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What CX strategy improvements should be made to build a strong connection with the new kind of customers?
In what way has the customer behaviour changed during the past years and how has your company adapted?
Three obvious behaviour shifts have happened during the pandemic:
What should we expect from AI-based technologies in CX in the future?
AI enables companies to do a number of things, including:
How to build a strong connection with the new kind of autonomous, self-serviced, and highly demanding customers?
Customers’ expectations of service haven’t gone down during the pandemic – although they may have been a bit more forgiving in the first few weeks, that good will has now gone. Many customers also neither want, or need, deeper connections with their suppliers – they just want things to work. Human connection is usually required when they are in crisis or need advice or reassurance – and it’s that human connection that makes experiences unique, because digital experiences are easy to copy. That’s why the employee experience is vital to get right. Customers expect front line employees to be informed, empowered, and empathetic and that has been tested during the pandemic as advisors have shifted to remote working. Training, effective systems support and strong team leadership are all basic foundations for effective customer connection – especially if those customers are stressed, angry, or need help.
Dr. Nicola J. MILLARD is a Head of Customer Insight & Futurology, Global Innovation Team at BT. Once described as “human caffeine” on Twitter, she injects a positive, people-centered expresso shot to innovation and future strategy. Half social scientist, half technologist, all academic, Nicola uses techniques from disciplines such as design thinking, psychology, anthropology, computing, and business consulting to generate data, provocations and stories which can engage and create conversations from the board room, to the front line. No frothy coffee; just solid research.
In her long and varied career at BT – mostly based at Adastral Park in Ipswich, UK – Nicola has done many jobs, including futurology, research, usability, customer service, marketing, and business consulting. She was involved with a number of BT firsts, including the first application of artificial intelligence into BT’s call centres, BT’s initial experiments with home working and helping to develop BT’s “net easy” score, a new way of measuring customer experience. She currently looks at innovation in both employee and customer experience.
Nicola is an award-winning presenter, with 2 TED talks and hundreds of conference panel, chair, and keynote sessions under her belt. She occasionally pops up on radio and TV around the world. She is a judge on numerous award panels, including the Institute of Customer Service, the CCMA and the Association of Business Psychology. In both 2020 and 2021, she was listed as one of the top 20 UK CX Influencers by Customer Experience Magazine.