The Role of Machine-to-People Interactions in Transforming Customer Experience4Sight Communications
New research from Mitel uncovers that a vast majority of IT decision-makers see machine-to-people interactions as critical step in delivering exceptional customer service.
80% of UK IT decision makers think machine-to-people interactions will have a positive impact on customer experience. More than 75% have a projected timeline to allow machines to interact with their customers in two years or less. A further 40% believe improving customer experience will increase their revenue.
“Customer experience is an active, strategic discussion across industries as organisations look to leverage new technologies associated with the Internet of Things, Artificial Intelligence, and machine learning,” said Gary Gould, Marketing Director UKI, Mitel.
“Giving machines a voice in machine-to-people interactions can be a powerful differentiator as the relationship between businesses and consumers shifts from transactional to more experiential, and customer experience becomes just as important as the product or service a company provides.”
Yet companies in the UK are behind other nations in embracing technology to provide exceptional customer service. 56% of UK respondents reported having made over 50% progress in improving customer experience as part of their digital transformation initiatives. Business and IT misalignment were identified as main obstacle to using digital transformation to advance customer experience. Legacy infrastructure and systems were named as the second most common barrier demonstrating the need to modernise existing infrastructure.
“Every day, new types of digital communication are being launched – from social networks to bots to augmented reality – and consumers are adopting them in their daily lives. The days when a great customer experience was based solely on face-to-face or voice-to-voice interactions are long gone,” said Kate Jalie, Partner, Opinium Research. “Now, exceptional customer service is multi-channel, bringing together voice, video, mobile and online in a seamless and highly personalised experience. Businesses that successfully implement new technologies for transforming the customer experience today, will be tomorrow’s winners.“