Retail Analysis Such automation also
provides proactive communication opportunities that are welcomed by customers, whilst reducing reactive demands.
3. Democratising transformation for faster results With increased concern over new COVID variants and doubts about back to the office plans, the need to deliver new or streamlined services will continue to grow. Moving beyond legacy tech or app-centric thinking to a truly customer-centric model, however, will need to be an organisational-wide effort, utilising and combining the knowledge of frontline workers with that of IT and technical expertise. Delivering results fast will be paramount in today’s competitive and
constantly evolving CX landscape, and Platform-as-a-Service (PaaS) tools will be pivotal to this. But these tools don’t help if only expensive and scarce resources are required to put them into practice, which is why a re-think is needed about who develops applications within and for an organisation. Improved automation and CX is best delivered by teams that include both business and IT stakeholders – and application creation platforms can effectively alleviate the strain of transformation on trained developers and IT staff. The rise of pick- and-mix business components and composite architecture are also making this possible. Organisations and their CX teams can now mix and match ready-made, packaged business capabilities, using them as building blocks to form a solid foundation, open to future customisation.
4. Security and privacy to take centre-stage Whilst the rise of technologies such as AI and self-service channels can only be a good thing for CX, it also brings the need for heightened security and privacy measures into sharper focus. Currently regarded as afterthoughts or regulatory obligations, in 2022 privacy and security will need to be a core focus when delivering CX. After all, security lapses – no matter how big or small – can undermine customer trust, and once lost or damaged it can be hard and often impossible to recover. That’s not to mention the reputational and financial implications associated with data breaches. The pressure is therefore on for organisations to truly respect and
protect customer privacy – taking greater responsibility by default rather than ducking for legal cover. To keep customers onside, businesses should be transparent around how they responsibly use customer information and not take it for granted. Much like a company promotes its green credentials, data protection policies
8 | March 2022
should be communicated effectively to customers.
5. Tapping into AI for personalised insights Until now, large artificial intelligence (AI) models have been trained with enormous volumes of anonymised data collected over the Internet. That’s given rise to several problematic issues, including unconscious biases, which can be particularly harmful in a CX context. Looking forward, there is a potential to tap into the masses of data that companies have accumulated over the years for AI and machine
learning (ML) purposes. Whilst this has already started with some of the largest companies, we’ll now see it become available to more and more organisations as the costs come down and the technology becomes even smarter. When organisations can train ML models based on the data they’ve
collected, the insights it provides are going to be that much more personal, accurate, and therefore valuable for customer experience. Low-code platforms will play an important role in this venture by
providing easy access to the data that can be mined for AI, but also the personalised AI tools that will do the mining. With these software solutions, it will become easier than ever to build smart, AI-powered applications with the insights your own data provides. Pragmatic AI is already hard at work in fields such as Automatic
Speech Recognition, Natural Language Processing, Sentiment Analysis, Computer Vision and Optical Character Recognition. However, adoption of such technologies should not be limited to a narrow field of data scientists.
Looking ahead For those with the tools and technologies in place to embrace it, 2022 holds many opportunities for businesses across a range of sectors. It is time for organisations to take the leap from reactive to revolutionary – taking control of the quick fixes and short-term solutions implemented during the pandemic, reviewing the successes, and using them to build for the future. After all, the rapid acceleration of digital transformation at the beginning of the pandemic proved businesses could work at lightening pace, even in the most pressurised of environments. Lessons learnt during this time can now be taken and applied moving forward. Legacy systems needn’t be a barrier to such innovation, as these systems of record can be augmented with intelligent automation tools, meaning organisations can be free to build, create, and transform at pace to compete in the new era of CX.
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