When it comes to being valuable AND valued by customers, time saved is only one part of the equation
Whether you’re comparing getting a mortgage quote from a chatbot to speaking to a broker in person or booking a flight online vs. via Alexa, there’s a strong argument ‘tech’ clearly adds value for customers because it helps them save time. But when it comes to being valuable and valued by your customers, time saved is only one part of the equation.
For customers, yes absolutely the technology needs to feel seamless. It’s an enabler that facilitates easy transactions. Interestingly though, year-after-year, customers in our annual CX study tell us that what’s most important to them is that they feel they’re getting value for money, that the service feels trustworthy and that they themselves are valued. These are important human emotions that shouldn’t be overlooked, and it’s possible to design for these emotions – even when customers are interacting with technology.
Engine co-founder, Joe Heapy speaks to Real Business Magazine about what businesses should focus on to achieve the right human-bot mix for customers.
"The opportunity is in mastering the human and robot mix. To do this requires applying a more complete understanding of what people value and an approach to designing services that results in an experience that pushes more emotional buttons – in a good way.
Brands that do well master the technology and the ability to connect with customers emotionally, to excite and to genuinely care for their customers. It’s not either/or."
Read the full article here.