Sriniketh Chakravarthi, Chief Executive Officer, Apexon India
Customer experience is everything for a business. Regardless of the millions spent in the development and advertising of products and services, the overall experience a customer gets while interacting remains the top priority for businesses.
However, the pandemic and the consequent lockdowns have altered customer expectations. According to a McKinsey report, 80% of companies believe that their core business model should be digitised to keep up with market realities, resulting in major companies replacing or improving traditional in-store experiences and customer service with digital alternatives.
While digitisation offers ease and convenience, human-based engagement will remain unparalleled when creating an emotional connection. Human interaction builds rapport, trust, and empathy to create differentiation among multitudes of digital interactions and can go a long way in removing complexity and confusion. By conflating digitisation and human-based engagement, businesses can achieve a human-first digital approach. When technology is embedded with human-like capabilities, the overall result optimises the deliverables and interactions designed to occur between a company and a person.
Augmenting sectors
Many important industries are undergoing a gradual yet powerful transformation with the human-first digital approach.
Healthcare
Medical trials often get complicated as research associates depend on obsolete data collection techniques (like spreadsheets) for documenting and managing their trials. It caused poor patient engagement, resulting in 40% of medical trials facing difficulties with enrolment, 30% of patient dropouts—since they do not fully understand what they are getting into, and 85% of medical trials failing to retain enough patients. By implementing products and technologies such as augmented biosensors and Automated Customer Engagement respectively, service providers from the sector can offer research associates a highly personalised and comprehensive package of data automation services, thereby providing them with a gamut of convenient solutions.
In addition, companies that use modern digital healthcare tools that have incorporated the human-first digital approach are benefitting both healthcare professionals and patients. Some of these include remote monitoring systems, telemedicine, and hospital data management services. Healthcare employees will be presented with enough patient information at the right time, while patients don’t have to worry about appointment delays, non-availability of medicines, and inaccessibility of hospitals.
Banking Finance Services and Insurances (BFSI)
Banks and other financial institutions are swamped with customer calls every day. By incorporating technologies such as conversational engines, user engagement can be personalised. Conversation engines use sentiment analysis and Artificial Intelligence (AI) to create intuitive virtual assistants that carry out natural, responsive, and contextual conversations. They enable customers to handle incoming questions for multiple financial services, big or small, allowing contact centers of financial organisations to achieve higher call containment rates.
Additionally, by combining open banking with omnichannel banking, organisations can integrate their services with versatile technologies that emulate and optimise human characteristics. According to a study, 89% of customers are likely to stick with a company that provides a good omnichannel experience.
Retail
The pandemic has led consumers to shift their shopping needs online, leading retail companies to re-imagine in-store experiences. A recent Accenture report stated that nearly half of all adults would less likely shop at a store because of poor user experience. Companies should thoughtfully recalibrate their interactions with customers and focus on providing them with exceptional offline and digital experiences. This includes setting up functionally engaging ideas such as interactive in-store displays with product details.
Companies should also experiment with automated technologies such as AI and Augmented Reality (AR) to provide shoppers with a more liberating experience when making their potential purchases. This will allow customers to ‘feel’ the product’s authenticity, improving brand loyalty.
Power to the people
While technologies designed with a human-first digital approach can greatly benefit industries, they can also be implemented to bridge skill gaps for people. According to a Harvard study, about 16% of the world’s adult population is deprived of education, with regional rates reaching as high as 30% in some areas. By supplying them with devices that have conversational engines, millions will gain access to computers and other electronic systems that have previously required typing and other skilled forms of communication.
In addition, these technologies can help people who are not tech-savvy to communicate with devices to extend their job search and look for better employment alternatives.
On the other hand, connected technologies can be utilised to close skills gaps in many sectors. In manufacturing, for example, new technologies like 3D printers and systems in predictive maintenance are automated to perform their designated tasks. However, they still need people to manage them. Thus, potential employees can be upskilled for such responsibilities, enabling them to deliver value through their roles. This human-centric approach of providing technological leverage can also greatly help companies with talent acquisition.
Human involvement is typical throughout the start-to-finish stage of a product or service, which comprises identifying context-sensitive problems, brainstorming, conceptualisation, developing, and executing a solution. Organisations across different verticals need to implement the said approach within their various departments of expertise, to greatly benefit customers from all aspects.
About 73% of business leaders believe that delivering a solid customer experience is essential to the overall success of their organisation. With the constant onslaught of technological developments and growing emphasis on implementing automation, companies today have more possibilities than ever to provide a stellar customer experience.
