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.

Digital Experience (DX) And the Re-invention of Marketing

The Post War World of the '50s and '60s saw a massive explosion in marketing as companies tried to force feed Baby Boomers mass produced electro mechanical goods, encased in plastic. They did this by trying to create desire and brainwash people into needing their brands. This was the last hurrah for the Henry ford approach, "they can have any colour they like, so long as it is black" and the Taylorist School of management which focused on productivity and costs, whilst paying lip service to quality.

It took the massive economic melt down of the late seventies and early eighties for the Quality led management, pioneered largely by Japanese companies to gain acceptance in Europe and America, which at the same time was accompanied by the angst of Punk, as Generation X turned on mass consumerism and the break down of "A Job for Life". Customer Care, based on the concept of listening to and delighting customers, came to the forefront. New technologies like CADCAM and philosophies like Flexible Manufacturing made it possible to design, prototype and evolve products to meet customer needs and gradually Design Thinking came into being.

At the same time, the '80s saw the birth of the PC and take up of lower cost client server technology, which usurped proprietary mainframes whilst Rapid Application Development (the forerunner to Agile) sparked the first steps to evolving the Digital Ecosystem that we see today. This has pushed marketing evolution to the extent that the modern marketing function is digitally obsessed with Customer Behaviour Data, Customer Experience and Agile Marketing. So much so, that most digital conversations inevitable involve talking about Customer Experience and the Customer Journey.

So it was great to see Nimbus Ninety publish "The CX Manifesto" which sets out over 30 recommendations under the 5 headings of Personalisation, Experimentation, Trust, Data and Loyalty in its latest  quarterly publication of the Chief Disruptor magazine. This is well worth a read as it has been compiled by practitioners from London's vibrant digital scene over the first 6 months of 2018 and is based on sound experience.