Super Service Agents will enable companies to connect with customers in a human way

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Like in any relation, one of the pillars for a healthy connection between companies and customers is fluid communication. With the progress of technology, the communication promise is made, however, reality is that a lot of information is still lost in the inefficiency of channels. Customers expect companies to respond quickly and accurately.

Like in any relation, one of the pillars for a healthy connection between companies and customers is fluid communication. With the progress of technology, the communication promise is made, however, reality is that a lot of information is still lost in the inefficiency of channels. Customers expect companies to respond quickly and accurately.

Organisations try hard but too often fail to accomplish their desired outcomes. Large sums are invested in software and teams, however: i) Customer metrics (NPS, CES, CSAT, etc.) disappoint; ii) Directives miss a view of impactful high ROI actions; and iii) Customer service agents, report low job satisfaction as they deal with frustrated customers.

Customers have increased expectations. The game is different, they quickly get frustrated when tools are ineffective. If only a chatbot could understand on the first attempt what they are asking for and give prompt, easy resolution! They give it a try but after a few unsuccessful attempts they just want to talk to a human, even if that means hearing cheesy music.

The New Super Service Agent

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Natural Language Processing technologies powered by transformer-based models have made a major breakthrough at analysing texts in a comprehensive way enabling companies to listen, understand and respond to their customers diligently, accurately and at scale. Imagine an automated super service agent who understands on the first attempt what the customer is asking and provides a response that is consistent with the company’s brand promise.

Let’s review it with the simple elements of an interaction. As a Harvard Business Review article indicates, customers are willing to pay a higher price to companies that are capable of providing a response more quickly to their requests. “…surprise customers by responding quickly, so that they feel someone is watching out for them”. It boils down to holding a relationship of equals where customers can see that the organisation values their time and business.

Additionally, how would customers react if, beyond the quick response, the super agent would understand what they are saying in the first attempt? And then, they were able to get a prompt solution to their challenges? The feedback we have gathered indicates there would be a major impact on the perception that customers have on brands and their willingness to increase their level of business. Logically, customer satisfaction and effort scores will improve as customers feel organisations care about their relationship. While there would be no human interaction, the sheer fact that the organisation has put the right tools in place to solve their requests brings about an impactful positive feeling.

Moreover, how would it be if this super agent was able to free up capacity from human teams so that they can focus on the most complex and challenging topics where they can make a difference creating long lasting relationships? Human agents report that they derive between 2x and 3x more job satisfaction when they can help customers in difficult times, this when compared against performing routine tasks. At the risk of stating the obvious, motivated agents deliver a better customer experience.

Finally, driving customer conversations to a digital channel provides the added benefit of increased visibility to organisations. While adhering to GDPR regulations, it is possible to monitor customer sentiment for a broad range of categories, gathering the voice of the customer in real-time, and having a clear dashboard of major pain areas and related improvement opportunities.

Conclusion

A large number of requests and interactions are transactional and customers expect quick response, self-service without the involvement of other human. The state of the art in Natural Language Processing enables organisations to show customers they value their time and care for their businesses. At the same time, these technologies release valuable resources to provide best-in-class human service for those special occasions where customers truly need their companies to go the extra mile.