What Would Einstein Say About Customer Service Complexity?
Einstein’s theory of relativity, E=MC2, is known by every school child post 4th grade. By 6th grade most school children all are told what the letters stand for, but it is highly unlikely that they actually know what is means. Have you ever tried to describe to someone what the formula actually means? Here is the Wikipedia link, good luck.
Hiding Complexity takes Hard Work
Each time an additional channel is integrated into your customer service strategy, the complexity of your processes increases. As practitioners in describing complexity, we often work very hard to simplify and describe it using metaphors and stories, else people will not read what we have to say. Somewhere during attempts to explain, respect for complexity is lost and an oversimplification process begins. The result is that we are left holding the bag. The job of the Contact Center is to make the lives of our customers simpler and to focus on their experiences. The more we try to hide our internal process complexities from our customers (because, frankly they do not care), the harder we have to work.
According to Gartner, within the next 5 years more than half of contact centers will include some level of real time participation by customers in the service process. One interpretation of this is that social and collaborative technologies are more than just new channels or extra channels. How can (or should) a contact center deal with the insertion of these new real-time variables if they do not fit smoothly into the currently designed business processes? The modern contact center need to be able to “enable the contact centre worker to become a real-time advocate on behalf of the customer” (Steven Thurlow, CTO Sword-Ciboodle).
Is it Really that Hard?
Yes, but it is matter of perspective. If you go about trying to solve a problem which approach do you prefer? Do you prefer planning for the unexpected, possibly that the problem is slightly harder to solve than you anticipated? Or the reverse, at first glance it does not look too hard, thus you are sure it will not take much to solve (I call it the wishful thinking approach). In a recent Forrester report (author Kate Leggett), the most difficult type of contact to handle in the customer service contact center has high interaction complexity and high process complexity. Kate refers to this as Intelligent Dialogue, which describes it quite well. When I wrote a position piece on the topic last summer, the name I gave was not nearly as good. The concept is straight-forward to describe, but requires work to implement. Like any project done right, please do not skimp on planning and design hoping to ‘figure it out as you go along’.
During the next few years you will likely be able to automate more processes as you understand them better and they become repeatable, but more and more I believe a better word to use is optimized. When customer experience is involved the ‘automation’ word (and world) scare me a bit. Your customers are changing their habits quickly, I believe this trend will continue, you need to be able to be agile and change with them. Each business will need to decide which segments require a human evaluation, and which do not. It will be important to break down the essential elements (of a case or request) into discrete components, and allow contact center workers the capability to evaluate each component first in isolation, then together as part of the whole. Ideas like the sentiment, intent, tone, channel and dare I say ‘influence’ (Yeah, I know that one might raise some eyebrows) combined with pure informational elements; communications history, transaction history as well as other elements.
I am not trying to scare anyone, these are all solvable problems – I am simply requesting that you think about it.
- There is a Big Difference Between Can’t and Won’t
- Stop Thinking in Two Dimensions
- No Beginning, No Middle and No End
- Rethinking the Customer Journey
- The Simplest Thing I Ever Had to Write
- Context Integration, the Future of System to System Interactions
- The Evolution of Customer Community
- The Fine Line Between Personalization and Creepy
- Experience Innovation
- Maybe We are Using the Wrong Words to Describe Collaboration
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