Inconsistent customer support pre- and post-purchase with limited view and less anticipation of the customer and their needs from one touchpoint to the next, little pre-emptive actions, and no ability to escalate proactive processes autonomically. Support simply conceieved in limited terms of taking corrective actions post hoc or answering questions in response to customer concerns, and advancing the customer journey along the consideration-purchase-delivery-return process. Limited if any analytical insights into customer frustration caused by process configurations–correction of which is impaired.
Goals and Objectives
Focus of omni-experience customer support shifted to enhancing use and enjoyment of products, supported by digital services embeded in products or from ecosystem of seller and 3rd party apps. Support of the customer journey continues but in a secondary role facilitated by real time information and analytics to improve the support experience. Customer support is predictively focused on pre-empting problems, not reactively solving them. Intelligent agents handle FAQ and other traditional customer support tasks.
Custoemr contact process and case management tools, customer journey configuration and analytics, AI-enabled chatbots and robots, multi-touch engagement including social, chat, email, phone, SMS, and voice.
Use Case Summary
Creating a proactive omnichannel approach to customer care that understands consumer shopping context and recommends personalized actions through the customer journey and in the stream of life.