Service is one of my favourite topics. An ever-changing operation where contact with the customer is at the heart of everything. Adapting to customer expectations. 10 years ago you would be happy to receive an answer on your query within one week, today customers expect a response in 30 minutes. Not just via traditional phone and email, the average customer now uses 10 different channels to communicate with companies. 

By now Customer Experience – the broader term – is well known and for most companies customer service is far from being just a call center. It is integrated through every touchpoint, but still has it’s challenges to meet increasing customer expectations.

I have identified three trends which help you to define your Customer Service strategy for 2020.

1. The Channel Gap

• Be where your customers are

This sounds like a “no brainer” but I still see customers heavily investing in apps or channels where likely less customer are present. Ask yourself the question: “Should I be here?”. Knowing that Facebook, Youtube, Whatsapp, Instagram already have more than 1.000 million users, would it make sense to develop a custom app? There is no dictionary stating that Omni Channel means you have to be active on all channels. I’d rather suggest you try to understand where your customer are most present, and focus your efforts on creating one seamless experience across those. 

• Select the right tools and technology

What will be the next channel? How do we get more customer data? How can we increase customer satisfaction? Over the years I have had many discussions with customers looking into so called “point solutions” to solve specific needs. You should select a tool that is able to change with your company (scalability) and is able to adjust to customer expectations (innovation).

• Experiment! Voice is coming…

The companies that I see are high performing in service and omni channel presence are also the ones that pioneer with new channels. Don’t think too big, there are no manuals for interaction on new channels, you have to figure out your way and that takes time. So don’t wait until it becomes the new standard. Turn your experimentation into new innovative business ideas. Fail, learn and you might have the next best Voice Assistant!

2. Artificial Intelligence and Bots

• Start Today!

Only 24% of organisations is using AI. Most often the customers I work with tell me they just don’t know where to start? Often AI is explained as something ‘difficult’ and most business people have difficulties to relate to it. We are still at the beginning of AI so this is the perfect moment to experiment and learn. Focus on high volume, low impact processes. Customer Service environments are an interesting starting point for Bots and AI.  Think about customers performing tasks such as changing a password, requesting an order update, or scheduling an appointment — all without speaking to an agent. 

• Give Your Bot Personality

You don’t have to try and replace a bot for a human and make customers believe it is still an agent. Be open about it and do it in a fun way! Not every customer expects a personal approach, for most common routine questions/issues speed is more important then emotion. Why not put a (self learning) Bot in stead? 

3. Agent Experience

• Agent Skill Levels

Traditional “Tier 1, 2 & 3” which first were all agents with different skill levels, will now be replaced by Tier 1: Self Service portal. Tier 2: Chatbot, so by the time a customer interacts with your agents, it already expects a Tier 3 service level. This brings a new challenge for your service center. Making sure every agent is capable of handling the more complex questions.

• Support your Agent

As said with the new skill levels, it’s not sufficient for agents to focus on closing as many cases in as little time as possible. You should leave those to bots. Agents should focus on more personal, unique interactions, making sure you help the customers that need that extra bit of attention and emotional intelligence. With the right technology, use of AI and automation, you are able to create a workforce that is laser focused on the customer. Make sure to provide your agents with a 360 view of the customer. 

• True Omni-Agents!

For the companies that want to move to the next level… Don’t stop omni channel efforts if you think you have covered all channels. Are you able to move to Omni 2.0 by offering Sales, Service and Marketing services accross every touchpoint? Provide your agents with the tools to make sure they can help customers across all channels and all severces. Don’t limit your training efforts to “Service” OR “Sales” but create a true omni-channel agents workforce.