Fueling the urgency of the customer experience – Forbes France

I’entropy gains customer relationship tools. For a long time, the dogma of the multiplication of channels made available to customers prevailed, with, in particular, the promise of omnichannel. However, faced with the cult of urgency that is expressed, the challenge is no longer to multiply the points of contact, but to engage with the customer in a unique and seamless conversation, regardless of the channels used.

The cult of urgency

Our relationship to time has changed. ” The more time you save, the more you feel like you’re running out of it. declared, in 2016, the German sociologist and philosopher Hartmut Rosa. Technology offers us instantaneity and immediacy, but far from satisfying the consumer, it makes him more demanding, establishing a new reign of urgency. Nicole Aubert, French sociologist and psychologist, describes, in her book*, urgency as a mental construct. An emergency created by the company as well as by the individual.

In fact, we need access to everything, immediately; we are won over by an insatiable need to satisfy our various needs without delay: purchase, information, complaint. The answer to this syndrome of immediacy is precisely made possible thanks to technology. the internet development and online sales, the availability of contact centers and their self-service functions made it possible to meet this new need.

Yet the promises of time saving and simplification predate the advent of the Internet; if technology helps to save time, it is not the only cause of this acceleration. This cause is to be sought in a social evolution of practices.
Thus, two years punctuated by the constraints of confinement and the development of teleworking have also contributed to accentuating this phenomenon. Remote work has also promoted asynchronous communications like email, instant messages, social media. A fundamental trend that is confirmed, indeed Gartner** predicts that 80% of customer service organizations will abandon mobile applications in favor of messaging by 2025.

This health crisis has seen an increase in self-care***, i.e. the possibility offered to customers to manage their requests independently, or to search for information on their own. Innovative players in customer relations therefore favor automation and channel less.

Once & Done

Customer relationship professionals have adapted, they have started to measure the FCR (First Contact Resolution Rate) for assess customer satisfaction. This indicator makes it possible to assess the quality of customer service and the process for resolving requests from the first contact. The other indicator scrutinized is the THOSE (Customer Effort score), it evaluates the effort related to the customer journey. The practice of Once & Done adapted to customer service therefore consists of successfully processing a customer request in one and only one contact, on one and only one dialogue channel when possible.

What a user is looking for is ultimately quite simple: customization and a quick response to their request. Automation supported by artificial intelligence offers a first answer. In the case of more complex requests, which cannot be solved automatically, it is no longer bearable to start a conversation on one channel only to have to start it again on another because the channels are siled. A client does not understand that he has to explain his request several times. According to a Frost & Sullivan**** study, 33% of customers cite having to repeat information as a problem they have recently encountered.

Even if each user has a preferred communication medium, many variables will guide his choice: the terminal he uses at the time of his request, as well as the place from which he sends his request. His experience will be distinct if he is comfortably installed at home, at his office or if he is in transport for example.

In fact, the user will want to live his customer journey regardless of the channel, moving from one channel to another, without interruption (seamless). It is the advent of an approach channel less for contact center publishers: offer a single conversation rather than multiple channels, especially in a context where immediacy is becoming the norm.

The benefits are multiple. This approach will increase customer satisfaction, guarantee loyalty and also reduce the cost per interaction. The latter is important for the brand. The processing cost per file is effectively a Essential KPIs. The less time the company spends on a case, the more profitable it is. And at the same time, the less time a customer spends getting an answer, the more satisfied they are.

The stakes are high, faced with these needs for immediacy and personalization, the actors of the customer relationship must not sacrifice the customer experience on the altar of excessive automation; but consider a fine combination of request processing between automation through AI and augmented agents.


*AUBERT, N., “The cult of urgency”, 2009, Flammarion Champs Essais.
**Gartner for Customer Service & Support Leaders

***Hard and soft AI ROI in customer relations
****Frost & Sullivan for Odigo “The Future of Customer Experience: Invisible and Seamless Personalization” 2021 https://www.odigo.com/en-gb/wp-content/uploads/sites/4/2021/10/2021-UK-Frost-Sullivan_Whitepaper.pdf

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Fueling the urgency of the customer experience – Forbes France

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