Page 98 - SAMENA Trends - February-March 2021

SHARE OF CUSTOMER REQUEST : PER CHANNEL
SHARE OF CUSTOMER REQUESTS : PER CHANNEL
24%
22%
Customer portal
Infographic2
In-store
7%
13%
Call center
17%
36%
User wiki/forum
App
17%
8%
10% 8% TODAY Chat/messenger IN 5 YEARS 17% 21%
Source: goetzpartners expert panel. Due to rounding, percentages don’t add up to 100%. ARTICLE SAMENA TRENDS
The role of artificial intelligence and artificial intelligence struggle with the complexity of human
The study reveals that technological enablers do not yet live interaction and language, respondents see them as the most
up to expectations. When asked about how well technologies important technological trends (58%). Consequently, investments
meet current demand, especially chatbots and interactive voice into state-of-the-art technology and technological know-how are
recognition score comparably low with 2.4 and 2.9 out of 5, indispensable for companies that strive to play a leading role in
respectively. Although technologies such as machine learning digital customer care.
Infographic3
THE AUTHORS
DIGITALIZING CUSTOMER CARE : KEY TO SUCCESS
STEP01 Actively embrace digital customer care as a key differentiator
Inthefaceofincreasingcompetitionandproductcommoditization,excellentcustomercarecanbeakeydifferentiator.Companiesmustactivelyembrace
thisopportunity toboostservice quality andspeed, ratherthanjustseeing itasanecessity resulting fromcompetitive pressure.
STEP02 Build a customer-centric organization

In order to fully live up to its potential, digital customer care must be embedded into a fully customer-centric organization. Decision-makers must put
digital customer careatthetopoftheir corporateagenda, making itacompany-wide priority.
STEP03 Invest in people and change

Many of today’s challenges are people-related, as the transition to digital customer care requires new skills and capabilities. Companies must invest in
their people anddrive digitalization acrossthecompany.
STEP04 Upgrade processes and technology

End-to-end digital processes and technology are critical enablers of digital customer care. Companies must invest in technology to power the seamless
integration ofchannels andincreasingly automateinteractions withcustomers.
STEP05 Prepare for the channel shift

Digitalcustomercarewillturnthetraditionalchannelmixupsidedown.Companiesmustprepareforthisbyrevisitingtheirexistingsetupsandrampingup
newchannels.

© goetzpartners, 2021

98 FEB-MAR 2021