Debra Maxwell, CEO of CRM Solutions at Arvato UK and Ireland, has been featured in City AM discussing why virtual assistants are the future of customer service.
Ten years ago, if you asked anybody in the customer service game how consumers will interact with their favourite brands and businesses in the future, the lion’s share would have told you that actually having to speak to someone is going be unnecessary and uncommon – if not totally extinct.
Now it’s becoming clear the shift isn’t going to be as seismic, or sudden, as once predicted. When it comes to customer service, today’s consumers are rekindling their love of voice, albeit not their own. Automated text based customer service, delivered through platforms such as webchat and WhatsApp, are still on the rise, but they aren’t dominating the conversation anymore. People are turning to devices like as the Amazon Echo and Google Home Hub for quick answers to simple questions – spoken, not typed.
Debra said: “If the UK’s leading brands are going to stay ahead of the competition, they need to quickly learn how to engage with customers using voice command technology in a meaningful way. To do this, they need to understand and leverage what underpins it – data analytics, machine learning and AI.
“This family of closely related innovations is already helping brands deliver responses to simple customer service queries 24 hours a day, through automated, text based channels. And it’s here where the building blocks of voice command customer service can be found.”