Rafael Domene is senior partner at Peppers & Rogers Group EMEA Rafael Domene is senior partner at Peppers & Rogers Group EMEA

By Rafael Domene

ZERO unwanted contacts to customer care centres may sound like an unachievable utopia. But it’s possible. When customers solve their own issues on their own terms using channels they prefer, the results are astounding: We’ve seen a nearly 95% reduction in operational cost to serve customers, up to 73% reduction in the number of interactions with the contact centres and retail stores, and 80% efficiency improvement on those who do reach out.

Customer journey mapping is designed to create the ideal path for customers to travel to solve different issues. It is a great step towards a frictionless approach that definitely will improve our customers’ experience by reducing the effort required from them.

Yet identifying and anticipating customer service needs in order to proactively address them is a very challenging task. In the past, it has been a manual process that took time to design and implement. Now, however, there are advanced data and automation tools available to improve the speed, accuracy, and customisation of customer journeys.

We, at Peppers & Rogers Group have integrated data tools including advanced analytics, AI (Artificial Intelligence), machine learning and robotic process automation with customer lifecycle management, value analysis, and ongoing customer engagement strategies to create an end-to-end, automatic approach to customer journey mapping. Our decades of experience in handling big data, customer lifecycle management and customer operations as part of overall customer engagement allows us to deeply understand the needs of both clients and their customers in operations worldwide.

The result is a tool that leverages all data available in the organisation about customers to identify their existing real customer journeys and understand the inefficiencies/reasons for unwanted interactions.

How it works

First, the information is used to reactively identify and understand the reason for the call or the contact and support the front line agent on how to address and solve it in the most efficient way. Process automation plays a key role here not just to drive the agent, but also to improve the quality and the amount of data captured during the interaction.

Next, the tool will start learning, which will allow us to proactively address the root causes of the interactions that we aim to eliminate. The information provided to the organisation is valuable in terms of customer experience, while also serving as a great source to improve the organisation itself.

The end result of putting together all these capabilities inside any organisation is a huge improvement in customer experience by reducing the effort required from clients and customers alike. Of course, this scales into an enormous cost savings as a result of a deep and sustainable improvement of the operations.