Читать книгу Digital Customer Service - Rick DeLisi - Страница 16

In each of these two scenarios, a customer has experienced a problem or issue that requires them to contact a company. Both interactions start the same way – with the customer visiting the company's website or mobile app. But what happens from there couldn't be more different – for the customer, as well as the agent.

Situation: Customer Service Today	Situation: DCS OnScreen Experience
Actions:Customer starts online and navigates on their own for a time.Eventually engages in a chat session:Long delays in responses.Chat agent suggests a “live” interaction and provides a phone number to dial.Customer has to start new interaction on phone:Go through IVR menu.Get reauthenticated.New agent asks, “How may I help you?” with no visibility into what customer has been doing.Customer is forced to begin process all over again.	Actions:Customer starts online, where they are greeted by a concierge bot.Customer engages in a chat session.Chat agent quickly suggests a voice interaction, but without having to dial a phone number, simply by clicking a button on the screen.OnScreen Voice agent is seamlessly brought onto customer's screen, and picks up the discussion in context (no need for additional authentication)Agent-facing bot provides information about customer's history and recent browsing behavior, and pre-completes forms and information.Customer engages in CoBrowsing with agent, who teaches customer how to complete the process on their own screen.Customer now knows how to complete the same process on their own next time.
Result:A frustrating, disconnected, high-effort interaction.Customer had to switch from screen to phone and start over.Even if they did get the resolution they were looking for, there was nothing about the experience that made the customer feel “special” or make them more likely to want to be more loyal to that company.At some level, it feels to the customer like “that company doesn't have their act together.”	Result:A low-effort, loyalty-building, customer-centric experience.The entire interaction took place where the customer chose to start it – on their screen.The customer not only fully resolved the issue but feels more digitally self-reliant.The customer is enabled to reaffirm the wisdom of their choice to do business with this company and is that much more likely to remain loyal for years to come.

Can you see how different these two scenarios are? In both cases, the customer got their issue resolved, but the experience is night-and-day different.

To be successful with customers who are now fully immersed in their digital-first lifestyle, companies can no longer “be OK” with service journeys that feel disconnected, disjointed, or out of touch with the way people live in today's world.