HomeInterviewsExclusive: Technology and empathy keys to CX success
By Hadi Khatib
August 26, 2022 9:49 am

Exclusive: Technology and empathy keys to CX success

Simplify the experience and lower the cost
Amr AlMasri, Regional Director, Genesys, Middle East

Companies need to move at the speed of the customer, which means keeping pace with the latest CX strategies, technologies, and trends, while keeping costs in check.

In an exclusive interview with Economy Middle East, Amr AlMasri, Regional Director, Genesys, Middle East, provides insights and stats related to how to achieve this.

Genesys is a company that helps deliver proactive, predictive, and hyper-personalized experiences to deepen customer connections.

We asked:

1- How can enterprises elevate customer experiences using AI?


According to 70% of consumers, a firm is only as good as its service. Understanding customer intent can help you achieve optimal results in service interactions more proactively and predictably. Businesses frequently use chatbots and AI to comprehend consumer intent and streamline interactions to provide a positive customer experience. Furthermore, organizations can discover patterns in customer conversations by employing voice and text analytics. For instance, when a customer calls a contact center and uses the voice automation system, speech analysis AI analyzes the customer’s word choice, energy, and tone to detect emotion. Companies can then use that data to train AI to better understand and respond to customers.

2- What is the importance of understanding digital customer journey management?


Customer journey management is the process of leveraging behavioral patterns and technology to improve the customer experience. The process aims to minimize customers’ efforts across all channels and touchpoints, guaranteeing a seamless experience every time a customer interacts with the organization.

Managing customer journeys provides organizations with a framework for delivering the experiences that customers expect while also influencing the metrics and outcomes that matter most. Moreover, a journey management program enables businesses to assess, monitor, and optimize customer experiences.

Furthermore, organizations can expedite their Digital Transformation by providing their customers the simple digital experiences they desire while simultaneously minimizing costly and frequently tedious human interactions. Understanding client journeys enables agents to improve customer service while lowering call center metrics such as call time and repeat calls.

Today, experiences, rather than products and services, are more likely to capture customers’ hearts. Finally, customer journey management makes it simple to track journeys and identify voluntary and involuntary churn indicators.

3- Why does employee satisfaction matter in improving digital customer experiences?


Customer and employee experiences are inextricably linked, and the customer experience is only as excellent as the employees who provide it.

Customers that have a pleasant experience with a brand or organization are more likely to remain loyal. This applies to employees as well. Agents who are driven, engaged, and empowered in their employment are happier and more content with their positions, deliver better customer service, and are more likely to stay with the company. This decreases agent turnover and the costs associated with onboarding and training new personnel.

At a time when employee retention is more tenuous than ever, businesses need technologies that go beyond enhancing agent productivity. They require technologies that promote agent engagement by providing all of the necessary content and context required to deliver empathic customer experiences.

4- Why is listening the key to empathy in customer experiences?


“Listening” to customers and employees today might be difficult. It entails tracking not only what customers tell organizations but also how they interact with customer experience channels and how they feel. It is also a necessary step toward demonstrating empathy in consumer interactions.

Listening should ideally employ advanced analytics and artificial intelligence (AI) to effectively identify challenges and opportunities. It’s the first step toward incorporating feedback and insight into consumer and employee experiences and makes clients feel known and understood, so they don’t have to repeat themselves. Furthermore, it enables agents to establish rapport with customers and boost personalization.

Without a systematic, comprehensive listening approach, customers and employees may feel misunderstood or, worse, ignored. However, over half of businesses lack customer identification information during real-time digital and voice transactions.

This is where “Systems of Listening” and the technology that supports them come in. These systems should collect data from any client touch-point, whether a website, digital channel, social platform, contact center or IoT device. It should also include event data, such as whether a customer’s delivery was on time, if their issue was resolved, or if an external incident affected them.

5- What role does personalization play in improving CX?


Customers’ relationships with businesses, as well as their expectations from interactions, have changed significantly. Customers increasingly expect brands to provide no-frills, highly tailored, and instant experiences on their terms.

Understanding client expectations is the first step in personalization. One of the most essential aspects that most businesses lack in their contact centers is a unified vision of the customer, which is a comprehensive view that allows businesses to identify, visualize, and analyze their target consumer groups’ needs, wants, and preferences on an individual and holistic basis.

The number one strategic initiative for CX leaders is using data and AI for customer understanding and personalization. Loyalty and trust are the rewards for removing client pain points, demonstrating that they are heard and understood, and offering prompt, effective, and proactive service.