The tech vision for your CX mission | Amas Tenumah | Engati CX
The author of 'Curated Experience', Amas Tenumah joined us on Engati CX to help us understand how to use tech to further our CX mission.
Amas is the Founder of Better Experience.
He is an author, keynote speaker, and customer experience, consultant.
He regularly advises companies and governmental organizations on how to improve their performance and connect emotionally with employees and customers.
Amas has been featured on Forbes, The Huffington Post, Entrepreneur, and other business journals for his thought leadership.
He has helped devise strategy and execution for organizations like Cox Communications, Fastly, WeGoLook, Teleflora, Coca-Cola and DirecTV.
In addition to 'The Curated Experience', he's also the author of 'The Joyful Stoic' and 'No One Wants Customer Service'.
The tech vision for your CX mission - A video with Amas Tenumah
Using technology to further your CX mission
This section will contain a summary of our interview with Amas. But, if you'd prefer to listen to the entire interview, our Spotify podcast is embedded below the summary
Since you have worked with various organizations, what is the one factor that most businesses fail to take into account while crafting customer experiences?
The most ignored part of customer experience is the employee.
Amas stresses that your first customers are your employees, especially the ones that interacted with your customers. If their experience is not optimized, you're missing out on the biggest part of your customer experience journey.
What are the key elements one should involve in creating the CX mission and does technology play a role in it?
The first and most important thing is to make sure that your brand promise is something that you can actually keep.
Most missions are along the lines of, "We, the company, want to get here. And you, the customer, are going to help us get there".
This needs to change. The mission needs to be along the lines of,
"We are trying to align with you, the customer. You are trying to get X, Y, and Z done, these are your goals. Our mission is to act in a supporting role to help you achieve these goals".
When it comes to technology, a lot of companies make their entire CX journey all about technology. Others just completely ignore technology. Both sorts of companies are actually missing the point.
As a company, you're fighting a war to win the hearts, minds and the loyalty of your customers. You need to look at technology as the weapons to fight and win this war.
Do you think the overall experience depends on the experiences at every single touchpoint or is it only based on a single, major moment (wow moment)?
You need to understand your company's CX goals. You also need to understand your customers' goals.
But, there are hundreds of moments in the customer journey. You can't chase each and every one of them. Prioritize the moments that make a bigger difference to your customers.
You want to spend some time fixing the negative experiences, but spend more time creating positive experiences.
Amplifying positive experiences tends to give you a greater ROI than fixing negative experiences.
How can AI, chatbots and automation, in general, be used in making the customer journey seamless?
Customers don't hate automation. They hate poorly built automation.
When people need to withdraw money, we drive to the bank, ignore all the tellers, and go straight to the Automated Teller Machine. It's quicker, it's faster and it's a better experience.
In the past, automation was all about cost savings. Now, especially with chatbots, it's all about creating superior experiences for your customers, while saving your company's resources.
You need to figure out how you could use automation so that your customers love it and you get benefits from it too.
Customer profiles change when you have a global customer base, how should businesses plan the CX journey for such an audience?
In the past we had a lot of noise about market segmentation and personalization. We're now moving towards micro-personalization.
Micro-personalization is about using AI to process data about individual customers and then serve them information and services based on their preferences.
Instead of viewing an entire region or nation as one group, you can now get down to the individual's preferences.
You can use data to serve them over the channels they prefer, in the way the want to be addressed and automate things like routing.
You'd also want to serve them in the language they prefer. Only 25% of the internet speaks English, so you're really limiting yourself by restricting yourself to English. Reach your customers in their own language by investing in a multilingual chatbot.
Any other thoughts that you’d like to leave with our audience?
The future of CX needs to be smarter. Not cheaper, not faster, but smarter.
We need to use people, processes and technology to create smarter experiences. The organizations that use technology to create smarter experiences for the customers are the ones that are going to win.
Create better experiences for your customers with well-built automation
Engati's chatbots can help you create superior experiences for your customers, while reducing the resources your organization spends.
A Spotify Podcast with Amas Tenumah
We hope Amas has helped you understand how to improve your customer experiences with technology. Engati CX will be back with a new expert in a new episode soon. Stay tuned.
Find Amas Tenumah
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Go through our interview with Dennis Wakabayashi on empathy, collaboration and growth.
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