The human interaction is still relevant
Even as we are living in a present where tech giants are having an AI arms race to strengthen their experiences and increase their customers loyalty most people still prefer human interactions even though they use Tinder to find partners and websites to make purchases. PwC’s Consumer Intelligence Series: Experience is Everything surveyed 4,000 Americans from Gen Z to Baby Boomers and 11,000 customers from 11 other countries in Asia-Pacific, Europe, and Latin America, the survey´s results are surprising.
For example, according to the same survey only 3 percent of U.S consumers wanted their experiences to be as automated as possible.
People want technology to make their lives more simple and easy. They want effortless experiences that are seamless and stress-free. In fact, humans are not yet ready for fully automated experiences because at the end of the day, in the present a human would want to interact with a human to solve an issue since today, 64% of U.S. consumers and 59% of all consumers feel companies have lost touch with the human element of customer experience.
Current automation still lacks the human feel, emotions, that feeling you get when you speak to a human. Technology at this stage also lacks the ability to solve problems that only humans can solve.
The truth is that, until automation and AI are able to fully serve humans without errors and lack of feel, great companies would have to automate as many processes as they can without affecting the box that feeds personality and true feel to the experience.
Exploit automation but make sure a human is always available
It´s true Humans are not yet willing to fully embrace technology simply because technology is not advanced enough to satisfy the current human needs and expectations. 71% of Americans would rather interact with a human than a bot or some other automation.
Speaking of expectations…
It’s a sad story when you look at customer expectations and the actual experience they are getting you notice there is a clear gap. The key is to reduce the gap by finding the secret ingredient on how to make human and technological elements work together and complement each other seamlessly without affecting the experience.
I want it fast….
People expect technology to always work but they care most about efficiency, convenience and Knowledgeable staff. That´s what PwC´s latest Future of Customer Experience Survey 2017/18 indicates. (See Figure 2 below)
Now you just have to ask yourself 3 questions:
1- How convenient is my company’s customer experience?
2-Is my company’s staff knowledgeable enough?
3-How efficient is my firm´s customer experience?
Based on the answers, you should have a basic idea on whether your customer experience lives up to its hype. If not then react aggressively and remember, customers generate revenue while employees drive the experience.