You could boil the challenges customer service will face over the next five years down to two questions:
- How do we engage customers as they interact across digital touchpoints?
- How do we embed intelligence into servicing applications to take advantage of the ability of algorithms to optimize far beyond what we've achieved to date?
Orchestrating Digital Touchpoints
The move to digital touchpoints, micro-moments of attention, conversational interfaces and messaging-based interactions is causing major challenges for many organizations. One reason is that customer services apps (and processes) today are designed for single channel, synchronous and dedicated session interactions.
So orchestration of digital interactions is very difficult... but it's not an option to sit it out because that is where the consumer/customer is.
Algorithms Driving Apps
The shift to algorithms driving interactions might be an even bigger challenge. It is very likely that this trend will significantly improve servicing benchmarks (costs, CX) and become competitive differentiators for your business.
Again, it's not an option to sit it out because that is where competitors are going and what consumers will expect.
How, then, do you begin to re-constitute every app you run in the contact center to take advantage of new algorithms that drive these apps in real-time?