Leveraging Digital Engagement to Modernize the Customer Experience

Going beyond 2020, it is possible to extend digital engagement capabilities to contact centers with robotic technologies like AI (Artificial Intelligence), ML (machine learning), biometrics and RPA (robotic process automation).

No doubt, their digital efficiencies will boost leading to an ultra modernized customer experience.

AI - The Most Vital Tool Ushering A New Age of Customer Engagement

The robotic technology is acknowledged to be the most productive way for driving customers to digital engagement. For many businesses, the effective engagement of customers on digital platforms has built positive B2B, B2C, and B2B2C relations. Digital technology stands where conventional or manual interactions could not, enabling businesses to provide an intelligent and personalized experience for a range of customers.

Just think about how much businesses have improved their customer experience by engaging them digitally, and how they are making the most of AI, ML and other digital technologies to step into a new world of digitally revolutionized engagement?

Change in Customer Behavior & Expectations

The present generation of customers, mostly Millennials, are becoming tech-oriented and digital-friendly. They are mobile connected, keep active all day and constantly interact on social as well as digital channels.

Above all, these customers believe in on-demand experiences that are appropriate, significant, immediate, and interactive. Moreover, social networks are powerful enough to echo their voice, giving them enough liberty to post their feedback (bad and good) or share their views regarding services, products, and companies.

The conventional marketing and customer support approaches like “Try it out and see what happens,” is no more going to work. It’s because there is a shift in the behavior and expectations of the new generation of customers.

Need for Emotional Connections for Higher Customer Engagements

Although businesses think of modernizing customer experience and investing in artificial intelligence and other robotic technologies, they may not be able to connect to customers at an emotional level. And customers are less likely to come back to a brand even when they don’t feel emotionally connected. So, navigating through a digital landscape and providing a great customer experience won’t be enough for businesses if they fail to stir an emotional feel in customers as they are engaged digitally.

Use of Intelligence in Digital Customer Experience

Customers express their views on brands, products or services. This “reaction” should be handled intelligently– overlooking it could be damaging to the brand owner or service provider. Customers need different treatment: through helpful, significant interactions, decisions or offers, on an individual basis that is suitable to their perspective or situation. The inclusion of AI in customer experience can upkeep engagement with differentiation. With the customer’s changing situation or view the communications, decisions or offers change. Additionally, as they react to offers, the smart digital intelligence features need to study their behavior and learn to give the return feedback, taking the engagement to the next level. This is how essential is AI for the digital engagement of customers.

Key Strategies to Humanly Connect and Engage Customers

If businesses apply the following strategies, they can quickly and easily connect to customers humanely and engage them digitally.

1. Define, Design and Deliver Your Digital Brand Promise Properly

Superior customer experience in the service industry can be built with interactions as humanly as possible through user-focused technology supported by a brand promise which is clearly defined, designed and delivered at the same time.

2. Implement an AI Assistant in place of omnichannel systems to add to your brand value and customer experience

An intelligent Virtual Assistant technology can be implemented to deliver an automated and insightful experience on all possible digital channels by initiating natural conversations and engaging the customers using either text or voice.

3. Strike a proper balance between human and digital elements

Businesses need to focus on designing a customer experience that integrates brand values/promises humanly. While delivering on it each time, one-to-(screen-to-bot-to-AI-to-screen-to)-one, it becomes possible to quickly build an emotional connection with customers. This is how a perfect balance between digital technology and human connection is going to work in the area of customer experience.

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