By prioritising the human-first digital approach, they can achieve it in its peak form.
Customer experience is everything for a business. Regardless of the millions spent in the development and advertising of products and services, the overall experience a customer gets while interacting remains the top priority for businesses.
However, the pandemic and the consequent lockdowns have altered customer expectations. According to a McKinsey report, 80% of companies believe that their core business model should be digitised to keep up with market realities, resulting in major companies replacing or improving traditional in-store experiences and customer service with digital alternatives.
While digitisation offers ease and convenience, human-based engagement will remain unparalleled when creating an emotional connection. Human interaction builds rapport, trust, and empathy to create differentiation among multitudes of digital interactions and can go a long way in removing complexity and confusion. By conflating digitisation and human-based engagement, businesses can achieve a human-first digital approach. When technology is embedded with human-like capabilities, the overall result optimises the deliverables and interactions designed to occur between a company and a person.
Augmenting sectors
Many important industries are undergoing a gradual yet powerful transformation with the human-first digital approach.
Healthcare
Medical trials often get complicated as research associates depend on obsolete data collection techniques (like spreadsheets) for documenting and managing their trials. It caused poor patient engagement, resulting in 40% of medical trials facing difficulties with enrolment, 30% of patient dropouts—since they do not fully understand what they are getting into, and 85% of medical trials failing to retain enough patients. By implementing products and technologies such as augmented biosensors and Automated Customer Engagement respectively, service providers from the sector can offer research associates a highly personalised and comprehensive package of data automation services, thereby providing them with a gamut of convenient solutions.
In addition, companies that use modern digital healthcare tools that have incorporated the human-first digital approach are benefitting both healthcare professionals and patients. Some of these include remote monitoring systems, telemedicine, and hospital data management services. Healthcare employees will be presented with enough patient information at the right time, while patients don’t have to worry about appointment delays, non-availability of medicines, and inaccessibility of hospitals.
Banking Finance Services and Insurances (BFSI)
Banks and other financial institutions are swamped with customer calls every day. By incorporating technologies such as conversational engines, user engagement can be personalised. Conversation engines use sentiment analysis and Artificial Intelligence (AI) to create intuitive virtual assistants that carry out natural, responsive, and contextual conversations. They enable customers to handle incoming questions for multiple financial services, big or small, allowing contact centers of financial organisations to achieve higher call containment rates.
Additionally, by combining open banking with omnichannel banking, organisations can integrate their services with versatile technologies that emulate and optimise human characteristics. According to a study, 89% of customers are likely to stick with a company that provides a good omnichannel experience.
Retail
The pandemic has led consumers to shift their shopping needs online, leading retail companies to re-imagine in-store experiences. A recent Accenture report stated that nearly half of all adults would less likely shop at a store because of poor user experience. Companies should thoughtfully recalibrate their interactions with customers and focus on providing them with exceptional offline and digital experiences. This includes setting up functionally engaging ideas such as interactive in-store displays with product details.
Companies should also experiment with automated technologies such as AI and Augmented Reality (AR) to provide shoppers with a more liberating experience when making their potential purchases. This will allow customers to ‘feel’ the product’s authenticity, improving brand loyalty.
Power to the people
While technologies designed with a human-first digital approach can greatly benefit industries, they can also be implemented to bridge skill gaps for people. According to a Harvard study, about 16% of the world’s adult population is deprived of education, with regional rates reaching as high as 30% in some areas. By supplying them with devices that have conversational engines, millions will gain access to computers and other electronic systems that have previously required typing and other skilled forms of communication.
In addition, these technologies can help people who are not tech-savvy to communicate with devices to extend their job search and look for better employment alternatives.
On the other hand, connected technologies can be utilised to close skills gaps in many sectors. In manufacturing, for example, new technologies like 3D printers and systems in predictive maintenance are automated to perform their designated tasks. However, they still need people to manage them. Thus, potential employees can be upskilled for such responsibilities, enabling them to deliver value through their roles. This human-centric approach of providing technological leverage can also greatly help companies with talent acquisition.
Human involvement is typical throughout the start-to-finish stage of a product or service, which comprises identifying context-sensitive problems, brainstorming, conceptualisation, developing, and executing a solution. Organisations across different verticals need to implement the said approach within their various departments of expertise, to greatly benefit customers from all aspects.
About 73% of business leaders believe that delivering a solid customer experience is essential to the overall success of their organisation. With the constant onslaught of technological developments and growing emphasis on implementing automation, companies today have more possibilities than ever to provide a stellar customer experience.
By prioritising the human-first digital approach, they can achieve it in its peak form.
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