Hand on Heart It's not negotiable: tech-era CX still needs the human touch - Ireland Customer Experience Report 2018 - The CX Company
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Hand on Heart
It’s not negotiable:
tech-era CX still needs
the human touch
Ireland Customer Experience
Report 2018
CXi Survey facts & figures
2015 2016 2017
2018
“The greatest technology in
the world hasn’t replaced the
ultimate relationship building
tool between a customer and a 4 years of data
business; the human touch” 143,000 customer evaluations
- Shep Hyken 10,000 consumers
170 brands
10 sectors
Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Methodology
A Reality Check For CX In Ireland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 The CXi survey was conducted by
CX Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 The CX Company, in partnership with
How Does Ireland Compare Globally? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Amárach Research, in June 2018. A
The Six Pillars Of CX Excellence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 representative cross section of Irish
Welcome to the 2018 CXi Ireland Customer Experience Report
The Economics Of CX Excellence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 consumers was asked to complete an
brought to you by The CX Company. This is the fourth year of the
Everyone Benefits From Investment In CX . . . . . . . . . . . . . . . . . . . . . . . 10 online survey giving feedback on their
survey and every year it delivers robust customer insights that we
The CX Company Steps To CX Excellence Delivery . . . . . . . . . . . . . 12 customer experiences with 170 brands
use to help many companies on their journey to CX Excellence.
It's All About The Emotional Connection . . . . . . . . . . . . . . . . . . . . . . . . . 14 across ten sectors.
Ireland’s Top 10 League Table 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
To find out more about what we do and how you can become a Over 42,000 experiences were
CX Excellence Customer Champions 2018 . . . . . . . . . . . . . . . . . . . . . . 18
subscriber to the survey please go to page 41. evaluated using the Six Pillars, as well
Irish CX Trends From The CX Survey 2018 . . . . . . . . . . . . . . . . . . . . . . 20
as loyalty, value for money, channel
Top 150 League Table 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
We hope you enjoy reading this report and please get in touch preference, switching intentions and
Sector Analysis 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
to find out more, we’d love to hear from you! the importance of staff to CX. In this
The Robot Will See You Now . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
year’s survey we added new questions
Getting The Balance Right Between Staff & Technology . . . . . . . . 34
Cathy Summers including customer happiness, the
Getting It Right When Things Go Wrong . . . . . . . . . . . . . . . . . . . . . . . . 36
Editor emotions customers most associate
Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
with particular companies and their
Becoming A CXi Subscriber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
willingness to engage with these
About The CX Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
companies.
2 TheCXCompany.com TheCXCompany.com 3
Executive A Reality Check For
Summary CX In Ireland In 2018
As we launch our fourth annual CXi Ireland Customer towards unified cross functional teams focused on After three years of continued growth in Ireland’s CX Excellence score we
Experience (CX) report we see some fascinating the customer. CX needs to be on the CEO’s agenda. It have seen a significant drop in 2018 of -4.2%. This hasn’t come as a great
changes in the landscape of CX in Ireland. As predicted, must be driven from the top down not just as a one off surprise as we predicted that this was likely to happen, based upon similar
following in the footsteps of the US and UK, we have project but as a key business strategy, developing a patterns we have seen in the UK and the US in previous years. For CX to get
seen a dip in the Irish performance in 2018. culture focused on the customer. back on track in Ireland, there are a number of key areas that companies must
focus on:
With only 11 brands improving their overall CX We have seen some significant changes in the sector
CX must be a core philosophy, not just a project
Excellence score from 2017 it is clear that the majority rankings in 2018. Retail & Supermarkets remain in the
are struggling to deliver CX Excellence. The top top two positions, however both the Insurance and A top down, bottom up approach is required to align C-Suite
scorer, the Irish Credit Union have put further distance Financial sectors have jumped up the rankings. This ambition with frontline customer insights
between themselves and the rest of the Top 10, while is reflective of both sectors change in focus from All technological and operational improvements and innovations
the lower scoring brands have upped their game with acquisition and switching to looking at the overall must be developed with the customer at the heart Ireland CX Excellence Score
the bottom 15 brands recording higher scores than customer experience. Brands such as Laya Healthcare 2015 - 2018
Delivering a personalised and human emotional connection with
those in the same positions last year. This has led to a are leading the way having jumped 67 places since customers at every touchpoint is crucial 7.11
7.08
flattening of scores and a compacting of brands with 2015 into fourth place in 2018. 7.06
few really standing out. For more on our Steps to CX Excellence Delivery see page 12.
