6 Pillars of Customer Experience Success Using Conversational Technologies
By Paul Smith, CEO
Today’s contact centers have three key objectives for performance: improve self- service and digital engagement, eliminate friction and frustration, and empower agents to make more meaningful connections.
—2019 Market Study Contact Center Weekly
Research shows that 81% of all customers across industries attempt to take care of matters themselves before reaching out to a live representative.
—Harvard Business Review
By 2022, 85% of customer service interactions will start with self-service, up from 48% in 2019.
—The Future of the Customer Engagement Center (July 2019)
In my experience, one part of self-service options that often goes overlooked is an understanding of what needs to be accomplished by the self-service interface, specifically conversational ones.
Here, I have distilled years of experience and research into six fundamental principles/practices that are crucial to any enterprise wanting to employ conversational technology.
Without further ado, my 6 Pillars of Customer Experience Success using Conversational Technologies:
- Educate —Educate the customer on interface capabilities and limitations, terminology, and journey expectations.
- Direct—Guide the user toward areas that need to be investigated and create an easy access path to the most relevant areas.
- Personalize—Understand and utilize (reiterate) information provided by users in interactions in order to minimize effort and create an initial level of trust.
- Convert—Solve user issues by presenting them with options for making a decision.
- Analyze— Track the user journey to maximize the experience by user types/demographics.
- Nurture—create an ongoing, unobtrusive relationship with the user to maintain minimization of user effort.
These pillars, based on my years of experience implementing Conversational Interfaces, are consistent regardless of the objectives you want to communicate to the user. I’ve found that when these pillars are not considered in developing a system, the user is left wanting, unsure of the destination the interface is directing them to, thus making their experience uncomfortable and confusing.
The foundation for these pillars is trust. At every point of an interaction with a Conversational Interface, the developer should be looking at ways to create trust, through methods such as stating a user’s name, identity verification, recalling a user’s past activities/issues, or being aware of a user’s level of urgency and responding appropriately.
As you build your own Conversational Interfaces, keep these pillars in mind to be sure you will give users what they need to have enjoyable and productive interactions with your brand.
Founder & CEO
Paul has 35+ years in executive leadership, sales management, and business management. He is an entrepreneur with a passion for inclusivity, giving back (InfinitAI gives 1% of profits to charity), and for improving the world with technology. His last 10 years in artificial intelligence and bots has fueled his desire to improve the way bots work with humans for the betterment of business and customer satisfaction.