Dare to Digitise Webinar – How can technology transform customer vulnerability?

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byHayfa Bukhari

During our very first webinar, we discussed practical ways in which companies can better identify customer vulnerability, understand how it changes over time and what tools businesses can use to leverage insights and data to better service those who are in vulnerable situations to achieve the best outcomes. 

 

We give you a roundup on what was discussed and why technology is the way forward. Below are our 4 top takeaways…

 

The importance of technology to help train staff to better deal with vulnerable customers

Technologies like speech analytics, not only help customer service representatives more accurately identify vulnerable customers but it frees them up from distracting tasks such as trying to determine what particular vulnerability category their customer might fall into.  By allowing technology to do these tasks, it allows agents to be more present on calls to do the things that only a human can do: listen, understand, be empathetic and, as a result, provide better service.

Re-humanising the customer service experience

There has been a trend especially in large organisations to reduce customer service to a very functional, transactional process that is replicable, highly efficient and manageable.  This has resulted in a ‘dehumanising’ of a lot of processes.  We need to re-humanise the process and get businesses to re-articulate, from a board level, what their social purpose is.  Which is to provide a service to individuals.  Technology should be there to help agents provide effective service to customers, not just hit call volume KPIs. 

 

Digitisation success will rely on collaboration

Companies need to look at how digital solutions best fit things like communications channels, methods of identifying vulnerable customers and staff training.  All of these aspects need to work together if companies are to achieve better service.  There is not one piece of technology or one simple solution that will be the silver bullet, but there are now clear ways of addressing challenges and gradually improving situations. 

 

Addressing vulnerability is not a one size fits all approach

Vulnerability is changing.  New vulnerabilities are emerging. The key is in how organisations are communicating these trends and changes back to the people that deal with customers. Currently organisations might roll out a new training programme after they’ve felt the impact of an emerging vulnerability trend.  What digitisation and technologies such as speech analytics can do is identify trends and pick up on indicators and get in front of a new vulnerability trend before it emerges in full. This will allow companies to respond faster and in a more informed way, supporting contact centre agents with this information and additional training and resources.

 

If you would like to watch the webinar, then take a look at our video 

https://www.youtube.com/watch?v=8MGts2JUCLw&t=168s

To learn more about what we do and what we are up to visit our website

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