet access capability to track down answers or to access self-help videos," Pombriant told CRM Buyer.

"Notably absent in this is any discussion of customer moments of truth," he pointed out, referring to "a time when the customer has a legitimate right to expect some form of action from a vendor."

The survey is applicable to "product companies selling something through a single transaction, as opposed to a subscription company selling service by the month," Pombriant said. "In general, subscription vendors have no trouble with service; they make themselves always available for good reason."

Traditional companies "need to adopt some of the subscription vendors' attitudes towards service, because the customer has been trained to expect a higher level," he suggested, as customers go where they are treated best.

Human interaction will continue "for a long time to come, whether it's dealing with complex issues or customer preference," noted Capuano. "Businesses get in trouble when they try to force a customer to engage in a way they don't want."

Richard Adhikari has written about high-tech for leading industry publications since the 1990s and wonders where it's all leading to. Will implanted RFID chips in humans be the Mark of the Beast? Will nanotech solve our coming food crisis? Does Sturgeon's Law still hold true? You can connect with Richard on Google+.

Categories
Guide
0 Comment

Leave a Reply

Captcha image


RELATED BY

  • 5300c769af79e

    Future AI assistants like Siri could be trained by Joey from ‘Friends’

    That TV show character?The virtual Joey is trained by using original Joey’s phrases, speech patterns, face movements, and intonation; resulting in a new Joey ready to say whatever the AI driving him wants him to, while still sounding and looking like Joey.
  • 5300c769af79e

    Google Earth Satellite Imagery Updated With Superior Clarity

    Using HD images from primarily the Landsat 8 satellite, these images feature greater detail and truer colors, offering a better look at a cloudless Earth.Not only does Landsat 8 provide better photos than Landsat 7 (which most of Google’s previous images were compiled from), but the sensor also snaps shots twice as fast.
  • 5300c769af79e

    Facebook now lets developers add its Save button to any website

    At its F8 developer conference in San Francisco today, Facebook today is announcing that for the first time it’s making its “Save to Facebook” button — for adding content to a list of things to look at later — available for use on websites other than its own.The company has been allowing publishers and retailers to test out the feature on their sites, Facebook product manager Eddie O’Neil told VentureBeat in an interview.
  • 5300c769af79e

    Ignoring Risk, Galaxy Note 7 Owners Continue Using Phone

    It's been almost two weeks since Samsung issued a global Galaxy Note 7 recall due to the risk of explosion, but many people are still using the potentially dangerous devices.Usage by existing Note 7 owners, however, continued unchanged.