The Future of Customer Contact
SDS have been working with Tunbridge Wells, Maidstone and Swale Borough Councils to explore what the future of customer contact could be. We have been investigating what may be possible with a customer contact solution that integrates the full range of communication channels used now by residents, including messaging apps, webchat, AI, and social media, alongside traditional methods like telephony, SMS, in-person interactions, email, and webforms.
Why Change?
Customer expectations are evolving rapidly, driven by advancements in automation and AI. These technologies can significantly enhance the effectiveness and efficiency of customer contact, providing a seamless ‘omnichannel’ experience. This transformation could improve internal processes, boost productivity, and create a more effective and engaging customer experience.
Exploring the Possibilities
With the support of SDS, staff from all three councils have:
- seen several demonstrations from suppliers of integrated contact centre solutions.
- participated in workshops to identify future needs and prioritise these using the MoSCoW method (Must have, Should have, Could have, Won’t have).
- helped to map out some possible future customer contact journeys.
Key Goals and Opportunities
The overarching goal is to create a highly efficient, effective, and widely accessible customer contact solution that:
Delivers a Seamless Omnichannel Experience. Customers can switch effortlessly between communication channels and between Virtual Agents and Customer Service Advisors – whether it’s a phone call, web chat, email, online forms, messaging app, or social media – without losing the thread of their conversation or having to repeat themselves.
Harnesses AI, Automation, and Integration. AI-powered tools handle routine tasks and common enquiries at any time, enabling customers to self-serve and freeing up Customer Service Advisors who can focus on giving one to one support to customers with more complex needs. This includes intelligent call routing, AI agents for triage, and automated transcripts.
Creates a Unified Customer View. Customer Service Agents are equipped with real-time access to customer data, history, and relevant information, enabling them to resolve complex issues swiftly and effectively and provide personalised support. This personal approach ensures that customers feel valued and understood, fostering stronger relationships.
Empowers Customer Service Agents. AI Assistants support Customer Service Advisors with relevant information and guidance, improving the consistency and quality of customer interactions. Continuous feedback and personal development ensures that Customer Service Advisors are well-prepared to handle diverse and challenging interactions.
Uses Data and Insights Effectively. AI-powered trend analysis and customizable dashboards help predict service demands and identify areas for improvement.
Ensures Inclusivity and Accessibility. Multichannel support accommodates different customer preferences, ensuring that everyone, including individuals with disabilities, can access the help they need in the way that suits them best.
Conclusions
The future of customer contact potentially lies in creating a seamless, integrated experience that exceeds customers’ expectations. By leveraging AI, automation, and a unified approach, the councils could transform their customer service offerings, making them more efficient, effective, and accessible for all.
The Leadership Team of all three councils are now discussing this possible future of customer service with other Kent Chief Executives in the context of the local government reorganisation.
If you would like any more information on this project, please do get in touch.
