In the ever-evolving landscape of customer experience (CX), organizations are gearing up for the future by focusing on continuous improvement, technological advancements, and the crucial balance between technology and talent. If continuous improvement in CX is a hallmark of brands outpacing their competitors, then what are companies doing to stand out?

The CX Buyers’ Insights report, produced by HGS, sheds light on the strategies employed by CX decision-makers, emphasizing the significance of artificial intelligence (AI) and automation, creating a customer-centric culture, and the employee experience.

Betting Big on AI

According to the report, although more than 54% of organizations cite CX as a high priority within their organizations, nearly half (46%) admit their initiatives need work. Trying to deliver excellent CX without the support of emerging technologies and tools results in a formidable challenge to meet the evolving expectations of customers in today’s dynamic business environment.

According to the report, CX decision-makers decision makers are betting big on AI and are already implementing solutions, including generative AI/speech-to-text-real-time agent assist (46%), robotic process automation (39%), and even customer-facing chatbots (32%)

Over the past year, generative AI has made significant waves across industries. Solutions such as ChatGPT, Bard, Claude, Synthesia, and Coherent Generate are among the latest generative AI tools optimizing various operations. These AI tools empower contact center agents by facilitating rapid and intelligent information gathering, reducing agent stress, minimizing customer hold times, and creating a mutually beneficial situation for all parties involved.

When combined with generative AI, predictive analytics, and Robotic Process Automation (RPA), knowledge management tools can utilize customer history to predict and address future needs proactively. RPA solutions contribute to improved capacity handling, faster processing, reduced penalties and agent mistakes, and enhanced compliance, resulting in a positive return on investment for organizations.

Chatbots also play a crucial role in winning the CX game. By successfully employing chatbots, customer care agents can reduce customer hold time and increase the likelihood of getting them to the right person the first time – reducing the time and workload for employees. Strategically activating chatbot tools allows organizations to lower overall contact center costs, increase Customer Satisfaction (CSAT) scores, and improve operational efficiencies.

Despite the rapid advancements in AI and automation, live human interactions in CX remain critical. Customer care teams serve as brand champions, and people should be the focal point of an organization’s CX strategy. The implementation of AI augmentation provides enriched assistance, advice, and troubleshooting that keep CX alive and well. Properly supported, customer care agents possess the expertise to smooth out any rough edges in a customer’s experience, addressing feelings of inequity or frustration.

Marketing Technology News: MarTech Interview with Rob Fox, CTO, HG Insights

The Link Between CX + EX

While CX decision-makers spending on technology to automate CX is a top priority, there is a noticeable lag in investment when it comes to ensuring the happiness and motivation of their customer experience employees. According to the report, only 18% of decision-makers list talent as a top CX priority.

The happiness and fulfillment of employees wield substantial influence over a company’s ability to thrive and retain its customer base, underscoring the critical interconnectedness of CX and employee experience (EX). CX and EX are not independent elements, they are intricately linked, and companies have been responsible for both as long as they have existed.

When employees feel supported, motivated, and aligned with a company’s goals and work ethics, they are better mentally equipped to handle intricate customer issues. Their sense of empowerment positions them to effectively address complex challenges.

Companies relying on chatbots and generative AI to reduce call volumes may overlook a crucial fact: while there may be fewer simple calls, the remaining interactions are more likely to be complex and urgent. Successfully managing these critical moments requires well-trained and empowered customer care teams. A great employee experience involves providing the necessary tools and resources, enabling them to deliver their best and ensure a superior CX.

Creating Custom-Centric Culture

Customer service is 24 hours a day, seven days a week, 365 days a year and, while investment in CX technology can make a difference, an organization’s mindset is even more important. More than 3 in 5 CX decision makers (63%) emphasize adopting a customer-centric organizational culture as the most important factor for maintaining a competitive edge in customer care innovation.

To establish a cost-effective customer-centric organization, it is imperative to tap into the global talent pool through strategic engagement with industry partners. Leveraging partners opens up an opportunity to geographically diversify contact center operations, optimize around-the-clock service, access similar talent, and drive material cost savings.

More than half of CX decision-makers (54%) identify collaboration with industry partners as a key element in maintaining a competitive edge in customer care innovation. This aligns with the fact that 100% of respondents have either engaged or plan to engage in CX-related outsourced services, particularly in areas such as data storage and managed IT (61%) and call center operations (44%). By creating these partnerships, organizations are able to build strategic alliances that aim to navigate the evolving landscape of customer care innovation with foresight and efficiency.

The Future of CX

As we look ahead in 2024 and beyond, how are organizations going to elevate CX? If innovation starts by committing to better customer experiences, then customers will serve as the catalyst for continuous improvement. The next step is to actively listen to the customers. What are their pain points? What do they love about your brand? Are their needs being met? In addition to gathering customer insights, it’s important to keep up with CX trends. New technologies, such as generative artificial intelligence (AI), have made companies rethink their approach to customer service and refine their strategies.

Ultimately, achieving world-class CX requires a delicate balance between leveraging technology and harnessing the power of human talent. By reengineering processes with a focus on delivering the desired customer experience while respecting the bottom line of the company, organizations can forge a path toward unparalleled success in the ever-evolving landscape of customer satisfaction.

Marketing Technology News: Learnings From A/B Testing: Key Insights for Growth