Rather than obsessing about driving efficiencies, business leaders need to look at emerging technologies to find new revenue streams. IAN JACOBS of Forrester looks at five theologies set to change customer service.
As the age of digital business becomes pervasive, customer service professionals need to step up their planning. Technologies that seem futuristic now will become mainstream within five years. Moreover, completely new models of customer service, driven by new technologies, will require additional organisational models and ways of measuring their success – adding to the need for solid research and planning.
Forrester senior analyst serving application development and delivery professionals, Ian Jacobs, looks at five technologies set to transform customer care over the next five years.
Jacobs says that today’s digital reality has forever changed the way customers engage with companies. To illustrate, he points out how a customer of a large telecoms provider developed an automated bot which automatically tweeted the company as soon as his Internet connection dropped below agreed upon speeds.
Despite this new breed of customer, Forrester believes many companies are not prepared for a future where customers control the conversation.
“Emerging technologies proliferate through the consumer world well before they hit the enterprise, and yet only 16% of global business and technology decision-makers at firms that are prioritising improving customer experience are creating a dedicated user group for customer experience initiatives,” comments Jacobs in a new Forrester report: Plan Now for Customer Service in 2021.
According to Forrester, emerging technologies that can make a significant impact on the future of customer engagement and revenue generation include:
1. Two-way video allows customers and service staff to better engage
Despite the fact that the lower price of bandwidth and smartphone capabilities have brought video chat capabilities to an ever-greater portion of consumers, contact centres are not effectively making use of it. Those who are using video, also tend towards one-way video, which limits the benefits which they could be achieving through two-way video.
Two-way video allows the contact centre staff to see the troublesome router, fridge or radiator. Even the traditional service industries are making use of it, with a major global bank making use of two-way video along with co-browse facilities to help customers fill out complex applications.
2. Bridging the physical and digital worlds with augmented and virtual realities
The level of investment into technologies such as augmented reality (AR) and virtual reality (VR) is indicative that the technologies will have their day in the sun. As the cost of technology comes down, mainstream user adoption will increase.
“VR will allow customer service agents to project their presence into consumers’ worlds and be with them in their moments of need. There are already AR demos that show how consumers can take their mobile devices, hold them over an account statement, and have FAQs and account info show up right on their screens,” explains Jacobs in his report.
Although VR devices have a relatively low penetration rate at the moment, Jacobs says this will change.
“36% percent of US online adults are currently intrigued by the prospect of getting a wearable device; of that group, 25% would be interested in smart glasses. As adoption becomes more widespread, companies can create new experiences, such as an extension of the functionality of two-way video with step-by-step AR projections that walk consumers through technical repairs, whether for plumbing, printers, or pasta makers.”
3. Virtual assistants will continue the customer conversation
Improvements in speech recognition, natural language recognition and machine learning will lead to a new class of virtual assistants. Forrester says these developments will allow a conversational experience and, as the system watches agent-assisted interactions, it will learn what to expect and be in a position to supply answers on the fly.
Forrester does warn, however, that companies will need to carefully consider where and how they deploy virtual assistants, as well as how they escalate enquiries to agents without losing information already gained in the interaction.
4. Messaging apps will become the workhorse
Messaging apps have gone mainstream. Figures released from the messaging companies show that almost one in seven people on the planet make use of WhatsApp, Facebook Messenger is not far behind and there are 700 million WeChat users per month. The need for in-app support is abundantly clear.
Embedding other channels such as virtual assistants and ticketing agents in the app offers organisations additional opportunities.
That said, companies will need to factor in the fact that messaging is an always-on, multiple engagement channel which will require companies to forecast volumes and schedule agents appropriately. Hand over between agents across shifts and based on requirement will also require some forethought before being rolled out.
5. Connected devices mean more relationship-driven services
ABI Research shows that by 2020 there will be more than 30 billion connected devices. The Internet of Things will transform companies from being product-based to being services-based. Airline engine builders are already selling their turbines by the flying hour rather than as depreciating asset, making use of in-flight data to optimise maintenance and maximise revenue.
This example clearly shows how brands can shift to lucrative subscription models. It also allows for companies to make use of multiple channels to engage, including AR and two-way video. However, this demands a relationship-centric approach for service and support.
“Custom care decision-makers with a focus on driving ever-greater cost efficiencies have been highly risk-averse and slow moving. But the change of pace inherent in the age of the customer will no longer allow contact centers to simply take cost out of the business. Emerging technologies can drive the types of customer service experiences that better cement customer loyalty as well as advance new revenue-generating opportunities,” Jacobs says.
Meet the ambassador to the future
Tilly Lockey, 14, lost her hands as a toddler, but sees it as a massive opportunity to embrace technology. She chatted with ARTHUR GOLDSTUCK about the human of tomorrow.
It is a description that defines 14-year-old Tilly Lockey: She lost her hands at the age of 15 months, and now uses bionic hands to show the world how to overcome disability.
That could easily read as an advertisement for a prosthetics company, but Tilly refuses to be defined by marketing messages. She has not only embraced what is supposed to be a disability, but wants to become nothing less than an ambassador to the future.
