Enabling a digital channel without properly designed backend processes can harm CX, writes Telviva's Kelvin Brown.
interactions can lead to happier, more loyal customers . There is more a choice than ever before, meaning customers are not forced to endure a customer experience that is characterised by clutter or unnecessary friction.
The truth is that enabling a digital channel without properly designed backend processes can harm CX. If the channel that a business is setting up is not suited to the engagement it is trying to conclude, and the backend process has not been automated effectively or correctly – in the process forcing customers to engage in complex, manual processes with agents – CX is going to suffer, ultimately resulting in an unhappy customer.
This technology is giving rise to the new trend of real-time analysis, insights and intervention. This is where a business can transcribe a call in real time, analyse it and pick up on the sentiment of the engagement – whether it is by voice or text. If an interaction is not progressing the way it is expected to, an alert will allow a person to intervene to remedy the issue and save that customer at the exact point of frustration. But to get to this point, the basics need to be in place.
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