Parham Saebi, Head of Client Relations at Arvato CRM Solutions UK, spoke to Internet Retailing about how new technologies powered by automation and artificial intelligence (AI) are going to have a game-changing impact on how customer services are delivered.
By 2028, repetitive, high-volume enquiries will be handled by sophisticated, intelligent chatbots, leaving contact centre agents to work alongside AI systems to resolve the demanding, judgement-based queries in a more personalised way.
This leap forward will lead the customer services role to become more complicated, requiring retail agents to be confident using the latest technology and have the problem solving and interpersonal skills needed to deal with queries automated systems can’t resolve.
In his piece, Parham explains that the brands that begin to prepare for this change now are those that will benefit from a more efficient customer service function, capable of delivering memorable experiences that drive loyalty.
He says: “The popularity of ecommerce has seen customer service catch up with price and proposition as a key differentiator for brands, while simultaneously making its delivery more challenging. Retailers now need to provide fast, personalised responses to customers across an ever-growing range of contact channels.
“Many businesses are already turning to automation to help meet this challenge, integrating chatbots – text-based computer programmes capable of conversing with a human – with their own web chat systems to provide fast responses to simple queries. These innovations can help ecommerce brands prepare to take advantage of a more productive, skilled workforce with the tools at their disposal to deliver next-generation customer experience.
“Securing employee buy-in from an early stage and delivering training alongside new investments is key. But retailers should also start implementing pilot programmes that test the impact of new technology on specific agent processes, such as FAQs, which only require simple, pre-determined responses to be effectively automated. Both steps can help ecommerce brands prepare to take advantage of a more productive, skilled workforce with the tools at their disposal to deliver next-generation customer experience.”
Read the full article here.