That is in effect what she is achieving by pushing the boundaries of what is possible with artificial hands. It means that, eventually, she will have more capabilities built into her body than most able-bodied humans can imagine. She collaborates closely with Open Bionics, a start-up that is using 3D printing to create low-cost prosthetics with high-tech capabilities.
“I have very high hopes for the future,” she said during a chat on the sidelines of the SingularityU Summit at Kyalami north of Johannesburg. From Newcastle-on-Tyne in the United Kingdom, she was at the Summit as a guest speaker, chaperoned by her father Adam and sister Tia.
“When I started working with Open Bionics, I wanted it to include lighting, music, Bluetooth, a projector in my palm, all over-optimistic things. But then I feel that is not too far away, and then a disability would turn into and enhancement of normal human hands. I’m really excited about it.
“I know there’s a couple of things they are working on right now, like trying to get the built-in battery thinner, because it’s hard to get overcoats and jackets over it, so they are trying to get the hands slimmer. They’re working on haptic feedback, to give a sense of touch of vibration, which tells me of I have a good grip on something. It could be coming soon. These hands I’m using now were made in the past five years. In another five years, I think we’ll have all of it.”
The hands in question are called Hero Arms, which its creators, Open Bionics, say is “the world’s first clinically approved 3D-printed bionic arm, with multi-grip functionality and empowering aesthetics”.
Click here to read more about the development of Open Bionics’s Hero Arms.
How Tilly Lockey became a Hero
Part 2 of ARTHUR GOLDSTUCK’s interview with Tilly Lockey explores her amazing career.
This is the second part of this series of articles. To start from the beginning, click here.
Tilly Lockey was diagnosed with Meningococcal Septicaemia Strain B when she was 15 months old.
Her mother spotted the tell-tale signs one day in 2007: a fast-spreading skin rash that looks like pinpricks, along with symptoms like lethargy and bruising. She was rushed to hospital, but the bacterial poisoning spread so aggressively, doctors gave Tilley no chance of survival. They had to make a quick decision to amputate her hands to save her life.
Twelve years later, her future truly came into focus: “I was surprised with really cool Alita: Battle Angel bionic Hero Arms and went on the blue carpet at the world premiere of the movie with Rosa Salazar and director James Cameron.”
That pivotal moment in her life would not have been possible without the intensive efforts of her mother, Sara, to raise funds to buy something better than the metal prosthetics issued by the National Health Service in the UK. She increased Tilley’s profile with a campaign to “Give Tilley a Hand”, and today works as a fundraiser and events organiser for the Meningitis Now support group. Her involvement in an event meant she was unable to join Tilley on her trip to South Africa last week, when she spoke at the SingularityU Summit. After coming off stage, Tilley told us that Sara was her biggest inspiration in her life, and the closest to a role model.
“I’m usually a speaker at her events. I tell everyone my story and what I’m doing now and give these kids inspiration, because they often feel they can’t do anything because of what Meningitis did to them.
“I am home schooled now, which is pretty cool, because I’m able to have a career and get educated at the same time. I feel I can do a lot of things that friends can’t do. I can take a whole class on an aeroplane. I have a great time traveling and meeting so many inspiring people who are making a difference in the world.”
The form of Mengingitis that attacked her leaves hidden scars and issues that only become apparent years later. She is almost absurdly cheerful about the challenges that have faced her.
“I personally figured out that my left leg had stopped growing. I’m still finding out things it has caused, but you survive. At least I’m here and I’m alive.”
It does help that she’s comfortable in the spotlight, happy to give interviews, and eager to show what she can do with her bionic hands.
“I want to go into public speaking a lot more, and it could be an option as career. I want it to continue because it’s a lot of fun, and I feel I’ve got a story to share. If I can inspire people to change the world, I will. “
Her travels this year will still take her to Barcelona, Jakarta and New York. In the Big Apple, she will accept a humanitarian award, and intends “to give a funky speech”.
In Jakarta, Indonesia, she will take part in a fashion catwalk and do a makeup tutorial live. She learned to do makeup with one of her bionic hands when she fractured her right elbow in a fall at school
“I got makeup for Christmas and wanted to play with it, and got the idea of doing it with an open hand. It took a lot of perseverance and patience, but after studying how to do it, I was able to recreate a full makeup routine using one hand. It wasn’t a great situation at the time, but now I’m happy it happened because it got me into doing what I do now.”
What she is doing with makeup is remarkable in its own right. She gives tutorials on YouTube, where she says she is “kinda new”, as she has “only around 16,000 followers”. That may well soon expand into cooking videos.
In other words, everything is an opportunity: “I could be sad, just sit on my bed and cry, or I can live my life and realise what I’ve got: these amazing bionic Hero Arms.
“All I want to do is help give people confidence in themselves, accept who they are, accept their scars and everything about them. That they don’t have to impress everybody and just be themselves.”
Read more in the third article of the series about how family remains at the centre of Tilly’s life.