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Technology Trends making waves in Customer Experience
CloudCherry | Featured | June 20, 2016
We’ve, to an extent, come to a point where the only way businesses can differentiate themselves from their competition is through the customer experience they provide. The more sooner companies realize this, the more innovations we can see in this direction as businesses look for new and exciting ways to cater to their customers.
Investing in technology for this purpose, is therefore, the most basic need in order to innovate and improvise on existing customer interaction channels/platforms. That being said, prior knowledge of the latest tech trends is a absolute necessity if your company wants to go down this path.
Here we list the top 3 technology trends altering the course of how customers could possibly interact/engage with companies.
While we are a long way from creating a sentient android, artificial intelligence has progressed significantly, if we take into account virtual reality and driverless cars. The advantage for companies is that they will be able to learn more from their customers using AI, thereby empowering the customer service/care department by providing them easier and hassle-free access to more useful and pathbreaking consumer-related information.
Eventually, as AI systems advance, they will be able to make decisions similar to a human being, thus enabling companies to respond to customer concerns more precisely and resolve their problems in the most seamless fashion.
Virtual Reality (VR) can also be used to improve the customer experience. Once it becomes more mainstream, customers will be able to seek help through VR and companies will be able to provide assistance via the same technology. Thus, instead of explaining how to do something over the phone, for example, a customer service representative will be able to give a live demo to the customer.
It wasn’t too long ago that big data was almost unusable. Too much information and too few ways to analyze this data made it irrelevant. Big data analytics, though, has progressed by leaps and bounds so that companies can gain even more insight into customer preferences, behavior and the factors that affect customer experience. These major advancements is owing to the fact that slicing and dicing customer-related data has become a lot more flexible & user-friendly.
The ability to personalize the customer experience can also be done using Big Data. This in turn allows companies to build strong and lasting relationships. In fact, big data makes it even possible for brands to anticipate what their customers want, which leads to more proactive business decisions and a thorough, holistic understanding of the customer’s likes and dislikes.
Omni-channel service isn’t a new concept, but it still has a long way to go. The idea behind an omni-channel platform is to facilitate customers who use multiple channels – both online and offline – to engage with a brand. For example, they might see your product online while using their PC. Then, they might visit a store to check out the product in person. If they like it, they might use their phone to search for the best deals and, if they don’t order it right away, they might do it later via your mobile app or come later to your store and make the purchase.
Cross-device recognition enables a company to know that it’s still the same person, regardless of the device he/she is using. Basically, with cross-device recognition, brands can follow and track their customers through the entire omni-channel experience, enabling them to create tailored content that will resonate with that particular segment of the customer base – the messaging style, content and context will have to be different for different channels.
At the moment, some companies use a deterministic approach, based on structured data, while some companies use a probabilistic approach, based on unstructured data. However, this is certainly an area where progress is expected and will significantly impact the customer experience.
Technological advancements have indeed permeated into the space of Customer Experience, and it’s all for the good. Brands that leverage these resources in the most intelligent manner will ultimately leapfrog other competitors and create more memorable experiences for their customers. It’s just the question innovating from the existing trends and applying it to your own business model with your personal touch!