HEALTHY MIX OF DIGITAL WITH HUMAN ASSISTED CX THE KEY

Nikhil Pereira, Customer Experience (CX) Practice Leader at Tech Mahindra talks of leveraging Al to analyze hundreds and thousands of customer touchpoints and feed insights at a macro and micro ecosystem that use technology to provide differentiated service.

- Sunil Rajguru

The pandemic saw a techceleration. What are some of the changes that came about in CX as a result?

With the pandemic CX leaders like it or not had to adopt technology to offer their customer Digital-First CX. Post Covid CX has become multi-device and always-on. Technologies such as Smart Speakers are going channels for CX as they provide handsfree always on channels for customers to interact with the service providers be it eCommerce, retail, healthcare, insurance etc. Customers want to interact with their service providers on their channel of choice and not be compelled to use their website or mobile app. Customers now expect personalized customer service that is proactive rather than reactive. Studies show customers are willing to pay more for good CX hence price is no longer the key parameter organizations need to focus on.

Al is already being used in CX. What further kind of changes can we expect with generative Al applications like Chat-GPT/GPT-4 and the others that are coming on the way?