Digital Transformation: If, on the one hand, technology causes changes in customer expectations and forces us to change, on the other hand, it brings innovative resources to be more competitive in this scenario.
We can list a series of solutions typical of the second wave of customer service, which can significantly contribute to customer relationships in the Digital Age.
Automated Response Robots
A technology already part of our daily lives is text and voice robots that respond to customer requests. We face such tools when we check the balance via the mobile messaging application, obtain information from a website’s chatbot, or have contact with an automated telephone menu.
Artificial Intelligence
Artificial Intelligence has been causing a true revolution. From there, voice robots, chatbots, voice assistants, and similar solutions overcome their limits and provide scalability to service without losing quality.
The difference between robots that use Artificial Intelligence is the ability to understand.
Thus, the system can sort complex and simple demands and perform automated service, providing an adequate solution for the service user. This happens with advantages related to agility and costs compared to human service. If you want to make an own logo for your business then the Adobe Express logo maker quickly brings you Artificial Intelligence generated quality logos that can be shared across all your printed and digital platforms.
Cloud Computing
The second wave of digital transformation also involves using cloud computing, which is increasingly accessible. From there, we can join innovative service initiatives, such as remote teams, integrated channels, and mobility of the work environment.
In this sense, if we were looking for the digitization of data storage in the first wave, now we can significantly change the company’s service model to have a more strategic performance.
Big Data
Data storage, worth mentioning, is no longer done only to preserve information from the company’s departments. Organizations collect information and form Big Data, mainly with unstructured data.
However, we can extract strategic information from technology tools and mathematical models. It is common to divide these analyzes into four types:
- descriptive — clarifying a context or problem;
- diagnostics — understanding why the scenario is as it is;
- prescriptive — raising recommended actions;
- predictive — trying to anticipate scenarios.
In this sense, customer data contributes to practically all the objectives pursued by the service:
- retain people;
- increase the power of influence of the brand;
- make the customer satisfied;
- reduce complaints;
- treat churn.
The highlights are the tools that use Artificial Intelligence and Machine Learning to refine the information obtained.
The Structuring Of Teams
Digital transformation will require changes in people management. As part of the strategic use of technology, we need teams capable of innovating customer service and contributing to the customer experience.
Analysts
Therefore, the importance of analysts within teams grows. These specialists are responsible for using available tools to understand service systems and pass on qualitative information to managers. Thus, those responsible will make more effective decisions to improve this relationship.
Remote Teams
Distances between people have been reduced with communication methods and Cloud Computing solutions. Thus, remote work can happen if the practice makes sense for the company’s business strategy. In addition, we have less need for people in back office teams, which is generally unprofitable.
Squads
The way of assembling the teams also changed. Differentiation processes — in which each group does one thing and counts on an expert in one area — have been replaced by multidisciplinary, integrated, and results-oriented teams.
The role of these teams in development is to identify the business’s specific needs and find a solution that will boost revenue, reduce costs, increase profitability, improve the customer experience, etc.
Focus On Continuous Improvement
With the ability to collect and understand data, channels and the service process can continually evolve. This is important to keep up with the changes that are getting faster and faster and make the process agile and productive.
The planning and performance of teams, therefore, must occur in cycles. After designing a solution and seeing it working, those responsible collect feedback and update the project so that, little by little, the performance of the service improves the customer experience.
