Today’s new age customers have ushered in the need for redefined technology enhancements, that are all about conversational interfaces and AI (artificial intelligence) assisted services. On the operational level, traditional metrics continue to be driven by productivity, and finally, at the emotional needs level, there is a requirement to address the emotional quotient of both the customer and the agent.
Digital consumers want to use all available channels as they interact with the services of a brand. And they want to do so seamlessly, without losing context, as they move from one channel to another.
Given these complex requirements, it is critical that we address customer experience requirements on multiple fronts. Hence our approach cuts across the following components:
Design - Technology - People and Process - Data and Analytics
We fit everything together to drive end to end transformation through our contact center on the cloud, powered by Amazon connect.
Most enterprises offer multiple channels of interactions and have invested significantly in a plethora of systems.
However, we still find that:
So if the problem is clear, why are organizations not able to meet these expectations?
Several challenges contribute towards this:
So what should be the next step?
It is necessary to step back and look at three streams:
The first is to reimagine customer interaction.
Second, start executing on this reimagined journey by reinforcing it with systems that align with your roadmap:
Finally, there is the pillar of resiliency. Our biggest learning from the Covid-19 pandemic has been to build nimble and future ready architecture. It should be able to scale up or down without putting stress on resources or budgets. It should be able to plug and play easily with third party solutions, to take advantage of the innovation that the ecosystem brings. Also, special attention should be paid to service continuity, in case of physical and system disruptions.
To conclude, we always have to look at the intersection of Design – Technology – Business operations, in order to learn from each aspect, and to create a resilient and personalized contact center that satisfies not just the customer but also the agents, to provide a superior experience episode everytime.
Dr. Manish Govil
Global AWS Practice Head at Wipro
Dr. Manish Govil is the Global AWS Practice Head at Wipro. He is responsible for driving go-to-market solutions, competency, offerings, center of excellence and delivery for AWS-related services globally.