Digital Era Customer Contact and Experience

In the 1980s, The theory of Customer Care was propogated widely at the same time that call centres started to evolve into contact centres. The subtle difference between a call centre and a contact centre being that a contact centre is supposed to deal with customers through all media of communication: letters, telephone calls, and direct contact in person if somone knocked on your door. With the '90s, email was added and then websites and latterly mobile apps have started to grow traction.

In parallel with this we have seen all sorts of mechanised and automated technologies arrise to help improve productivity and efficiency. IVR or Interactive Voice Response (which really is not that interactive), Power diallers to fuel direct telemarketing campaigns, backed up with scripting to ensure consistency of message were also introduced followed by features such as distributd call centres, off shoring, workflow based load balancing etc.

The touble with all these approaches has often been that they focus on work load balancing, limited levels of scalability and cost efficiency rather than personal experience. Offshoring also intorduced problems with culture and language, as well as greater possibilities of fraud and exposure of customer data to theft and exploitation, as "solid legal contracts" have proven to be paper tigers in protecting confidentiality. In fact in some countries, such as Singapore, which have reutations for innovation and fast moving companies, customer experience is terrible.

This just does not cut it in the modern digital age, when customer experience and reputation will make or break a company. We now have people pondering the future of the contact center and whether there will be any people in them to take calls with the advent of AI and chatbots as well as the use of IoT to collect customer behaviour information and change the model by which companies interact with customers.

The real issue is that many of these advances can be uselfull exploited in situations which suit "self serve" activities such as "how can I fix my thermostat or change my account settings". They don't particularly work well when there has been a service failure or a billing mix up. Assumptions that Generation Next Letter in the Alphabet will always want to contact you via a certain technical chanel are also wrong. Peoples contact method decisions are often affected by context. If they are not allowed to use mobiles at work for instance, or they are in an airport and have lost their mobile phone or iPad and urgently need help with a travel problem, then other contact options are needed.

The new technologies offer opportunities, but greater effort needs to be put into creatively exploiting them and designing a great customer experience. So it is interesting to see that a company like Creston is establsihing a global network of Customer Experience Centres to show exactly what it can do for people. It will also be interesting to see how Creston exploits this interaction chanel to improve its customer offerings as well.