25 April 2024

Empowering partnerships: the future of customer experience. - guest blog by Jonas Berggren

Empowering partnerships: the future of customer experience. - guest blog by Jonas Berggren

The landscape of customer experience CX has undergone a dramatic transformation in recent years, largely due to the advent of GenAI. The buzz around it is deafening, but many businesses feel lost amidst the headlines. As we navigate this new terrain, the need for innovative approaches and partnerships has never been more critical. In this blog, I explore how digital solutions are reshaping CX and why embracing this change is essential for future success.

Historically, companies prioritized cost above all else when selecting a customer service partner. This often led to a narrow focus on the size of the contact center and the number of agents required. However, with the introduction of digital solutions, there's been a paradigm shift. Customer service now emphasizes a partnership-oriented approach, where providers are seen as mutually beneficial collaborators rather than mere subordinates.

This change is evident in the evolving nature of recent RFPs. Today, it is less about agent numbers and more about transformative solutions that blend AI-powered voice and chatbots, conversational analytics, AI agent assist, self-service tools, automated real-life translations, and human agents for complex queries.

The rapid evolution of customer service processes underscores the importance of partnering with providers with deep CX expertise and the ability to integrate the latest technologies. A holistic approach to CX solution-seeking opens doors to innovation, allowing companies and their partners to collaborate closely and develop a roadmap for transformation. This collaborative mindset is embodied in gainsharing models, which isn’t a new idea. This book about the globalization of services was published almost two decades ago and features an entire section on outsourcing and gainsharing - companies contracting with others and creating contracts that pay out the most for positive transformations that are positive for the customers. Such arrangements encourage solutions that genuinely enhance the customer experience by aligning the goals of both parties.

The GenAI era marks not just a new chapter but a completely new narrative in the story of customer experience. It offers the chance to redefine how value, understanding, and empowerment are delivered to customers. By adopting an open-minded approach and prioritizing collaboration, businesses can ensure that AI and CX become complementary forces that drive unprecedented levels of success.

To truly transform and elevate CX, companies must choose partners that bring not just technological expertise but a deep understanding of customer experience nuances and how to adapt these innovations most effectively.

The journey to integrating GenAI into your CX strategy goes far beyond the initial deployment of technology. It isn't a one-time project but an ongoing evolution of your customer service model. The transformational CX partners help you navigate the complexities of adopting new technologies while ensuring that these solutions genuinely enhance your customer interactions. They bring a blend of strategic vision, technical prowess, and a relentless focus on delivering exceptional customer experiences. Such partners don’t just respond to the current landscape but anticipate future trends, helping you stay ahead in the game.

Selecting the right CX partner is a critical decision for businesses aiming to integrate GenAI into their customer experience strategy. Several key factors should guide this choice:

  1. Industry Knowledge: A partner with expertise specific to your industry can offer insights and solutions that are more tailored and effective. They understand your sector's unique challenges and opportunities, enabling them to implement AI solutions that align with your business objectives and customer expectations.
  2. Proven Track Record: Look for partners with a demonstrated history of successful AI integration projects. This not only assures their capability to deliver but also provides valuable case studies and lessons learned that can be applied to your project.
  3. Collaborative Approach: A partner who works closely with your team can ensure that AI solutions are seamlessly integrated into your existing processes and culture. This collaboration is crucial for measuring success, identifying improvement areas, and adapting strategies as needed.
  4. Data-Driven Optimization: Continuous improvement is vital in the fast-paced world of AI and customer experience. Choose a partner who prioritizes data analysis and uses these insights to refine and optimize AI-powered solutions over time. This approach ensures that your CX strategy remains effective and competitive.

The buzz around GenAI signals a seismic shift in how businesses approach customer experience. Enterprises across industries are harnessing AI's capabilities to optimize operations, predict customer behavior, and personalize the overall CX. For the leaders at the forefront of CX, it is crucial to reevaluate partnerships and strategies to stay ahead in this race. However, merely relying on partners is not enough to stay competitive in such an environment. The focus should be on collaboration and being a true one team, where both parties work together towards a common goal of delivering exceptional customer service. Enterprises must cultivate relationships that are built on mutual trust, shared values, and a commitment to the long-term success of AI in CX.

Written by Jonas Berggren, Head Of Business Development NE

Jonas Berggren joined Transcom in 2020 as Head Of Business Development Northern Europe. Prior to this, Jonas was the co-founder and partner of Feedback Lab by Differ. Earlier in his career, Jonas held the position of CEO at Teleperformance Nordic.

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