Customer experience can be one of the most crucial aspects of a corporation since it is one of the few direct and constant gateways between the brand and the customer.
The experience that customers have with a call center is both an extension of the brand and their established relationship but also the company’s guarantee on the product sold. After all, if the customer isn’t sure how to use the product or if it isn’t working not only will the brand’s image of reliability be tarnished but a crisis can occur if not resolved in real-time.
When working with corporations in the medical industry, government, insurance, and many others where complex equipment is utilized and customer call center response times can be a matter of life and death, responding to calls accurately and within moments is crucial. For example, when call centers represent medical corporations a delay in service or error can literally shut down an emergency room, leaving patient healthcare at risk for numerous individuals. And adding to the complexity, medical equipment is regulated by the FDA and is often sold to hundreds of hospitals and medical facilities around the world spanning multiple businesses with varying processes. This creates a web of varying instructions per hospital that would change based on the type of equipment and situation. In a call center with these highly complicated conditions, accuracy and efficiency are key.
According to a recent Salesforce State of Marketing report, 68% of companies are competing on the sole basis of customer experience and Gartner states that 81% of businesses anticipate that CX will be a determining factor of competition in their market sector.
So how do large global corporations dealing with sensitive information transform CX?
The role of artificial intelligence in the CX experience will play a major role in the retrieval of responses faster and easier since the intuitive aspect of the technology can learn and predict the questions immediately. Search for answers and the capacity to receive the accurate information seamlessly is one of the most important factors is responsive CX. Additionally, all too often companies have information scattered among multiple databases and spreadsheets, and in call centers that receive hundreds of thousands of calls a year, a system as such leaves room for error, even among the best representatives. To streamline all answers, especially in businesses that have a myriad of products and services, it is important to have all the information in a single knowledge-based management platform so that representatives can easily access what they need, when they need it.
In fact in a recent Gartner survey, the top emerging technology that will leave the biggest mark on the CX industry in the next three years is artificial intelligence. Artificial intelligence and machine learning provide the intuitive approach to knowledge-based management.
As stated by Gartner Research Vice President Olive Huang, “Extend your spending to different technologies as your CX maturity increases, paying particular attention to customer analytics investments.”
AI-centric knowledge-based management technology that can accurately respond to questions at the right moments and within seconds will provide customers will the reliability they need at critical times. And create the business impact your business needs at all times.
About the Author
Sagi Eliyahu serves as the CEO of KMS Lighthouse, a knowledge-based platform that delivers accurate information quickly and easily so that corporations can make smarter, faster decisions that drive better business results. Sagi brings to KMS Lighthouse vast experience in transforming advanced IT capabilities into business achievements. In addition to his duties at KMS Lighthouse, Sagi has spent 16 years as Vice President of International Business with Aman Computers, a global IT provider that employees globally more than 2000 professionals. Aman Computers specializes in providing advanced services and products in the fields of data integration, virtualization and networking, cybersecurity, command and control, software development, knowledge management, and many more. At Aman, he has led the establishment of new international company branches in the UK, Russia, Poland, North America and others, all conducting highly successful local operations with customers in a wide range of industries including banking, telecom and the public sector.
Before Aman, Sagi worked in corporate finance at KMPG, managing the technological financial consulting division. Sagi is a certified CPA and has an MBA degree from the College of Management Academic Studies in Israel, where he majored in the management of technological corporations.