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[PART TWO] Three ways to add back emotion to your CX (and why it matters)

As we talked about last week, many companies are suffering from a lack of emotion in their CX, resulting in a lack of connection with customers. This can lead to loss of loyalty, which has a serious impact on your bottom line.

But all is not lost. In fact, there are new opportunities to be found.

While it may sound ironic to use AI to connect with people, the truth is, the right customer service chatbot can create moments infused with authenticity and empathy. This means that when done right, AI-powered automation can actually make customer service more human.

We’ve outlined three strategies to achieve this goal:

One: Bring authenticity to the agent conversation

Customer service agents spend much of their time on mundane, repetitive tasks that are unsatisfying at best, and de-humanizing at worst—no one wants to feel like a robot.

It’s foolish (and expensive, and time consuming) to have human resources addressing tasks that can be easily and effectively automated (link to commercial video).

When a support chatbot takes over those tasks, agents are free to focus on higher-value inquiries with greater attention and care, which makes both agents and customers feel connected and valued.

The right customer service chatbot can also enhance agent interactions by providing context and other relevant information about a customer’s history before the support interaction begins.

This helps agents jump in ready to help, rather than having to go through a long list of questions to get to the issue. Excess administration can make conversations feel more transactional and less emotional. Helping agents be more empathetic is a key driver of emotional connection.

Happy agents, happy customers

  • 68% said a pleasant representative was key to their recent positive service experiences
  • 62% said a representative’s knowledge or resourcefulness was key1
  • 70% say service agents’ awareness of sales interactions is very important to keeping their business
  • 30% say the most important aspect of customer service is speaking with a knowledgeable and friendly agent

Two: Make every customer conversation count

Personalized customer service doesn’t have to be provided by a person. As the adoption of customer service chatbots continue to rise, so too do the opportunities to further customize the support experience. When speaking with a chatbot, customers want to be known; they want to feel seen and heard by the companies they do business with. This means understanding who they are, what they like, where they’re from, and so on. Here’s where the right AI can really excel.

As identified in our Forrester Opportunity Snapshot we talked about last week (link to Forrester Report) organizations must go beyond automating basic FAQs to provide personalized moments that make customers feel valued and known, as if they’re speaking to an old friend. The right customer service chatbot should be able to:

  • Provide a self-service experience that automates not just answers, but actions
  • Proactively engage customers using personal information and history tailored the customers information, interests, and intent
  • Share responses specific to a customers’ account information, geography, and loyalty

According to CX leaders, personalizing automation leads to 55% more satisfied customers, 55% more engaged customers, and 51% more loyal customers. All of these improvements are good for your bottom line, with loyalty in particular being a key driver of revenue.

Three: Build automation with authenticity

Many businesses fail to appreciate that impersonal support - and especially impersonal chatbots - can sabotage the customer experience.

When introducing a customer service chatbot, a key factor to consider is who is responsible for its success. Most companies put the IT organization in charge of building, customizing and managing the customer chatbot. At Ada, we believe this is a critical mistake and we take a different approach.

To bring authenticity to chatbot interactions, organizations must put the power of AI in the hands of the people who know your business, and your customers, best: your customer service specialists.

Ada customers are taking advantage of the easy-to-use, intuitive platform and tasking their service and support organization to manage the automated customer experience (ACX).

Some have even gone as far as creating entirely new ACX Departments, with new roles and responsibilities dedicated to building, updating, and measuring chatbot success (learn more in our eBook here). Without the need for highly-technical skills or code, these CX professionals can put years of expertise to work to make sure your chatbot is human, empathetic, and (you guessed it) emotional.

The value of bridging the gap

Connecting with your customers isn’t just about improving satisfaction.

It mitigates real financial risk by reducing churn and driving long-term revenue.

According to Gartner, 64% of customers believe CX is more important than price when deciding to make a purchase with a brand. And Forrester states, “One of the most powerful connections between companies and humans is not functioning, serving as a wake-up call for firms to look hard at existing CX and loyalty programs that are not providing the emotional or economic lift needed in a shift-heavy market.”

To bridge the gap between your brand and your customers, you need to personalize interactions and infuse emotion into your CX. Show your customers you care, and they’ll keep coming back.

To learn more about ACX and personalization, drop Ada a line today.

 

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Thought Leadership October 23, 2019 by Kayla Thomson