The Critical Role of Humans in the Digital Experience
Everybody’s talking about generative artificial intelligence (GAI) systems like ChatGPT and Google’s Bard. These AI systems excel at processing vast amounts of information and providing concise summaries. While these are valuable tools for gaining knowledge quickly, it is essential to recognise that AI systems are limited by the information they have and their inability to handle novel situations. They may even provide inaccurate guesses as definitive answers.
Ultimately, digital tools still require human involvement. While they can be incredibly effective when used as intended, veering even slightly off track can lead to disastrous outcomes.
The Human Element in the Customer Journey
The customer journey is a prime example of humans' pivotal role in customer service design. Contact centre agents are an obvious example but consider how the customer journey has evolved for both customers and agents in recent years.
Customers now have an array of digital channels to communicate through. They often turn to their smart speakers or search engines for information before contacting a customer service line. When they make contact, they may encounter chatbots capable of answering basic queries such as tracking deliveries.
Quality assurance can now monitor every call, providing training and feedback where needed. Digital scorecards gamify the process, fostering healthy competition among agents for exemplary performance. Real-time analytics and reporting enable managers and clients to monitor operations closely.
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The Irreplaceable Human Touch
Despite the availability of multiple information channels, customers still seek human interaction when faced with complex or urgent issues. Advancements in contact centre technology provide agents with better tools. Integrated systems (like Robotic Process Automation—RPA) allow agents to access comprehensive information on a single screen, eliminating switching between applications. These digital advancements simplify agents' lives and enable them to develop deeper customer relationships, resulting in superior customer experiences.
Placing the Customer at the Heart of Digital Experience
The digital experience involves leveraging multiple systems to enhance the customer journey while equipping agents with the tools they need to consistently keep customers delighted.
Recognising that technology and automation are only as effective as the people using them is crucial. The key to improving customer experiences is prioritising customers at the core of all digital experience design.
At Alorica, we combine the best of both worlds: leveraging technology—such as a 48% reduction in average handling time and a 35% reduction in headcount—to serve our clients and empower our agents with effective tools. Learn more about Intelligent Automation on our website.
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7 个月Matthew - ??
Founder/Director REMIS | Growth Strategy, Enterprise Architecture, BTS Advisory, Design, C-Level Advisory
1 年Interesting angle Matt. The surprising thing I find about the way in which AI technologies (like #chatgpt4) are talked about is that they are mostly focused on the AI replacing the human interaction, when we really need to think more about how AI can augment the human experience. Rarely do I see #chatgpt4 mentioned in the context of knowledge and content management or ML in creating efficient workflow through RPA - things that drive accuracy and efficiency in how human beings deliver resolutions to customer problems. Those augmentations can evolve both simple transactional and complex interactions where the human ability to apply context, intuition, cultural awareness etc to an AI augmented experience for the customer, is so important.