Changes driven by technology have dramatically altered the perception and expectation of both the “work experience” and the “customer experience.”
It is no longer enough to say technology has revolutionized the way people and companies operate. Instead, these changes have brought us to the cusp of new experiences, supported by new and emerging technologies.
The result is organizations need to consider the technologies they believe will have the most significant impact on their businesses and on their teams. Then, they must decide how to implement these technologies to advance effective enterprise communication and drive results.
An example of this is how mobile devices have eclipsed desktop computers as the platform defining our daily routine. Today, more than 5 billion people across the globe use mobile devices, and successful companies engage with employees and customers in ways that demonstrate an understanding of and appreciation for their needs and deliver a personalized end-user experience.
The mobile workforce
The idea of a mobile workforce has been a topic of conversation for years. After much discussion, it is here, and its arrival requires organizations to revisit their structures and implement systems that support their teams to work wherever is most convenient for them to deliver meaningful results.
Today, mobile working is more the standard than the exception, and 70% of workers don’t sit behind a desk daily, Deloitte research reveals. Employees at every level use technology for their daily tasks, to collaborate with colleagues and to interact with customers and prospects.
The same goes for employees who regularly commute to an office. They change locations throughout the day to move from a cubicle to a conference room to somewhere off-site. Similarly, remote workers change their locale throughout the day. For example, they might work from a coffee shop or their home for part of the day and run errands in between.
In both scenarios, workers often change their device. Regardless of their location, employees need to remain connected with their colleagues and access critical information in a bid to maintain their momentum.
The customer POV
Customers want experiences that are authentic and that are tailored to their needs and preferences. They measure organizations on their ability to meet and exceed their demands.
The currency that matters centers on customer experience because customers demand communication to be immediate and contextual and will judge businesses quickly on their inability to meet this new golden rule.
In fact, more than half (51%) of customers have switched companies because of a poor experience. Estimates indicate those unhappy customers cost U.S. businesses $537 billion a year, according to Vision Critical.
New solutions
Advanced technologies — such as artificial intelligence (AI), mobile interactions and live streaming enable more intelligent, seamless and even more human digital interactions. The ability to make cold interactions more relevant and real separates leaders from followers.
Many organizations have applied machine learning (ML) and AI to enhance their initiatives to use data intelligently and automate manual processes. Opting for this approach frees up a team’s time, allowing them to focus on further driving organizational innovation. This, in turn, drives results and leads to a positive customer experience.
As the general public becomes more empowered and more knowledgeable, technology such as AI can improve the experience for customers by using natural-language processing to understand human speech. Machine learning can continuously improve its programming based on real-world interactions and data.
Make it personal
These tools already power “bots” to provide more personalized and compelling customer experiences regardless of the channel or the device.
AI automates mundane processes and applies context and understanding to complex interactions. It also ensures customers find the information they need quickly and helps employees deliver maximum value whenever and wherever they engage with customers.
One apparent trend in customer engagement is the shift to digital interactions, according to research from Frost & Sullivan. While traditional voice, a high-touch and high-cost channel, is still a valuable channel, today’s buyers are frequently more interested in automated channels because they want access to help on their timeline and on their channel of choice.
Remain curious
Because every employee and every organization is unique, there are innumerable ways companies can harness technology. As technology continues to emerge, savvy organizations remain intrigued about finding new ways to leverage technology, especially when it comes to employees’ mobility.
As the next generation joins the workforce, they bring with them a new view of technology. Younger generations grew up in an always-on world, and as a result, they expect to remain connected regardless of the time of day and the location.
Technology is no longer a catchphrase. By leveraging the latest technology, organizations can more efficiently and more confidently navigate the ever-expanding number of digital channels and touchpoints while creating relevant and enjoyable experiences for everyone.
Harnessing the latest technology empowers teams to collaborate and communicate based on their unique needs.
