As a new year dawns, CX leaders are gearing up to navigate an evolving landscape – balancing AI advancements with the importance of human interaction.
Here, Tom Martin, CEO at the industry-leading provider of guided customer experience solutions Glance, shares his tips on the top trends that are likely to shape 2024…
1. AI – Success or Failure?
AI is here to stay, of course. However, its effectiveness is far from uniform and some solutions miss the mark and leave customers frustrated. On one hand, AI-powered chatbots and streamlining automation tools represent indispensable assets; making it possible to serve customers 24/7 and freeing up human agents to tackle more complex issues. However, on the other side of the coin, there will be instances where AI implementations fall short – manifesting as clunky and frustrating interactions, potentially alienating customers and eroding brand trust. The ultimate key to success lies in continuous improvement and refining the AI-human blend.
Recognizing the iterative nature of AI enhancement is pivotal. Businesses should prioritize learning from their AI-related failures and actively seek opportunities for improvement. The ability to adapt, innovate, and maintain an unwavering focus on creating positive AI-driven customer experiences will be a defining characteristic of businesses that thrive. It’s a journey on which technology and humanity work in harmony, guided by a resolute commitment to delivering exceptional customer experiences.
2. Aligning human + digital channels
The quest for a frictionless customer experience will be marked by the seamless integration of human and digital channels, driven by the growing sophistication of AI. While standalone chatbots and virtual assistants have made significant strides in simplifying customer interactions, the next stage of AI development will focus on orchestrating a harmonious fusion of digital and human engagement — eliminating the boundaries that traditionally separate these realms. AI will act as a conductor, skillfully guiding customers through their journeys, and orchestrating a natural and unobtrusive handoff between digital self-service and human interactions.
For instance, a customer can seamlessly transition from a chatbot to a live human agent when the situation warrants it, without the typical abrupt shift in tone or service quality. Predictive AI will emerge as a linchpin in this orchestration – anticipating when customers may require human consultation or expertise. This predictive capability will be based on an intricate analysis of customer behavior, past interactions, and contextual cues.
Traditional Handoff
Self-service → Can’t find solution → Seek out human support → Connect to agent → Start over by sharing what the issue is → Resolution
Better Alignment
Self-service → AI anticipates when human intervention is needed → Customer seamlessly connects to agent → Agent already has all the information and context → Speedier resolution
3. Truly connected customer journeys
In 2024, we’ll see more effort toward crafting connected and purposeful customer journeys, shifting the focus from the appearance of connection to intentional coordination between channels. What does this mean? For starters, it means the heightened seamlessness between in-store and online experiences. The line between “order online, pick up in-store” and “get connected with your local store expert online” will blur. Customers will seamlessly transition between digital and physical interactions with a brand — in fact, research says 62% of customers expect this effortless handoff — enabling them to enjoy a unified and consistent brand experience regardless of the channel they choose.
CX leaders like Apple are leading the charge. The Apple Shop introduced a “Shop with a Specialist” video experience that connects customers with a retail team member to browse the latest phone models and explore new features. This secure channel also helps them through complexities like Apple Trade In offers, carrier deals, switching to iOS, and various financing options — topics that can be trickier to navigate through self-service. This “start online, finish in-store” scenario isn’t everyone’s preference, and we’ll see businesses adapt accordingly. There are no longer clear channel lines distinguishing pre-purchase, purchase, and post-purchase phases. Brands that successfully serve their prospects and customers in each stage, in their preferred channel, and provide a unified, cohesive experience — regardless of what the customer’s specific journey looks like — will be poised for success.
4. Enhanced interactions before there’s a CX “problem”
Predictive AI technology is poised to take center stage, revolutionizing how businesses anticipate and address customer needs. Instead of merely reacting to customer issues as they arise, AI algorithms will proactively identify potential problems and resolve them in real-time. This shift aligns with the sentiments of digital executives, as highlighted by Forrester’s recent research, where 100% of those surveyed believe that anticipating customer needs and delivering proactive solutions will be a pivotal source of competitive advantage. In retail, this proactive approach could manifest in the use of computer vision and edge intelligence to ensure customers make the right product choices from the outset, reducing the need for returns and exchanges.
In financial services, real-time analysis by predictive AI might involve understanding how external factors are impacting specific customer segments and tailoring recommendations accordingly, enhancing financial decision-making. In health insurance, predictive AI could play a pivotal role in identifying potential healthcare fraud early on, saving billions of dollars and protecting the integrity of the industry. As consumer experiences evolve, interactions with brand representatives will become increasingly complex and nuanced. In response to this trend, contact centers will be expected to evolve too. Guided CX tools will transition from being a “nice-to-have” to a “must-have” – empowering agents with the knowledge and capabilities needed to deliver personalized and value-added interactions.
5. Leaps and bounds for agent/representative experience
Investing in agent and representative experience will become a strategic priority in 2024. The synergy between human interaction and predictive AI will boost agent morale and empower them to build more positive interactions and relationships with customers. Predictive AI tools will arm agents with invaluable insights and recommendations, transforming them into highly skilled problem solvers and relationship builders. They will get real-time data, customer histories, and tailored suggestions, enabling them to offer more personalized and effective support.
Their job satisfaction will soar, driving higher agent retention rates. Agent/customer interactions will transcend mere transactions, evolving into meaningful engagements that foster trust and loyalty. Customers will appreciate the personalized attention and expert guidance provided by human agents who are no longer bogged down by repetitive tasks.
Also, 2024 will usher in a new era in which businesses prioritize the well-being and capabilities of their agents and representatives, ensures that customers receive the best of both worlds — a blend of AI-driven efficiency and the human touch, resulting in exceptional customer interactions and a brighter future for customer service.
Final thoughts
Businesses must navigate the proliferation of AI technologies, leveraging them to enhance efficiency and personalization while never losing sight of the enduring value of human interaction. By aligning AI with customer needs and orchestrating seamless journeys, businesses can achieve the ultimate goal of Guided CX: delivering exceptional experiences that delight customers and drive loyalty.
Want to learn more? Download the full 2024 predictions eBook by Glance today: AI, Humans, and Customer Experience: 2024 Trends in Guided CX.
