Using Technology for Complex Customer Service Transactions
The Situation
“Touchtone” DTMF and voice self-service systems help companies everywhere organize and manage their incoming and outbound calls. Customers now expect to answer a few simple questions about why they’re calling and in turn, these systems attempt to direct customers to the answers they need. However, companies know that they still need live agents to complete the most complex interactions.
Middle Tier Transactions
Most traditional Interactive Voice Response systems (IVRs) can only complete calls for customers with very simple requests: balance inquiries, order status, or a store locator. Live agents are then burdened with handling anything beyond the most basic transactions – everything from low complexity calls such as changing an address or processing a return to high-touch calls such as rectifying major problems that have the potential to jeopardize the company’s relationship with the customer.
Automation technology for the contact center has evolved well beyond the capabilities of DTMF systems over the past few years. Natural language systems are able to handle a few of those middle tier, more complex transactions and more interestingly are the emerging advances in technology.
Continued Evolution with Artificial Intelligence
As we (humans) advance our technological capabilities, we are beginning to make leaps and bounds in terms of artificial intelligence. Personally, I think this is awesome and the implications of AI on our industry are significant. Instances of AI are already visible all around us and we are seeing new developments emerge every day. I mean, who wouldn’t want a self-driving car or an AI-driven system that can identify and cure diseases?
AI is the inspiration guiding our business and we incorporate it into everything we do. AI enables us to deliver value to our clients by handling complex transactions that normally require live agent support.
We anticipate companies switching to AI applications for customer support because there is a huge opportunity for them to deliver more efficient service, lower operating costs, and improve margins while providing a modern customer experience.
About the Author: Blake Manosh
Blake Manosh is the Vice President of Marketing at SmartAction. Blake has over 10 years of experience in branding, marketing, and web development. He is responsible for strengthening the SmartAction brand and giving direction to a talented group of marketers to grow the company’s industry presence. Prior to joining SmartAction, he worked as a consultant for a variety of clients including Interac, VIA Home, the Federal Reserve, and Salesforce. He has proven experience with helping small companies grow rapidly, in some cases clients experienced revenue growth up to 300%. Blake holds undergraduate degrees in Psychology and Communication Design from Bard College at Simon’s Rock, a graduate degree in Dynamic Media from the Dynamic Media Institute, and a Master’s Degree in Brand Management from the VCU Brandcenter.
