Radek Dudzinski, Senior Advisor – Digital & Contact Center Transformation at 7.ai, described how organizations can use automated customer interactions to improve their customer experience (CX) levels during his presentation to Argyle’s CX membership at the 2018 Customer Experience Leadership Forum: Creating Experiences for the Hyper-Connected Customer in New York on October 4. In his presentation, “Accelerating Growth Through Memorable Self-Service Experiences,” Dudzinski explained how humans, chatbots and other automation technologies can work together to deliver unforgettable customer experiences.
Today’s organizations are tasked with consistently providing exceptional customers experiences. Yet doing so is a major challenge, due in part to the sheer volume of digital technologies available.
Organizations often allocate significant time and resources to deploy digital technologies designed to drive enhanced customer interactions. However, these investments offer no guarantees. And if an organization fails to analyze its customer base and its customers’ expectations, it risks making digital investments that fail to lead to improved customer engagement levels.
Ultimately, digital technologies that ensure customers can engage with an organization on any device, from any location, and at any time are key. These technologies empower organizations to connect with their target audiences and provide them with the support they need, exactly when they need it.
“We, as humans, try to make situations as turnkey and frictionless as possible,” Dudzinski said. “As business leaders … something like this has to be front and center.”
Providing streamlined customer experiences is a top priority for organizations around the world, but achieving this goal is rarely simple. Merely deploying state-of-the-art digital technologies and expecting instant customer experience improvements is insufficient. Instead, organizations can learn from top brands that leverage automation to drive their day-to-day customer engagement efforts.
Industry-leading brands often use automation technologies to improve their customer engagement levels. These technologies include self-service options that make it simple for customers to engage with a brand at their convenience. They also are backed by customer support professionals who can deliver real-time assistance if necessary.
“We always gravitate and move forward … and there are many present-day brands that get this,” Dudzinski stated. “These brands understand that there is a connection with the customer that is turnkey.”
Innovation is crucial relative to customer engagement. If an organization understands how to use digital technologies to enhance its customer engagement levels, it can transform its customer experiences. Plus, this organization can leverage digital technologies to deliver outstanding customer experiences to differentiate itself from the competition.
Organizations must constantly evaluate customer engagement, too. If organizations understand customers’ expectations, they can tailor their customer engagement efforts accordingly. Best of all, these organizations may be better equipped than ever before to become disruptors within their respective industries.
“Disruption is always going to keep happening … and we have to think about the pressures of our business [to keep pace],” Dudzinski noted.
To highlight the importance of digital technologies to foster customer engagement, Dudzinski shared insights into his experiences with DISH.
At DISH, the company leverages artificial intelligence (AI) in conjunction with live customer service agents. The combination of AI and live customer service agents allows DISH to provide unparalleled support across its customer base. Additionally, this combination helps DISH keep pace with its customers in a rapidly evolving global marketplace.
“DISH is using artificial intelligence and virtual agents alongside humans to cater to its clients, and [the company] is doing this across all channels,” Dudzinski pointed out. “DISH [is able to] give immediate, proactive support on any channel, at any time.”
Furthermore, DISH analyzes customer intent – something that has helped the company gain the insights it needs to effectively serve its customers. DISH understands why customers choose to work with the business, along with customers’ concerns and questions. That way, DISH can explore ways to deliver personalized customer experiences time and time again.
“DISH is very focused on understanding the customer intent,” Dudzinski indicated. “Intent is the root cause – the granular reason – someone picks up the phone and calls [your business] … and we need to understand customer intent at a root level.”
Going forward, DISH will continue to use both conversational AI and live customer service agents to assist its clients. This approach ensures DISH’s customers are fully supported, regardless of how they choose to interact with the company.
DISH also maintains an ongoing commitment to improving its customer experiences. The company reviews customer data and explores ways to eliminate communication gaps with its customers. As a result, DISH is well-equipped to fulfill its customers’ requests both now and in the future.
“Conversational AI [can work] across any channel, and it ensures that someone has the ability to start on one channel, gravitate to another channel and enjoy continuity,” Dudzinski said. “If and when we need to pull in a live human … we need to make sure we can provide that human experience.”
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