Many retailers provide inconsistent customer support, pre- and post-purchase, with a limited view of inventory and less anticipation of customers and their needs from one touchpoint to the next. There is also little pre-emptive action, and no ability to escalate proactive processes autonomically. Support is conceived in limited terms of taking corrective actions post-purchase or answering questions in response to customer concerns. There is limited analytical insight into customer frustration caused by process configurations, which are difficult to correct.
Goals & Objectives for Digital Transformation
Shift customer support to enhancing the use and enjoyment of products, supported by digital services embedded in products or from an ecosystem of seller and third-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.
- Customer 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
- Purchasing and inventory management apps, simplified workflows
Enhance customer experience and achieve customer relationship management and loyalty program goals—e.g., lifetime value and increased retention through consistently contextual and relevant interactions in the stream of life. Leverage consumer mobile digital screens supported by a network that processes, mines, and analyzes a broad spectrum of real and near-real-time data through the customer journey.