5/11/2023 0 Comments High a vs highc![]() ![]() Of forcing customers down certain channels, the UK Customer Satisfaction Indexĭiscovered that customers who were able to use their preferred CX channel withĪn organisation were much more likely to be satisfied than those who wereįorced to a channel that they didn’t want. Visit a store or branch can be inconvenient for the customer and not the mostĬost-effective method of dealing with customers’ questions for the business. Speaking to a human agent because they can attain a level of nuanced reassurance,Ĭlarity and understanding otherwise unavailable in most self-service digitalĬhannels, or traditional call centre interactions. Thisĭigital exodus of so-called “digital misfits” creates frustrated customers and inflated Means customers must either start their journey from the beginning in aĬompletely different channel or drop out of the digital process altogether. To visit a store/ branch, stuck in long, laborious processes.Ĭustomers may discover that their banks or stores rarely offer a Plan B, which For example, approximately 80% said they preferred assisted channels when rectifying errors made by the bank, and around 70% expressed a preference for human help when obtaining answers to specific banking-related questions.Ĭomplete their online customer journey, they are likely to find themselvesĪlone, stranded in a sea of self-service communicating with AI bots, or, if forced With higher value or more complicated journeys, however, such as mortgage applications, research and advisory firm Celent found that customers often up reverting to more traditional (high touch) assistance. Now, self-service, high tech customer experiences are fine if the CX tech is intuitive and effortless to use, and/ or the customer journey and product are simple enough to be able to be understood and completed online, without assistance. ![]() Of both the old and the new… The Case for High Techįrom a business perspective, enterprises will often favour self-service channels as these allow them to serve customers at a fraction of the cost. Process, meaning that these high tech customer journeys are now sometimes moreĭifficult and less satisfying than the low tech, high touch (human) processesīefore we condemn one approach, we should first examine the relative benefits Journeys are also often missing the essential human part of a transaction or However, in this Brave New Digital World, customer Has certainly ushered in greater convenience than ever before, placingĬonsumers truly in the driving seat, where they can shop, bank, and learn 24/7/365įrom the comfort of their homes. The old must always make way for the new, of course, but does it always have to be high tech vs high touch? Wouldn’t it make more sense to combine the relative benefits of both approaches? In this Digital Age, high tech approaches to customer service and customer experience are often pitted against, and even seen as superior, to more traditional high touch, in-person interactions.
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