Conversational CX helps businesses unlock the door to growth

Over the past few years, it has become clear that digitalization is the key to unlocking business growth. The need for convenience and ease is driving businesses to pay more attention to customer relationships and conversations are key. CX is the competitive differentiator in a data driven world. Businesses are turning customer service into an engine of growth. In an interview with Vasudeva Rao Munnaruli, RVP India and SAARC, Zendeskit sheds light on how changes in industries are bringing growth to the fore and scaling through customer experience can be the catalyst businesses need.

The conversational customer experience is quickly becoming the preferred means of communication for customers and businesses. And we’re seeing the proliferation of chatbot services that businesses are adopting, but many aren’t intuitive enough. How is Zendesk helping solve this pressing issue?

Chatbots are often the first point of contact for customers and are a hallmark of modern customer support experiences. Few brands use sophisticated, undetectable robots that pass the Turing test. It is true that automations such as chatbots greatly help customer support agents, but it is also important for companies to understand what their customers want and adapt this technology to their needs. Businesses should take a look at the most common queries, pain points and also possible questions that might arise during a conversation while deploying a chatbot.

Zendesk’s approach to conversational customer experience connects the front and back office to deliver a full suite of real-time data and intelligent services that support effective customer engagement. This is important because customers don’t want to customize their messages based on a chatbot’s capabilities. It is up to companies to ensure that the bots they deploy can interpret customer requests and detect slang, abbreviations and typos while understanding the context of the conversation. We achieve this by leveraging two main types of AI: natural language processing and machine learning. This deep learning model allows bots to learn from every customer interaction and train themselves to deliver personalized content with every solved ticket. AI chatbots are almost always successful when they can learn from thousands of service interactions.

How can businesses benefit from conversational data orchestration?

Conversational data orchestration allows companies to integrate their CX solutions with other systems and applications. In a digitally driven world, organizations have large amounts of data, whether in legacy systems, cloud-based tools, data warehouses, etc. Conversational data orchestration enables businesses to quickly access data, understand what type of data exists, where it comes from, and the relationship between data objects. It unifies data on a real-time platform and makes the data available to the tools that need it.

Conversational data orchestration enables organizations to create an environment for scaling customer conversations by connecting processes, event data, and custom logic. For example, it acts as a link between the support teams and the user of the CX solution, allowing the support teams to build better relationships with customers.

How do conversational channels and analytics help condense their marketing and sales tech stacks?

Customers want businesses to know who they are, where they’ve been, and what they expect from the brand. Knowing the behavior of customers makes the conversation more natural, as if they were talking to family or friends. When conversational channels such as social messaging platforms are integrated with customer data, businesses can provide customers with the convenience they expect. Conversational channels and analytics help businesses turn conversations into revenue with data-driven insights. If your CX solution has custom reporting capabilities in addition to analytics, it enables marketing and sales teams to handle high volumes and analyze historical trends on a unified platform. A unified platform also allows teams to contact customers on the channels they prefer and automatically capture every interaction on one platform, where it can be managed, tracked and reported. This reduces the need for multiple technology stacks, creating an agile workflow and minimizing technology fatigue.

There are myriad tech stacks that remote and hybrid workers use to navigate a perimeter-free workplace. What should CIOs keep in mind when choosing the right technology that unifies HR, finance, operations, IT, and other support teams?

Employees are constantly being asked to do more year after year as remote and hybrid work models have become the new norm. They use multiple tech stacks for the workflow, which could lead to tech fatigue. While choosing the right technology, CIOs should choose tools that create efficient processes and increase employee satisfaction, with measurable data and results that can be shared with senior executives. The technology should be easy to use and include features like organizing and prioritizing employee requests, allowing internal teams to focus on large-scale tasks.

A single source of truth for HR, finance, operations, IT, and other support teams enables employees to resolve their issues seamlessly on a single platform. While striving for a unified solution, CIOs need to ensure that technology can resolve employee issues seamlessly without having to struggle through an endless chain of back-and-forth emails. Combined with analytics, the technology can give team members insight into the types of employee cases that are recurring. This paves the way for finding preventative solutions and creating standardized processes for solving common problems, eliminating repetitive tasks.

Employees obviously access dozens of applications and programs throughout the day to do their jobs, including in-house software. This creates many opportunities for technical issues. When employees have problems, it pays to use an organized system to resolve them. A unified platform enables IT teams to track and resolve issues from different channels in a single workspace. It also simplifies workflows and extends team bandwidth, as employees can focus on more strategic tasks.

How does a unified platform help improve the employee experience?

As companies look to simplify the customer experience, they need to close communication gaps with employees to deliver an agile, personalized, and data-driven experience. According Zendesk Search, tickets filed by enterprise employees jumped 31% in 2021, nearly double the rates seen by customer-facing support teams in B2B and B2C enterprises. There is a case to be made about a direct link between employee service and business growth, as happy employees translate to happy customers. That’s why CIOs need to choose technology for internal support wisely. A solution that integrates self-service and use case management, gives employee support teams a single source of truth for HR, finance, operations, IT and other support teams . Technology solutions should eliminate duplication, friction, and unnecessary administrative processes, making it easier for employees to access critical information, resources, and services. Additionally, if a single solution also incorporates insights to understand trends and emerging issues, it can continuously improve the employee experience.

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