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会话IVR - Gateway for Customer Success - Chapter 1: Comprehending the stumbling blocks



The growing demand for customer success, and the decision maker’s adoption of AI and emerging technologies makes the biggest impact on organizations. Understanding the pain points in the path to customer success is the first step in solving the problem.

Why transforming customer service or the IT service help desk is important

Remember the last time you called customer service support and faced a challenge in selecting the right menu, and later had to wait in queue to speak to a service agent again? As an end customer, most of us would have experienced this multiple times in different context for various types of services.

Traditionally, in order to improve customer experience, a service desk plays a key role. According to Gartner’s study on CX projects 2019, emerging technologies are expected to have the biggest impact on customer experience projects in the next three years.

According to the research published by Microsoft on the Global Customer Service, 58% of customers feel the importance of Customer Experience (CX), while 61% of them stopped doing business with a brand due to poor CX. In case of End User Computing IT services, customer experience still remains the focused area. In addition, there is a clear focus on increasing service desk efficiency and reducing costs.

With the proliferation of digital engagement, customer expectations have changed with time. They expect to interact with brands on their fingertips 24x7 across various channels to resolve their problems and queries, in a personalized manner. This drives customer service leaders to re-visit their strategy and look at things differently.

What is the current challenge in traditional customer service?

One of the key pillars to develop a customer success strategy is ‘Customer Service.’ Most traditional customer service or IT service desks are managed through agents or IT support teams from different call centers across the globe over voice telephony service. To provide better customer support, many organizations rely on traditional telephony / Interactive Voice Response (IVR) systems, supported by live agents.

To gain a better understanding of the challenges in the customer / IT service space, the analysis was carried out based on two aspects -

  • Customer-centric problems
  • Business-centric problems

While customer-centric problems are identified through primary research using a survey, business-centric problems are identified using secondary research.

Customer-centric problems - research highlights and findings:

The research was carried out through an online survey primarily comprising urban English-speaking users and was targeted at understanding the customer experience on various occasions.

There were 700+ respondents and 84% of them were below the age group of 40. The survey covers different customer behaviors and their expectations during customer support.

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