CX and contact centres: What will change in 2019?
In 2018 it was predicted that voice would soon be dead and that the only sounds heard in contact centres would be keyboards – or chatbots controlling the customer experience (CX). However, this prediction missed one critical factor: the customer. With this in mind, Peter Tetlow, Client Solutions Director, Ventrica, outlines 10 top trends for contact centres and the customer experience in 2019.
1. Brands will start going back to basics
Artificial Intelligence (AI), chatbots and Robotic Process Automation (RPA) are the current vogue, with everyone wanting a piece of the new technologies. However, these same organisations frequently have no CRM or data management capability and don’t understand the customer journey or the desired customer experience. Without these basic building blocks, AI, chatbots and RPA may add little benefit or indeed may damage the CX, so in 2019 we will see many organisations returning to the basics to get the foundations right before exploring the new toys in the toolbox.
2. Innovating for the CX, not focusing on metrics
This prediction has made an appearance in one form or another over past years, but it’s time to get it off the shelf and dust it off again. There are increasing numbers of brands focusing on the CX rather than basic contact centre metrics, which is a positive move for the industry as a whole. This year, more companies will place weight on CSAT, NPS or customer effort rather than service levels and AHT. If, and when, they do, customers will feel the benefit.
3. Messaging is the new way to chat
Some companies have already taken the plunge into messaging. Most consumers use messaging apps almost on a daily basis, and so it makes sense to use them to contact companies they interact with; additionally, messenger will enable conversations to flow and companies to engage with their customers proactively.
4. Natural language bots will grow
Many organisations aren’t at this stage yet, but the use of natural language bots will continue to grow in 2019, allowing customers to use voice but in an automated way, that may well be linked to some form of machine learning to predict what the customer may want. This will allow multiple and more complex issues to be resolved quickly.
5. Bot coaching
In the same way that human advisors should be coached to refine and enhance their skills, the industry will need to start doing the same with bots. As processes or customer expectations change, bots need to be coached to refine them and enhance their skills. As a result, we will see the rise of ‘Bot Coaches’ within the contact centre.
6. Data management will be central
This is not just because of the General Data Protection Regulation (GDPR) and the potential fines associated with it, although these tend to focus attention,but data management is becoming more critical to running a successful business. The more companies that use data to understand their customers and to predict behaviours and requirements, the more the customer experience will grow and improve. Because of this, we will see a greater focus on the importance of data within all organisations.
7. Omnichannel was so ‘last year’ – it is now about the CX
So many predictions overpast few years have focused on omnichannel and proudly boasted that the contact centre can handle any channel a customer may want to communicate in. However, this fails to take the customer into consideration: there is no point in encouraging a customer to get in contact with a brand, using the most convenient channel, if the service is bad. The brands that thrive this year will be those that understand CX will drive the channels, not the other way around.
8. CX: digital or non-digital?
Another false prediction from yesteryear. Organisations have wanted to somehow separate the digital CX from non-digital CX. Once again, another example of completely misunderstanding the customer. They do not think a company is brilliant because they can converse with chatbots. They simply want their issue resolved. CX covers everything and you cannot separate digital from non-digital CX. It is all about the customer.
9. The brand promise will tie in closer with CX
Brand image has always been important to organisations, but this has rarely been transferred to the customer experience. This year, companies will start to combine brand image and promise with CX, recognising CX as a key component of the brand.
10. Analytics will continue to be important
Contact centres are differentiated by many things – a key one being analytics. Understanding the customer and being able to predict future behaviours is key to growing the business. Many organisations only have basic insight from contact centre MI, but this will change as voice and text analytics become more widely adopted. At the other end of the scale, companies who have already adopted complex analytics functions will move more to machine learning and predictive analytics.
Twelve months to go
We don’t have a crystal ball, but the path is clear for these predictions to come true this year. It will certainly be interesting to reflect at the end of the year to see what changes the industry makes, and what part brands and their customers have played along the way.