It’s counter-intuitive to think of automation in terms of personalising business/customer relationships. But this scenario is playing out as customer experience embraces technology to get closer to people.
More than a quarter of organisations will use chatbots or another form of ‘virtual assistant’ to help deliver customer service by 2020 as efforts to improve customer experience become increasingly hi-tech.
Analyst Gartner predicts that the practice of using automated assistants which then escalate more complex issues to humans is accelerating quickly because it potentially delivers the dual goal of improving service levels while reducing costs. By eliminating the transactional interaction that neither supplier or customer enjoys, rather than dehumanising customer experience, automation actually creates more time for genuine human relationships.
But it’s not just obvious connections like this which are seeing IT make an impression on the customer experience market. For example, the analyst says that 40% of all data analytics projects will relate to customer experience by 2020. In fact, two-thirds of customer experience projects will make extensive use of technology by 2022, compared to 50% in 2017.
Another indicator of changing habits is that businesses are also abandoning their dedicated mobile apps. With usage shifting to social media platforms and web-optimised websites, the appeal of apps is waning. The fact they are expensive to develop and maintain means that we will see far fewer uses of corporate apps than today.