Figure 2. Customer Experience Management Market (Fortune Business Insights, 2021)
Enablers of a customer-first service center
While an integrated approach is a necessary condition to achieve collaborative functioning, it is not sufficient for developing a customer-first unit yet. With customers interested in getting clarity at all the stages of their service or product processing, it becomes imperative to have avenues for them to feel more connected to the system for creating trust, which is seen as the major driver of business growth today. As trust might take a long time to build, while it can end up in tatters with just one bad incident, organizations are very careful with this crucial aspect. To enable a framework for customer inclusion, some of the avenues that should be employed are:
a. Customer Engagement Unit
The aim will be to personalize customer experience where each individual customer is handled based on the context. Humans and artificial agents can be employed based on the situation, which will enable proactive as well as reactive communication approach accordingly. It will be a place where the individual departments like marketing, sales, customer service will remain synchronized, so that even if the organization is siloed operation-wise, the shortcomings do not affect the interactions with customers. This will help in maintaining a consistent experience delivery.
Here, the aim is to leverage the experiences in customer engagements to come up with swift and accurate responses. This will take into account the interactions with the customer, journey taken by the customer, and alternate responses for the given situation, to give a holistic view of customer service experience.
c. Chatbots and Virtual Customer Assistants
Chatbots and Virtual Customer Assistants can help engage better with customers.
Chatbots, the conversational interface that are generally basic in nature and based on pre-fed decision tree-based information, can provide resolutions to the end users. Virtual Customer Assistants, more advanced than chatbots, have artificial memories and can form relationships with customers while sometimes acting on customer’s behalf to query with the internal teams.
Focus has now shifted to achieve zero-touch self-service platforms, which are becoming the preferred form of service for both - customers and organizations. These channels are mostly automated and Artificial Intelligence (AI)-driven, and aim to improve customer experience and responsiveness while having minimal human interference from the organization’s end. As a result, the customer care agents are able to avoid repetitive tasks and employ their experience for problems that can’t be handled through the self-service mode.
Helping organizations understand their customers better
Wipro Enterprise Operations Transformation’s (EOT) Contact Center Transformation vision aims at making the contact center a value delivery hub that runs lean and agile operations, making it a consistent revenue generating function. The key technology themes governing this transformation are – cloud, speech analytics, internet of things, bots, NLP etc.
Wipro EOT partners with leading customer service software companies, to deliver transformational journeys to customers through the combined strengths of the vast experience of Wipro and the comprehensive technological capabilities of partners that specialize in contact center transformational services.
Wipro’s Cognitive Customer Service solution, which is built on the SAP business technology platform, helps in providing clients with high-quality customer interactions that are personalized and contextualized with the help of latest technologies like artificial intelligence, machine learning and robotic process automation.