Gewinnen beim Kundenservice in einer Omni-Channel-Welt

Jenna Harvey, Global Manager, Emerging Industries
August 14, 2018

Auflergewˆhnlicher Kundenservice ist der Schl¸ssel zur Gewinnung und Bindung treuer Kunden. Neue Technologien und sich entwickelnde Kundenerwartungen im digitalen Zeitalter ver‰ndern den Betrieb traditioneller Kontaktzentren und stellen die Bereitstellung von Dienstleistungen f¸r ihre Kunden in Frage.

Wir haben uns mit Craig Le Clair, Vice President und Hauptanalyst bei Forrester, unterhalten, um seine Sicht auf f¸nf unserer brennenden Fragen rund um die Technologie-Schnittstelle und die Auswirkungen auf den Kundenservice zu erhalten. Craig Le Clair ist ein international anerkannter Experte f¸r die Unterst¸tzung von Unternehmen bei der Transformation in den Bereichen Robotic Process Automation, dynamisches Case Management, KI-Lˆsungen, Kundenkommunikation und anderen disruptiven Technologien.

Unternehmen stehen an der Schwelle zur Transformation ihrer Gesch‰ftsstrategie, um ein erstklassiges Kundenerlebnis zu bieten. Vor diesem Hintergrund sind diese Fragen und Antworten Pflichtlekt¸re und beleuchten wichtige Konzepte, die es zu ber¸cksichtigen gilt. Dazu kˆnnten die Antworten von Craig f¸r die eine oder andere ‹berraschung sorgen.

Komplexit‰tsherausforderungen mit dynamischem Case Management meistern

Appian: Why does Case Management continue to be central to effective customer service?

Le Clair: The simple tasks are being automated rapidly and handled self service via chatbots or the customer website. This means that the calls that now come in to the contact center are more likely to be harder and complex exceptions, that a Dynamic Case Management (DCM) solution handles well. Processing of submissions and claims of all kinds customer onboarding, loan origination, healthcare, and customer inquiry responses fits into the wide range of customer-facing situations where DCM applies. For example, imagine a letter from a recently divorced bank customer. He wants a change of address so that he can close the joint bank account, set up two college trust funds for his children, and transfer pension funds. Of course, the bank wants to deal with the customer request as efficiently and effectively as possible, but it also needs to consider regulations for example, the pension rights might be subject to final adjudication by a court.

Instead of treating all work items the same way by routing them down the same preordained path, DCM recognizes that complex work takes many different paths based on the situation at any given time. DCM also empowers customer service agents to complete more of the work assignment themselves rather than carving work into lots of discrete parts.

Clearly, the organization would not have a standard process definition to deal with an increasing number of multifaceted customer requests. Traditional Business Process Management (BPM) would involve creating a separate work item for each aspect of the issue. On the other hand, a DCM approach would involve treating the customer requirement as a single request with a link into needed repositories and a dynamically created set of tasks based on the context. The customer service representative would dynamically bind simple processes some of which might be triggered automatically to handle each facet of that request.

Die Akzeptanz KI-basierter Chatbots startet bei den Mitarbeitern

Appian: How is intelligent automation including AI disrupting the agent and customer experience?

Le Clair: As of today, there has been only moderate disruption. Adoption of chatbots are an example. They are the emerging user interface particularly for the younger set. Drop-downs, search screens, and clever navigations aren't necessary for many machine interactions. In fact, they can get in the way. Millennials simply want to text a question and get an answer.They don't really want to download a clumsy mobile app. Crisp text messaging without precise spelling and construction, using NLP and natural language generation (NLG), is the preferred interaction for Millennials. Hint: Older generations may prefer it, too!

Chatbot's future in the contact center is secure, but they are not quite ready. A major telco is handling 6 million requests a month with chatbots, but these are assisted by humans in the background not autonomous. Let's look at autonomous AI-based chatbot adoption. It's not good. Chatbot success rate for areas like customer service is low, with some early adopters pulling back. Facebook scaled back AI after chatbots hit a 70% failure rate. Why the high rate of failure? Chatbots aren't sophisticated enough to hold up their end of a social relationship. They can be boring, lose context over time, repeat themselves, or respond to keywords only. Let's face it. Humans today just don't have patience.

But why is this surprising? Why do we expect a machine to be as adept as humans at communication? Early humans that couldn't distinguish a friend from a foe didn't evolve as rapidly as those that could. Humans evolved to communicate with each other with verbal and nonverbal nuances that follow complex rules. These advanced ways, despite Alexa in your kitchen and AI excitement, are difficult to program into a computer today. Machines today stumble at human interaction. Their ability to act human is overstated in the general media and leads to an unrealistic expectation for AI.

It will be four or five years before humans can reliably converse with machines. Businesses realizing this are investing in chatbots that interact with employees first. They recognize that a "centaur-based approach," is best today, one that allows humans to do what humans do best, and let machines show their talents.

Produktivit‰tssteigerungen mit Robotic Process Automation

Appian: Wie genau transformiert die Robotic Process Automation den Betrieb und die Kundenprozesse?

Le Clair: Die Robotic Process Automation (RPA) f¸r die Unterst¸tzung der Mitarbeiter kann helfen. In diesem Fall, im Jargon der RPA als ÑAttended Mode" bezeichnet, kann ein Mitarbeiter einen Bot von seinem Desktop aus initiieren. Der Bot kann ein Dokument erstellen und ein Dokument an einen Kunden versenden, sich um Aktualisierungen von CRM-Systemen k¸mmern, etwas f¸r einen Kunden bestellen oder ein Backend-Finanzsystem aktualisieren. Wie nachstehend dargestellt, sorgt RPA im Kontaktzentrum f¸r eine Produktivit‰tssteigerung von 0,4 bis 1,2%.

Graph showing the benefits of Robotic Process Automation in a Call center

Abbildung der Customer Journey als Schl¸ssel f¸r Omni-Channel

Appian: What does it mean to have an omni-channel environment versus multi-channel support? What is the impact on engagement?

Le Clair: Multi-channel is simply giving your customer several channels to use such as voice, web, e-mail, text, and perhaps a chat interface. Omni-channel implies understanding the context of the customer, what they are trying to accomplish. It requires absorbing information across the channels and mapping it to the customer journey. In this way, an enterprise can understand the customer goals and create a more useful and enjoyable outcome. The simple chart below explains the difference.

The Omni-channel Challenge Infographic

Eine agile Plattform als Fundament

Appian: Why is it important for a platform to combine customer engagement, case management, and intelligent automation to deliver effective customer experience?

Le Clair: Tying these elements together in one platform allows organizations to quickly build and deploy contact center software that can handle the increased complexity of service requests, incident management, and investigative work. With a more agile layer that unifies data from existing systems, automates repetitive work, and optimizes processes, organizations have a better understanding of customer context that can be used to drive action. This transforms how organizations engage with customers, enabling increased personalization, faster resolution, and a seamless customer experience.

Kundeninteraktion neu definiert

Die Kombination aus Omni-Channel-Kommunikation, intelligenter Automatisierung, k¸nstlicher Intelligenz (KI) und Case Management ver‰ndert nachhaltig die Art und Weise, wie Unternehmen Kundenservice bieten.

Im On-Demand-Webinar The New Reality for Customer Engagement mit Craig Le Clair als Referent erfahren Sie mehr dar¸ber, wie der Zusammenfluss dieser Technologien den Unternehmensbetrieb neu definiert und das Kundenerlebnis transformiert.

Jenna Harvey

Industry Marketing Manager