Embracing the future of CX delivery - top brands share insights
CX Best Practices
What will customer experience (CX) delivery look like in a post-pandemic world?
The answer is starting to become more clear. Organizations are taking what they've learned during COVID-19 and are using it to embed resilience into the customer journey and to maximize their agility, according to a new Virtual Think Tank article, “Embracing the Future of CX Delivery."
The article is based on findings from a Frost & Sullivan virtual panel, hosted in partnership with TELUS International, that examined the pandemic's effect on CX delivery and offered insights on what the future might bring.
Many organizations found it impossible to plan in the early days of COVID-19. Those that were able to pivot quickly were better able to mitigate disruption to their businesses. In the article, industry leaders share valuable information on training, AI, customer service and omnichannel as it relates to CX delivery. In addition, CX leaders from Ancestry.com and Netflix offer helpful insights on the importance of security and how to manage work-from-home dynamics.
Read on for specific findings, and be sure to download the full report here.
Learn to work from home effectively
There are perks to companies that give employees the ability to work from home, including a broader and more qualified pool of applicants. Frost & Sullivan expects that 25-30% of frontline employees will continue to work from home after the pandemic. Working remotely can sometimes cause fatigue among employees, but the right technology, training and onboarding processes can help improve conditions.
Luciane Carrillo, LatAm director of customer services at Netflix, says that around 90% of her global agents are working at home, and many may continue to stay home in the future. Some companies view working from home as a reward for best-performing team members, but Carrillo says that at Netflix, it's a benefit offered to everyone.
“At Netflix, we are not going back to the office any time soon," she says. “I think the focus has been on making work from home really work for agents. I don't like to put it as a reward, actually. We are very much people over process, and working from home is working."
Use technology to improve security and earn customers' trust
Security is critical to an organization's success. Customers who trust a company and feel secure using its website and apps are significantly more likely to spend time online than those with low trust in an organization, according to Frost & Sullivan. With more employees working from home, it's essential to make sure that processes are secure.
Howard Sharpley, VP of member services at Ancestry.com, says using technology to complete transactions can help with this. Instead of having a customer say a credit card number to an agent, for example, they can type the information in using their phones, making it less likely that the data will be recorded or stored somewhere it shouldn't be.
“I think we've always done a good job of keeping information private," Sharpley says. “As we move to more and more digital channels, there's always another level of sensitivity and definitely some room to improve security postures."
Enhance CX with artificial intelligence
When the COVID-19 pandemic first hit, customers were more understanding of delays in service and an increase in the average handle time. Now that the initial shock has worn off, customer service expectations have risen back up again. Customers don't want to wait, nor do they want to interact with employees who sound robotic or scripted.
Jim Radzicki, chief technology officer at TELUS International, says companies are augmenting team members with bots and knowledge-based assistants. One advantage of using bots is that they can cut down on call time. Another perk is that they can be tested out on employees before being rolled out to customers. One TELUS International client was clocking 133 seconds during an agent call, but the introduction of a bot cut the interaction time to 16 seconds.
Embrace omnichannel communication
CX executives have witnessed an increase in the popularity of chat, though some customers still prefer calls. Given this, Frost & Sullivan advise giving customers the option to communicate with brands however they please, and for companies to get creative with their solutions. For example, if a customer comes in through an IVR wanting information on a return policy, one idea is to text the information to the customer and provide a web link instead of connecting the call to a frontline team member.
There's no question that the COVID-19 pandemic has upended CX delivery for many companies. But it has also created opportunities for brands to create new strategies that better meet the needs of their customers and their employees through AI and other new technologies.
For full details and more insights from these CX leaders, download the full article here.