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HOME



DIGITAL CUSTOMER SERVICE PREDICTIONS FOR 2022 AND HOW TO EXCEL


DIGITAL CUSTOMER SERVICE DEFINED




Digital customer service (DCS) is the act of providing or receiving customer
service through one or more digital touchpoints such as online self-service,
messaging, email, social media, and live chat. It is a key step that businesses
must take in the digitalization of customer experiences.

While customer service digitalization had been under way even prior to the onset
of COVID, the pandemic instantly elevated it to the top of CxO agendas. We
predict that demand will continue to grow exponentially not only for DCS but
also for modern knowledge management that is up to snuff to meet today’s
requirements for handling more complex customer queries and automate compliance
at scale.


DIGITAL CUSTOMER SERVICE PREDICTIONS

Here are the megatrends we see for 2022.


1. MORE DCS

In early 2020, digital customer service went from “important” to “imperative”
when COVID hit the world. On the consumer front, even analog aficionados like
older consumers became digital die-hards to avoid the risk of infection.

Digital habits acquired in the pandemic era are remarkably sticky—to the tune of
70%, according to a survey by Oliver Wyman Forum across 10 major countries.

The increase in the use of digital channels remains significant even today with
more than 120% for getting virtual financial advice and more than 65% for online
grocery shopping, compared to pre-pandemic levels. With new variants upending
the return to “normal” everyone had been hoping for, demand for DCS will
continue to remain strong in 2022 and beyond.




2. MORE WITH DCS

Consumers will want to accomplish more through digital channels, whether it is
having a video call with a doctor or going through a loan application process
end to end—from getting questions answered to filling out complex forms to
uploading documents to signatures to eventual approval. Or they may want to get
financial advice and sustained financial coaching from a bot, or get a
smartphone fixed without ever having to go to a physical store.


3. KNOWLEDGE-GUIDED DCS

Businesses had been adding digital channels over time with COVID speeding up the
pace in 2020. However, companies found that the more channels they added, the
more their customer satisfaction dove. The Forrester CX Index, which covers
digital as well as phone touchpoints, did not show any “meaningful” movement in
2021, compared to the baseline in 2019 among US brands. Canadian brands were no
different and none of the European businesses offered what Forrester grades as
“excellent” customer experience in the 2021 CX Index. Chatbots, a
much-ballyhooed DCS tool, ranked last in customer satisfaction with 57% of
consumers getting confused by the answers the bots were giving, which were
different from the answers they got at other touchpoints, according to a
consumer survey by Dimensional Research.



Moreover, per Gartner, 81% of contact center leaders believe that many of their
agents—between 30% to 80% of their agent pool—will be working from home by 2023,
pandemic, endemic, or otherwise.

Many of them will be gig or seasonal agents to boot. None of these WFH
(work-from-home) agents will have the luxury of walking over to the next cube to
get answers if they get stumped by a customer query, elevating the need for
knowledge guidance for these agents.



Deploying digital channels is only the first step—it is like laying piping. What
good is the piping if you don’t get the right content and knowhow that flows
through it? Per Gartner, businesses will realize by 2023 that the lack of
knowledge management will impair “further success” in digital CX transformation.
No wonder they recommend a modern knowledge management system as the #1 tool to
deploy or refresh for customer service excellence in 2022 and beyond.


4. PROACTIVE DCS

The pandemic unleashed a tsunami of calls coming into the contact center.
Unprepared, many businesses had no choice but to keep announcing that wait times
will be horrendously long. Proactive outbound customer service, sometimes called
“preemptive service,” can help reduce incoming calls by anticipating what
information the customer might need and disseminating it even before the
customer reaches out to the organization. For example, it could be information
relating to a transaction in progress or just completed, an alert about a bank
account getting too close to the service fee threshold, or it could be useful
advice that will eliminate the need for the next inbound contact for service
(Next Call Avoidance).

Some businesses have ventured into proactive outbound service, but such
operations have been siloed across channels and business functions, leading to
uncoordinated engagement and inconsistent content, which creates customer
confusion and drives more inbound calls.

Per Gartner, proactive (outbound) customer engagement interactions will
outnumber reactive (inbound) customer engagement interactions by 2025. This is
the time to get going with unified proactive DCS so you can get ahead of
customer expectations!



LEADERS ARE ALREADY AHEAD

Innovative leaders are already ahead of these trends, positioning themselves for
experience-based differentiation and increased market share. Here are some
examples from our blue-chip clientele.


RICH DCS

 * Name-brand retailer serves over 9 million shoppers across geographies with
   rich digital customer service, including virtual assistance, live chat, and
   digital deflection of IVR contacts, all backed by knowledge, AI, and
   analytics. The retailer has successfully deflected up to 60% of calls to
   virtual assistance and 40% of contacts from the IVR to contextual digital
   self-service amidst shipping delays in the holiday shopping season.
 * State government agency uses cobrowse technology to help ~3 million seniors
   fill out forms and get retirement benefits without having to visit the
   agency’s offices and expose themselves to an infection as new COVID variants
   rage on.


KNOWLEDGE-GUIDED DCS

 * Behemoth government agency deflected up to 70% of incoming calls to virtual
   assistance, reduced case handling time by 25%, and improved form-filling with
   cobrowse-aided phone and chat conversations and granular knowledge assistance
   within forms. No wonder these powerful capabilities elevated their agent
   engagement to 92% versus the industry benchmark of 67%!
 * Hyper-growth SaaS provider improved agent confidence in answers to customer
   questions by a stunning 60%, while improving consistency of answers by 62%.
 * Premier health insurance firm reduced agent training time for handling
   complex health insurance queries by 33% even as its agents—over 2,000 of
   them—had to go remote overnight due to COVID lockdowns.


PROACTIVE DCS

 * Leading financial services company serves over 11 million members with
   personalized, proactive, outbound messaging across SMS, email, voice, in-app
   notifications, and letters. They send over a billion notifications—800
   different kinds—per year with our messaging solution, wowing members with a
   high level of service. No wonder they are a perennial number one in their
   industry in the Forrester CX Index rankings, among other benchmarks!
 * Healthcare giant serves over a 100 million members with proactive outbound
   customer messaging through SMS, email, voice, in-app notifications, and
   letters on a wide range of topics from prescriptions and vaccinations to
   compliance notifications.


GET TO DCS EXCELLENCE IN 2022

The DCS megatrends are like a tsunami—you can ill-afford to have a five-year
plan to act on them. Fast deployment and quick time to value are critical
success factors. Choose a solution partner with a proven track record in
knowledge-powered digital customer service that offers rich capabilities out of
the box, track record of success at scale, proven domain expertise, and easy,
risk-free ways to adopt. That is the surefire way to go in a hurry from
dilettantish to distinctive in DCS!

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This article was first published on contactcenterworld.com



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