Over the last few years, organizations have perceived Customer Experience(CX) as a barometer for many performance metrics. Also, it had a significant impact on key business decisions. Organizations of every size increased investments in Customer Experience Management to witness growth, cost savings, and differentiate from the competition. User Experience(UX) and Employee Experience(EX) are also emerging as the key focus areas for many companies to improve holistic engagement and experience throughout the processes. Breaking down silos with conversational AI seems an effective strategy to drive total experience.
The burnout and remote workforce engagement, Great Resignation, and competition for hiring talent drive the focus on Employee Experience for many organizations. UX, on the other hand, has become the critical enabler in purchase decisions as online commerce took off exponentially in the last two years.
Total Experience = CX + EX +UX. While most organizations agree that CX, EX, and UX strategies are now at center stage, most design them in silos. As per Gartner, it can be the biggest mistake that may lead to many challenges in the future. Organizations must interlink all of them and create an effective people experience strategy.
Why do you need to focus on Total Experience?
Employee experience and User Experience are critical to delivering a seamless Customer Experience. If any installation gets delayed in the employee workflow or fails to capture the self-service needs, it will create chaos in the Customer Experience.
As per Gartner’s Digital Business Acceleration survey, the primary objectives of organizations are to enhance Customer Experience(58%) and Employee Experience(57%). Also, the analysts at Gartner suggest that improving experiences holistically provide the desired business outcomes – enhancing customer experience and engagement, enabling a productive work environment, and improving the quality of product/services and brand loyalty.
As per Forrester, around 69% of the HR professionals consider EX critical to their HR strategy, a significant change; 9% thought it essential two years earlier. How will it impact businesses? The impact on top and bottom lines is visible – 77% of respondents that implemented the EX strategy said they witnessed revenue growth, and 61% witnessed improved profitability.
Another report from Gartner highlights that organizations implementing TX strategies will outperform their competitors by 25% in CX and EX metrics by 2024. Also, 60% of large organizations may leverage TX strategy by 2026.
What does the future hold?
First and foremost, let us look at what CX, EX, UX will look like if you can implement a Total Experience strategy.
|CX||The customer had to wait for the agent to address his queries.||Self-service options, the customer can find a solution on his own.|
|EX||Extra burden on employees to handle call loads. No authority to go beyond to serve the customer.||Lower call volumes, extra care by employees as per customer needs. Top customers to get concierge-level service.|
|UX||Tough to resolve issues or support faster across multiple devices.||Customers and employees can access service options on multiple devices without any hassles.|
How does Total Experience look like?
We know about CX, EX, and UX individually. Breaking down the silos with Conversational AI is an easy strategy that organizations of any size can implement. Let me walk you through a few examples before we get there.
For example, consider the total experience strategy for a hotel chain. Guests can access the services through the mobile app, know more details about the services and help guide with chatbots. Check-in and check-out are also enabled through digital apps while ordering food and turning off devices can be enabled by self-service chatbots. Hotel employees can enhance communication with the guests through every business by leveraging the same digital applications. For example, addressing systemic challenges and proactive communication about service disruptions can improve the people’s experience.
Disney sets new boundaries in implementing the Total Experience strategy. With apps, RFID tags, and enterprise tech, customers can manage itineraries, and dinner reservations, benefit from FastPass rides and pay for services. On the other hand, the front desk personnel can track the guests and their preferences and address any bottlenecks to enable the best concierge service. The restaurant staff can track reservations to avoid revenue loss from no-shows and timely seating. Though it looks like the strategy for enhancing CX, the digital landscape enables employees to work efficiently and quickly.
Breaking down silos with Conversational AI
Many of us agree that automation is the best strategy for enabling TX. It is not about using the tech stack but creating moments of truth across the employee and customer journeys. Conversational AI is the game changer for this. Organizations that leverage Conversational AI to deploy dynamic AI agents across voice and chat support can create exceptional experiences for employees and customers.
Research shows that Conversational AI is now handling 80% of the customer queries among Fortune 500 companies. The use cases range from personalizing interactions, managing marketing campaigns, and enabling online commerce, among many others. Also, organizations have already witnessed at least a 40% increase in customer satisfaction with digital AI agents.
EX is more about analyzing the employee pain points through customer interactions. Conversational AI can enable organizations to analyze employee sentiments and engagement in real-time to improve their experience and well-being. The dynamic AI agents that drive meaningful employee conversations can improve productivity by 30% to generate a tangible RoI. Moreover, the AI agents can help analyze the employee personas and interactions and predict areas that need any intervention from HR, technology, or business leaders. Let us look at the effective strategy for breaking down silos with Conversational AI.
Effective TX Strategy
It starts with enabling a vision, defining the scope, and visualizing the metrics TX can impact. Any technology transformation succeeds with an effective strategy, clarifying purpose, and facilitating change management. The following steps can enable seamless communication and impactful TX.
- Identify your key customer personas and map their interactions, journey, and touchpoints that they use to engage with your business.
- Similarly, you can identify the employee personas across business functions that interact with the customers throughout the journey.
- Analyze the common pain points across the journey for both employees and customers. Identify areas where Conversational AI can have an impact.
- Focus on the most impactful use cases that can enable transformation with data, AI and ML, and Conversational AI.
- Visualize seamless communications and effortless experiences through the customers’ and employees’ eyes to improve RoI.
TX is all about going hand-in-hand with CX and EX with smooth technology interfaces. If you can nurture an effective EX strategy, it may lead to an impactful CX strategy. Businesses can improve revenue and profitability by leveraging holistic and integrated channels for employees and customer communications. Do you still have questions? Our experts are just a click away.