Why Organisations need Smarter Technology Collaborations
by Keith Gait MBA CCXP at CXFO.
The Customer Experience Foundation (CXFO) recent round table event “Partnerships Reimagined” has revealed that the focus on strategic alliances has shifted, especially considering the current retail and economic landscape.
Previously, call centres were primarily about getting as many people as possible seated. Now, gaining access to suppliers with the right technology and laying out a 3-year roadmap is essential.
The question organisations are grappling with is whether deploying AI is the answer for advisors or if other solutions are more appropriate. Technology should offer practical examples, not just a sales pitch. Bots need to understand the customer’s needs and not force conversations into irrelevant channels. This requires a deep understanding of user channels and ensuring alignment between processes and technology.
One organisation shared that they have partnered with Zendesk to enhance agent experience within their systems. A new review process has highlighted issues which they are considering solving with an in-house tech team. “Integrating teams in a room for combined discussions might yield faster and more impactful results.”
Another guest noted they are dealing with an aging client population and need the right skills to serve them. Upskilling agents is time-consuming and expensive. For their market technology solutions often increase abandonment rates rather than solving problems. They are shifting decision-making to those who understand the customer journey and technology needs, rather than just the leadership team. Bots need to understand the customer’s needs and not force conversations into irrelevant channels.
Communication should prioritise customer preferences, whether WhatsApp or text, not just what is convenient for the organisation. We need to understand the full process of AI deployment, not just the build. There’s pressure to improve customer service and CX, but AI is not the immediate focus for many as recruitment remains a higher priority.
AI has many applications, but human intervention is often necessary for complex issues and personal touches, that AI cannot replicate yet.
The rush to adopt new technologies should be balanced with optimising current systems. Multiple suppliers can create noise and confusion, although sometimes an external perspective is beneficial.
CX Insights:
- Identify core CX problems.
- Use WhatsApp for promotion and improve constant contact data management.
- Increase SEO efforts.
- Promote sustainable and ethical partnerships; ESG and CSR initiatives attract younger talent.
- Do not let AI overshadow the value of human touch. Both are needed for innovation and efficiency. Maintain clear values and ensure they are reflected in outsourcing practices.
- Recognise that technology should enhance, not replace, the human element in customer service.
Smart partnerships and alliances are key for the retail sector and not just for customer experience.
- Automation and Robotics: Partnering with robotics companies can help retailers automate their supply chains, reducing costs and increasing efficiency. Automated warehouses and AI-driven inventory management systems can ensure optimal stock levels and faster fulfilment.
- Blockchain for Transparency: Collaborating with blockchain experts can enhance transparency in the supply chain, allowing consumers to trace the origin and journey of products, which is increasingly important for sustainability-conscious shoppers.
- Advanced Analytics: Retailers can work with data analytics companies to leverage big data for better decision-making. This can involve anything from predicting market trends to optimising pricing strategies based on real-time data.
- Customer Insights: Collaborations can also enable retailers to gain deeper insights into customer behaviour through sophisticated data analysis, leading to more effective marketing campaigns and improved product offerings.
- Eco-friendly Technologies: Retailers can partner with tech firms specialising in sustainable solutions, such as energy-efficient technologies or waste reduction systems, to reduce their environmental impact.
- Ethical Sourcing: Collaborating with platforms that monitor and ensure ethical sourcing can help retailers build trust with consumers who prioritise ethical consumption.
For more insights, please download the free report published on 2nd September, 2024 here
