Autonomous Customer Service Falls Short of Meeting Customer Expectations
Deloitte Digital's tiered approach to customer experience (CX) strategy organizes customer interactions into a three-level pyramid that integrates self-service, AI-driven automation, and human interaction.
At the base level, the largest group of customers prefers to serve themselves independently, using digital tools like websites to browse products, make purchases, check availability, manage returns, and access FAQs or instructional videos. This level emphasizes empowering customers through self-service options.
The middle tier involves a semi-automated approach where customers interact initially with AI-powered chatbots that handle basic questions. When the inquiries become more complex, a live agent takes over. Phone support is also available for customers favoring human contact. This blends AI and human interaction to handle a broader range of needs efficiently.
At the top tier, the smallest group of customers requires or prefers personalized, direct interaction with live representatives, addressing complex or sensitive issues best handled by humans.
Supporting these three tiers are the enabling internal processes, technologies, data, and employee expertise needed to deliver a seamless experience. For example, implementing video calls may require adopting new software, hardware, and specialized employee training.
This tiered system ensures that each customer gets the appropriate level of support while optimizing resource allocation through technology and human touch.
A recent analysis published by Deloitte Digital suggests that each layer of the CX pyramid requires different approaches and resources. About 88% of customers, as per data compiled by Tidio, want access to a self-service portal when shopping online. AI-powered customer self-service is used by 63% of businesses.
However, self-service should be viewed as part of an overall CX strategy, involving both humans and AI, rather than the be-all, end-all of the CX space. The authors of the Deloitte Digital analysis state that each layer of the CX pyramid requires different approaches and resources.
A process should be established through which employees can report aggression and exclude relevant customers from the option of a video call. No prior context is provided for the article.
[1] Deloitte Digital's tiered approach to CX, as proposed, balances self-service efficiency, AI automation, and human empathy in CX delivery, optimizing satisfaction and operational effectiveness.
[1] Technology plays a crucial role in Deloitte Digital's tiered approach to CX by enabling self-service portals, AI-powered chatbots, and video call tools, which are integral to delivering an efficient and empathetic customer experience.
[2] In order to ensure a safe and respectful environment for employees, a process should be implemented for reporting aggression from customers, potentially including the restriction of video call access for relevant individuals.
