In the digital era, customers expect contextual, intuitive and experiential engagement with businesses across touchpoints. As expectations rise, contact centers have evolved from voice telephony to proactive, agent-less, self-enabling hubs that deliver personalized, omni-channel customer experiences.
By 2020, Digital 2.0 technologies such as machine learning (ML), artificial intelligence (AI), biometrics and robotic process automation (RPA) will extend the capabilities of contact centers by enabling convergence of systems for digital efficiencies, self-service capabilities and zero-UI.
These megatrends are impacting customer experience (CX) as follows:
Megatrend 1: System convergence for digital efficiencies
Although business leaders realize the need for digital CX, there is only minimal integration among various functions within the organization. Thus breaking the silos is a critical task for leaders in providing superior CX.
Systems of Engagements: SoE
New-age digital channels such as chat, video call, co-browse, conversational AI and IoT devices enable organizations to offer personalized CX, leveraging the AWS CX stack built around Amazon Connect, Lex and Alexa.
Systems of Records: SoR
Consolidating vital information across customer personas, product details, sales and service history facilitate a 360-degree view. Amazon Connect helps integrate data from S3, EC2 instances offering a 360-degree view, thereby providing better CX.
Systems of Things: SoT
Seamless communication via machine-to-machine (M2M) and machine-to-human (M2H) connections ensures data is shared across various systems for smooth communication. Alexa is a great example and is finding inroads into the contact center ecosystem.
Systems of Intelligence: SoI
SoI provides insights from data across interconnected SoE, SoR and SoT systems by encompassing advanced analytics and ML solutions platforms. This is where an ecosystem of Amazon offerings – Sage Maker, Comprehend and Polly – is leading the game.
Megatrend 2: Self-service is the new battlefield of CX…