How to make change happen
I recently attended the CX Strategy and Innovations Leaders Forum organised by Engage, despite it being an exciting day for politics and the weather, the room was full of like-minded people. It was interesting to hear the strategies and success stories of leading brands such as Nissan, Virgin Care and Hive. I was also invited to share some of Ember’s perspectives on innovation and disruption in our industry and to offer some ideas on “how to make change happen”.
The day began discussing psychology around customer behaviour and the irrational and rational decision making concepts that everyone goes through. One of the key messages that stood out was the power of influencing potential customers by understanding your customer’s habits and predicting their next move.
As the talks continued it became apparent that building memorable experiences and providing your customers with peak experiences – experiences which ends on a high, leads to loyalty and repeat business. Although this is not new insight, the presenters highlighted the importance of understanding and delivering deliberate and impactful customer’s journeys. It’s about adopting the right technology, not jumping onto the bandwagon but making the best use of the Cloud, Analytics, Social Media and more, and using it effectively. Which led to discussions evolving from joining up the dots in omni-channel to talking the right way through the right channel with omni-channel.
In my talk “Making Change Happen” it was interesting to note the nods of agreement in the audience when I mentioned the disruptive technologies that could change the industry and the way we work, not just in 5 years’ time but even within the next 18 months. But the question is, what are you doing to plan for this?
Technologies such as Augmented and Virtual reality, Web RTC, Voice Biometrics, Artificial Intelligence, Visual Navigation and Natural language are some of the channels where I gave real-life examples being used today, and where agents will need to adapt and focus their skills to help customers use these channels effectively. Future change consists of getting to the stage where prospects and customers can choose who they speak to and when, and effectively planning for this. There shouldn’t be a fear of the technology to come, the technology already exists, it’s up to us to define the way we use it. And more importantly, the way we plan for it now.
As Brian Solis states in his book ‘The Future of Work’:
“The technology which will have mass adoption and be commoditised in 10 years time is already with us today…..the human has just not adapted to use it….this is Digital Darwinism”
So if you’re wondering how to put all this information together, or trying to understand where to start understanding customer value, download Ember’s North Star model and speak to us, at Ember we can help plan your customer experience strategy, select the right-fit technology providers, and implement steps to keep your organisation ahead of the competition.