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How to Navigate the Complexity of Digital Transformation


TTEC and Genesys recently hosted a webinar focused on ‘How to Navigate the Complexity of Digital Transformation.’ The guest speakers on the webinar were Gilles Talbot, Strategic Business Consulting Director at Genesys, and Ryan Swanger, SVP Solutions Factory at TTEC.

You can click here to view the on-demand version of the webinar.

This is an important subject because every business has faced a wave of rapid transformation since the Covid-19 pandemic changed the world. Many 3-5 years plans have been accelerated for implementation as soon as possible.

The webinar focused on several key aspects of transformation complexity:

  • Orchestrate Customer Journeys
  • Reduce Human Dependency for Customers and Employees
  • Enable a Channel-Less Customer Journey
  • Add Intelligence to Support Easy Contact Centre Interactions
  • Continuously Add Value with Actionable Analytics

The TTEC Head of EMEA, Alistair Niederer, recently wrote about the need to take a more orchestrated approach to planning customer experience. In particular the need to understand detailed customer journeys that extend beyond customer service processes alone.

This was where the initial discussion focused and throughout the webinar there were several polls allowing us to capture real-time ideas and opinion from the live audience. Gartner has suggested that around 30% of companies have mapped customer journeys, but they struggle to use the information. We asked the audience about this and saw a clear need to focus on making the entire customer journey as simple as possible and friction-free.

One of the discussion highlights was when Gilles gave an excellent and really practical example of how to use technology to decrease complexity for a customer. He said: “Ethiopian Airlines realised that when customers had a payment problem purchasing tickets on their website this is the most likely reason they will call. Using Genesis technology we started proactively offering a chat session to those customers with payment issues, instead of waiting for them to call.”

That’s a great example. Not only is effort deflected from the contact centre, but the customer feels that they are getting better service - the airline knows there is a problem and they are immediately trying to fix it before being called.

Ryan made a great point about managing customer expectations around automation and ensuring that customers know when they are speaking to a bot and how to handle transfers between a bot and human at the right time. He said: “We actually approach the deployment of AI and automation in a similar way to how we approach live service with human agents. You have to make sure that they have the right training, you have to make sure that you have the right quality assurance, so that you're analysing those conversations between the bots and the customers, and you need a consistent process to analyse the effectiveness of that AI interaction.” He added: “When you identify that the bot is not sufficiently meeting the customer needs, you quickly escalate that to the human workforce and make it simple and seamless for the customer.”

These were just a couple of the insights from the speakers, but they covered a lot of ground in a single webinar so please feel free to click the link and listen to the entire presentation.

You can click here to view the on-demand version of the webinar.

CC Photo by Rodion Kutsaev