EDITOR’ S QUESTION
There’ s no doubt about it, costumer expectations have changed in the last five years. A lot more is expected from companies due to the digitally interconnected world we live in. But how are companies adapting to this? This month kicks off below with Curtis Peterson, SVP Customer Experience at RingCentral:
Curtis Peterson, SVP Customer Experience, RingCentral
Today, companies are under increasing pressure to adapt to shifting consumer behaviours. RingCentral’ s research shows that 87 % of customers cite high-quality service as a key factor influencing their purchasing decisions. Furthermore, 65 % are unlikely to return to a company after a poor service experience. This presents both a challenge and an opportunity. Companies ahead of the curve are using AI and real-time communication to create more connected, personalised customer journeys.
The rise of Generative AI( GenAI) is an
IT’ S AN EFFORTLESS EXPERIENCE THAT FEELS ALMOST TOO GOOD TO BE TRUE, BUT IT’ S EXACTLY WHERE CUSTOMER SERVICE IS HEADING.
unmissable one. While adoption varies, its ability to shift how companies interact with customers is clear. GenAI means businesses can analyse huge customer datasets, discovering patterns and insights at a speed they could have only dreamt of previously. Previously, Predictive AI insights, such as what we’ ve seen with larger e-commerce retailers, have been helping businesses anticipate customer needs. However, with GenAI this goes one step further by enhancing post-sale engagement. By analysing the data, it can identify patterns and insights at speed, allowing businesses to proactively tailor interactions. For example, it might show a buyer lingering on products of a certain colour or style meaning it could then recommend new arrivals specific to that style. The more a brand can provide a personal service, the more likely they are to influence someone’ s behaviour.
However, a customer’ s journey doesn’ t end once items have been purchased. Picture this: you reach out to customer service, only to be greeted with,“ We’ ve already sorted that for you.” It’ s an effortless experience that feels almost too good to be true, but it’ s exactly where customer service is heading, thanks to advances being driven by combining Predictive AI with GenAI.
We’ ve already seen the impact of GenAI embedded within the customer experience function, for example with chatbots. Now, we’ ll see Intelligent Virtual Agents( IVAs) step out of the shadows of traditional interactive voice response( IVR) systems into the spotlight as the new face of customer service. IVAs will become vital problem-solvers, driving seamless, human-like interactions that transform the way businesses connect with their customers.
IVAs will also take real-time action. That might be updating customer records, initiating a refund or changing an order. For businesses, this evolution will allow live agents to dedicate their time to more nuanced, value-driven tasks like building relationships, selling products or tackling more complex issues. While customers may need time to adapt to the functionality of these systems, their deployment will allow businesses to meet the growing demand for faster, 24 / 7 customer support, without compromising on service quality.
HOW ARE COMPANIES ADAPTING TO CHANGING CONSUMER BEHAVIOUR IN THE ERA OF E-COMMERCE AND DIGITAL TRANSFORMATION?
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