CX Technology and the Human Touch: Finding the Perfect Balance
One thing I hear a lot of, especially with small- to mid-size CX clients, is a concern about advancements in CX technology (particularly self-serve tools) taking away the ability to provide a human touch when interacting with customers—potentially losing them in the process. While we’ve all been caught in that chatbot or IVR vortex where we’re trying to navigate our way to an actual human, it isn’t all bad. In fact, CX technology can be a huge asset to businesses, saving money and time, while streamlining the customer AND employee experience. ?
So, how do you strike the right balance? It's all about providing customers with options for how they want to interact with you. That means looking at your business and understanding what customers want, especially in times of need. And most of the time, according to PWC, they’re looking for convenience. Think of technology as the support behind the customer experience, enabling your teams to do their best work, while providing customers with the convenience they want and need. And by providing them with options for how they want to interact, you enhance the digital experience too. Sometimes, just knowing that a human is a click or a button away, helps ensure a positive experience.
Here’s an example. One of my clients, a 48-year-old full-service automotive company, is dedicated to providing customers with the very best tire and auto service. Since 2020, the company has grown exponentially, but a lack of digital technology was threatening future growth.
To continue to take advantage of market opportunities, the company had to incorporate digital technology into its business. While previously counting on repeat loyal customers to spread the word, the influx of new people, coupled with a challenging labor market, necessitated digital solutions to streamline internal processes and make it easier for customers to communicate, schedule, track, approve and refer business.
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Building a digital roadmap. CX Ventures built a roadmap for the client with several digital tools to enhance the customer experience without losing that personal touch. To meet the most important customer needs: scheduling appointments and knowing the status of their vehicles, the client implemented:
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This technology provided more convenience to customers, while enabling the company to continue its growth without adding more staff. Sure, customers always had the option to call, but many opted for text messaging, engaging directly with their mechanic or service writer.