What will a great customer experience look like in ten years’ time?

PRESS RELEASE: Customer contact expectations are changing. Here are five things customers will come to expect from their customer contact experiences in 2025:

  1. It’ll all be about the Customer Journey

Service interactions won’t be an after-thought as they often appear to be now. They will be an integral part of the experience from the very first time we make contact with an organisation and regardless of whether one buys a car, book a train ticket, change a dress or complain about a missed delivery. When queries are raised, service teams will clearly set expectations as to what the customer journey will look like, allowing customers to track the progress of their query and self-serve wherever possible.

  1. Organisations will use customer insight to make intelligent interventions

You’re on a web site with a half-full online shopping basket. You hesitate. By 2025, web site owners will take control of these situations by:

  • highlighting related products/services
  • pointing to special offers
  • offering immediate relevant support

It’s all part of a revolution in the way organisations are making use of the data that exists about us online – who we are, where we live, how we’ve transacted in the past, our preferences, likes/dislikes, service history (across every single customer touch-point), real-time online activities and a lot more besides – to make proactive interventions.

  1. Smart routing will get you to the right place, every time

As organisations get better at using the Big Data that exists about us, they will increasingly use that intelligence to:

  • Listen to, and interpret, questions
  • Access historical and real time data about us (and our requirements), and
  • Carry out complex ‘match-making’ calculations to connect us with appropriate resources

Organisations will even publish agents’ availability online, enabling customers to identify the right agent and contact them directly, using their channel of choice.

  1. Enhanced natural language speech technology will drive growth in voice self-service

Speech recognition technology will be commonplace. And rather than having to provide one word answers to specific questions, we’ll be able to speak our questions over the phone in a natural way – and the system will understand what you want.

This capability will play an increasingly important role in:

  • Accurately and quickly routing inbound callers to the right resource
  • Ensuring more information requests can be handled end-to-end via self-service
  • Enabling speech verification
  • Improving the effectiveness of speech analytics

Natural language understanding will also improve customer experiences by eliminating the need to press numbers on the phone to navigate through complex menus – and often still not achieve your goal!

5. The Internet of Things will make service invisible!

By 2025, it’s easy to envisage a situation where internet-connected machines will be in control of service interactions. If a medical device over-heats, for example, it will send an automated service request to the appropriate team; or if a dishwasher self-diagnoses a problem, it will notify the manufacturer that a part needs replacing. In each case, the service query can be raised without the customer having to get involved. Products with built-in customer service are a consumer’s dream. However, they require a completely new mindset on the part of organisations when it comes to setting service levels, defining successful outcomes, maintaining contact with customers and more.

The eBook What will a Great Customer Experience Look Like in 2025gives ten 10 predictions on the future of customer engagement. Click here to download

by William Gray, CEO, Macfarlane www.macfar.co.uk T: 020 7314 1314