Frontliners depend on people at the back-end who are doing the support work. “Think about end-to-end technologies, not just frontliners. Jazlan highlights the importance of integrating back-end and front-end platforms to avoid data silos. Technology is the key to helping brands create seamless, connected customer experiences. This would help achieve our key priority to keep every customer engaged with their lessons.”Ĭonnecting customer experience with end-to-end technologies Their teacher could then prepare an arrangement of that song, so during the trial the student is excited and engaged. “When a student signs up for a trial, we can ask for their favourite song. Julius Holmefjord-Sarabi, Chief Technology and Financial Officer at Aureus Group explains how his company is planning to put technology-assisted personalisation to use. It provides an excellent example of how companies can design simple processes around individual customer preferences. Aureus Academy is a leading Singapore music school with more than 15,000 students enrolled. “Service Cloud Voice can pull out key information such as the customer’s preference, past purchases, engagement history, and use AI to recommend the next best action in a live chat environment.” “For example, Salesforce Service Cloud is able to leverage artificial intelligence (AI) and data to empower contact centre agents to create more empathetic experiences, and give customers the human touch,” says Wang. Jazlan’s advice is to use end-to-end technologies to build capabilities that focus on people and process. “Maintaining a strong customer experience requires agile innovation to address changing dynamics and new pain points.” “Connecting with and satisfying customers have become more complex with the proliferation of digital channels,” he explains. However, Jazlan says many brands are failing to deliver this level of personalisation with coherent digital experiences. Customers feel seen, heard, and understood. Personalising customer touch points deepens engagement. This is how organisations use customer journey mapping to stay focused on customer needs and develop empathy with customers.Ĭustomers are craving human connection, and personalisation can help brands deliver it. Such knowledge can be used to design new operational processes that directly address customer needs and behaviours.īrands can then map customer journeys and touch points to these new internal processes. This 360-degree customer view provides all the data brands need to understand the needs and behaviour of each customer. “Put the customer at the centre, and design the right data architecture around the customer to build a 360-degree view.” We must focus on what matters more to customers, instead of just what matters to us,” he says. “Thinking from the customer’s perspective is key. Jazlan says this begins with adopting more customer-centric processes. Redesigning customer journeys for the post-pandemic context will help brands to deliver this level of customer obsession. Redesigning customer journeys for the new context Organisations that master this approach will create value for consumers in high-priority areas.” “This requires rapid research to understand new pain points, and agile innovation to address them. He says brands can fulfil this new expectation by creating a coherent digital experience. “For example, when customers go to a bank now, they expect the service of a five-star hotel,” adds Jazlan Azizy Jusoh, Head of Business Services, TM ONE at Telekom Malaysia. “They want us to know them regardless of the channel they contact us from.” “Customers want to be recognised as an important person, not a case ID,” she says. To do so requires seamless, connected customer experiences across all channels. Wang believes the typical post-pandemic customer wants to be treated as a VIP. Redefining customer care in the post-pandemic eraĪ new level of customer obsession is needed to fulfil this craving for human connection.
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