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  • Writer's pictureBain & Company

Accelerate Your Digital Transformation With Less Risk

Digital Challenges

Your customers face many choices about how to address their specific needs. Often, the first effort they make is to find an answer online or use self-service technology. For example, they may start out on their mobile device and then access a specific mobile app or website. Another alternative is to opt into an agent-assisted chat, during which the customer may still be trying to self-serve via technology while chatting or waiting to speak to an agent. You need technology solutions that can be used at any point of this journey—before a customer gets to a contact center, as they’re interacting with self-service channels, or when they opt out to an agent for help with a highly complex issue. Here are three quick ideas to help you take the next step on your digital transformation journey


Digital engagement incorporates the full range of channels—from virtual agents or chat bots, to agent-assisted chat, social, knowledge tools, email, and even CRM tools. You should be able to proactively notify customers via messaging, SMS, email, and blended communication channels— and do so in a personalized way. Best-of-breed technologies build the right cross-channel context for customer journeys that help agents know more about the efforts the customer has made so far and manage cross-channel interactions in a personalized and proactive manner. When implementing or upgrading your digital capabilities, look for solutions that: • support improved customer engagement • provide the proper level of personalization for the customer across their touch points of choice • include an agent tool set uniquely designed to improve resolution, efficiency, and customer satisfaction Robotic process automation (RPA) solutions can boost operational and agent productivity, as well as help improve customer satisfaction through reducing agent handling times and improved accuracy of responses. RPA is also a perfect companion to agent desktop tools that make selling, fraud protection, compliance and payment processes more effective and efficient.


Personalization and context awareness across multiple channels is key to creating a low-effort, high satisfaction experience. 2018 Digital Attitudes and Behavior Research showed that about a quarter of customers need a second contact in their quest for resolution, whether it is due to functionality gaps, design, or customer ability. When this happens, customers are highly likely to switch to a different channel—in fact, 86% of customers who started in a self-service channel switched channels when their first attempt at resolution failed. When this occurs, you can expect more than a 10-point drop in satisfaction if you compare that group of switchers to others. Look for solutions that maintain the context of every interaction through every step of the customer journey and provide deep insights into those journeys to help you improve the customer experience, increase digital adoption and containment, and increase revenue.


Digital transformation can be a daunting task—especially when your results don’t live up to your expectations. Shifting mindset and business planning to an outcome-based view, you can identify ways to mitigate your risk. With this approach, you can get a clear understanding of your specific customer experience goals, and then mutually define a desirable and achievable outcome for the services and solutions that you and third-party vendors and service providers will deliver to address your goals. These agreed-upon outcomes are included in the contract agreement, with a reduced fee structure should a vendor or service provider fail to deliver the guaranteed results. This approach is compelling because it instills trust and reduces risk.

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