Many organisations are deploying new technology to enhance the customer experience and stay ahead of the competition. However, without realising it, an overload of technology can actually hinder the optimal customer experience. Sometimes, the emphasis that companies place on tools to manage multiple communication channels shifts the focus from technology to what matters most: people.
The customer service representative is indeed the only one who can genuinely personalise the customer experience. Managers and executives should better acknowledge the unique role of their employees and understand that in this digital world, humans are indeed a factor that contributes to distinctiveness.
Technology alone does not build loyalty
Consumers love a personal approach, and savvy organisations tailor their interactions to meet that need. While chatbots and other automated solutions give customer service unprecedented reach, these technological implementations are only effective if technical goals align with the overall strategy—a comprehensive and personal customer journey. An essential aspect of creating the right balance between technology and humans is continually considering how the tools benefit both employees and customers.
Tools in the customer service pyramid
Therefore, view customer service as if it were a pyramid. At the bottom are automation and self-service tools—such as chatbots—that can act as the first point of contact. If a customer tries a self-service route and cannot get the answers they need, it must be easy for them to quickly get in contact with a representative. This means that as an organisation, you should consider the skills of a representative as crucial to the success of customer service. When customers are assisted by a team of well-trained and capable experts, it also fosters brand engagement and loyalty that technology can never replace. Employees are thus at the top of the pyramid, serving as your personal ambassadors.
Tools supporting the employee
But this does not mean that technology is pointless. Tools can indeed offer added value, as long as you keep track of whom the technology should serve: the employee. Often forgotten technology for employees includes:
Smart FAQ – This allows employees to quickly and easily find answers to customers’ questions
Knowledge base – An internal online platform where new information is regularly available so employees are constantly updated on changes or alterations in the product or process
Employee-customer portal – This gives employees the ability to send a document directly or have it ready in the environment where a customer can log in
Customer data systems – Systems that present all customer information and communication clearly to the employee
Compensation tool – A digital tool that allows employees to easily compensate customers if something has gone wrong or to quickly make an offer
The ideal mix of tools and human touch enables your employees to provide a personal experience when customers need it most. Employees have the opportunity to show empathy and address underlying pain points. There is also continuous access to customer information that can better equip employees to forge deeper relationships, allowing them to make informed decisions that enhance the customer experience and promote loyalty. The customer experience is increasingly seen as important by consumers and organisations—and accordingly, the quality of personal interaction should increase. By removing human interaction from the customer journey and replacing it with technology, customer contact becomes impersonal—and this undermines customer loyalty. Therefore, successful brands are organisations that find the right balance between tools, technology, and people.
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