Customer Experience in a Digital Revolution

Explore how businesses are redefining customer experience and employee engagement in the digital revolution, leveraging AI, machine learning and quantum computing to create personalised, seamless interactions while balancing innovation with customer needs.

In the wake of the global pandemic, the landscape of customer experience and employee engagement has undergone a profound transformation. 

Businesses are grappling with the challenges and opportunities presented by flexible working arrangements, shifting attitudes towards brands and experiences and the rapid integration of emerging technologies like artificial intelligence, machine learning and the imminent arrival of quantum computing.

With Brigid Nzekwu moderating, the panellists included:

• Rachel Armstrong, Design Studio Partner, Globant
• Sabah Carter, Chief Data, Intelligence and Technology Officer, FSCS
• Carolina Restrepo, Products, Technology and Innovation Manager, Vanderlande
• Rob O’Brien, Head of International Technology, ITV Studios, ITV

Customer experience in a digital revolution: overview

• Ownership of customer experience: a collaborative endeavour
• Customer experience personalisation and the human touch
• Managing risk and embracing continuous improvement
• Future directions in a digital revolution

Ownership of customer experience: a collaborative endeavour

The roundtable kicked off with a fundamental linked question: 

Who owns customer experience, and how should organisations collaborate internally to enhance it?

The consensus among participants was clear: customer experience ownership should be shared across the organisation. From top-level executives to frontline employees, everyone plays a crucial role in shaping the customer journey.

Rachel Armstrong, Design Studio Partner at Globant, argued that the success of customer experience hinges on how the customer feels at “every interaction and touchpoint across the board”. This sentiment resonated throughout the discussion, emphasising the need for a collective effort across departments, including technology, digital, marketing and brand management.

“From the bottom up, organisations need to give the autonomy to employees that have direct influence with customers so they can solve problems but bring that insight up into the organisation. And top down it's around creating that customer experience strategy and that vision, but utilising that insight that's been brought up from the bottom.”

Empowering frontline employees with autonomy was highlighted as a key strategy for fostering customer-centricity. By entrusting employees with the authority to solve problems and gather insights from customer interactions, organisations can bridge the gap between top-down strategies and bottom-up feedback loops.

Customer experience personalisation and the human touch

The focus shifted to the role of personalisation in customer experience. 

The panellists underscored the importance of coupling emerging technologies like AI with a human-centric approach. Rather than relying solely on product-based models, businesses should strive to create nuanced experiences tailored to individuals' needs and life stages.

The panellists delved into the challenges of upskilling organisations to meet the growing demand for technical proficiency at all levels. Recognising the imperative to integrate AI seamlessly into operations, the panellists emphasised a shift towards embedding AI capabilities across the organisation rather than isolating them.

Sabah Carter, Chief Data, Intelligence and Technology Officer at FSCS,  referred to the use of AI companion devices to deliver invisible experiences seamlessly - Rabbit R1 in this case.

“I think that we all need to start thinking about how these kinds of non-obtrusive screens fit into experiences for customers and how we can leverage that technology going forward.” By leveraging voice technology and AI algorithms, organisations can anticipate customer needs and provide contextually relevant assistance across multiple channels.

However, amidst the excitement surrounding AI and automation, participants emphasised the enduring value of human touchpoints. From vulnerable customers seeking reassurance to complex service inquiries requiring empathy, striking the right balance between automation and human intervention emerged as a critical challenge.

Managing risk and embracing continuous improvement

Throughout the debate, the theme of risk management loomed over the panellists. 

They acknowledged the inevitability of failures and the importance of fostering a culture that embraces innovation while mitigating potential risks. Whether experimenting with new technologies or redesigning internal processes, organisations must prioritise continuous improvement and agility.

Amid the conversation, transparency emerged as a guiding principle in navigating the complexities of personalisation and data-driven customer experience. Sabah commented: “We are very transparent from the start. We will say what tools we are using, who you are speaking to, how we are going to use the data almost to the extent of too much disclosure.”

As businesses harness customer data to tailor experiences, they must uphold rigorous standards of data privacy and transparency. Open communication with customers regarding data usage and personalisation strategies is paramount to building trust and loyalty.

Future directions in a digital revolution

The panellists reflected on the evolving landscape of customer experience and the challenges that lie ahead. Balancing innovation with customer needs emerged as a recurring theme, highlighting the balance between technological advancement and human-centric design.

Carolina underscored the significance of balancing innovation with foundational capabilities, advocating for a holistic approach that prioritises both. She emphasised the need to leverage data effectively to personalise customer experiences and optimise operational efficiency.

Looking ahead, businesses must continue to prioritise customer-centricity while leveraging emerging technologies to enhance experiences. By fostering collaboration across departments, embracing risk and innovation, and maintaining transparency with customers, organisations can navigate the complexities of the post-pandemic era and deliver unparalleled customer experiences in the digital age.

“When we're talking about emerging technologies as part of customer experience, It's important that we start thinking about our guardrails.” 

ITV’s Rob O’Brien highlighted the critical role of guardrails in guiding the responsible use of emerging technologies, cautioning against overreliance on AI without careful consideration of ethical and legal implications. He emphasised the importance of aligning technological advancements with customer needs and maintaining consistency in service delivery.

The panellists offered valuable insights into the multifaceted nature of customer experience and the evolving role of technology in shaping it. As businesses adapt to the realities of the post-pandemic world, the pursuit of customer-centricity remains paramount, driving innovation and growth in the digital revolution. 

“In order to innovate you need to be able to allow some failure … it comes hand in hand.”

This roundtable was made in partnership with Globant.