While we have seen a dip in performance overall,
So what’s causing it? There are a number of factors there is a real opportunity for brands to improve and
Six Pillar movements 6.82
influencing this, including the rapid and continous rise in stand out from the crowd. The brands that will succeed
customer expectations. As companies place significant are those that deliver a meaningful and consistent In 2018 the only pillar that has improved is Expectations, which has historically
investment in technology it appears that many have customer experience balancing the use of technology been Ireland’s poorest performing pillar. Customer’s expectations continue to rise
lost focus on the one thing that can create a connection with the human touch. so it becomes increasingly important that companies fully understand what these
with a customer better than anything else - the human expectations are and ensure that they can deliver on their customer promise. 2015 2016 2017 2018
touch. Significant decreases in Empathy, Personalisation The CX Company
The pillars that have seen the largest decreases – Empathy, Personalisation and
& Resolution scores have shown the need to balance
Resolution, are the ones that deliver the “human touch”. It appears that the focus
technology with emotionally intelligent and empowered Authors:
in some companies has shifted too much towards the more functional, hygiene
staff who truly understand the customer, build rapport Cathy Summers, Michael Killeen, Susannah Hewson,
Six Pillar Movement
factor elements of customer service and away from the emotional elements
and deliver heroic resolution. Siobhán Mallen and Julian Douglas
2017 - 2018
that create memorable and differentiated customer experiences.
There is also a clear need to structure the company
Perhaps most concerning though is the drop in the Integrity score. Integrity is -5.7%
around the customer, we must step away from a siloed Personalisation
the most important of the pillars as without trust there is little basis for strong,
approach focused on departmental goals and move
enduring and mutually profitable customer relationships.
-4.7%
Time & Effort
The Six Pillars of CX Excellence
"This year's report raises
2015 - 2018 Comparison
a real concern that many 3.0%
Irish companies are stuck Expectations
in CX mediocrity."
-4.9%
Integrity
Michael Killeen, Chairman
The CX Company -5.5%
Resolution
-6.5%
Empathy
Personalisation Integrity Expectations Time & Effort Empathy Resolution
4 TheCXCompany.com TheCXCompany.com 5
CX Trends How Does Ireland
IRELAND v UK v US
2018 Compare Globally? Overall CX Score Comparison
After seeing a gradual improvement in it’s CX Excellence score between
2015 and 2017, Ireland has experienced a significant dip in 2018. We
predicted last year that there was a strong likelihood that Ireland would
follow the US who experienced a decrease in 2016 and the UK who fell 7.08 7.11
7.06
back last year. Encouragingly, the US bounced back last year which gives
us hope of an optimistic future for CX in Ireland. 6.82
1 Getting the balance right between technology and people is critical
Technology definitely has a role to play in CX Excellence but it must add to the
experience and it can’t be the only area of investment. Irish customers want the Why have Irish CX scores declined?
emotional connection. We predict a growth in investment in staff training and
Companies around the globe are challenged to deliver CX within
empowerment, focusing on emotional intelligence and experience rather than
their existing structures which aren’t customer focused and are often
just service.
fragmented and independent from one another. Whilst companies have 2015 2016 2017 2018
invested heavily in technology, much of it has been in areas the customer
2 Businesses must have a clear customer promise doesn't see and feel; the human touch is lost. This is against a backdrop of
Customers do not tolerate over promises anymore. Trust has gone out the customers' expectations rising at an alarming rate as they continue to rate
window. Honing in on a realistic customer promise will create a framework to each company against every other experience they have.
deliver the experience your customers want. It will also be the foundation of
your reputation. Honesty and transparency must be central to your promise.
Use customer experience camps to develop your promise.
What CX lessons can be learnt?
7.33
7.25
KPMG Nunwood did a Global CX survey which found commonalities
7.08
3 Agility will become a critical CX driver between companies who do well in CX. These companies have a strong
Agile delivery across all channels will be critical to ensure CX Excellence and will purpose and customer promise that is all about the customer and making
become a key competitive differentiator. As expectations continue to rise, being their life better. The customer comes first and the product second. As a
able to quickly test, learn and revise will be the difference in getting and staying result, these companies are both loved and respected by their customers,
ahead of your competitors. and in fact a high percentage of them are customer-owned. Finally, they
are rated as great places to work by their employees.
4 Silos will be removed
Human beings lie behind every great CX journey and CX champions know and Who are the global leaders? 2015 2016 2017
leverage this. Companies need to breakdown internal silos and be structured
around the customer with multi-functional teams focused on delivering CX
US – Navy Federal Credit Union
Excellence. Culture, education and communication must be at the foundation Interesting to see that a Credit Union is no. 1 in the US as well as in Ireland.
of this business transformation. Their staff members are highly trained to deliver an outstanding customer
7.75
experience. They collect real-time customer feedback to ensure issues are
7.60
5 The highly personal touch uncovered and dealt with quickly. Trust is at the heart of the relationship
7.42
More and more companies will design highly personal customer experiences to and they pride themselves on always acting in their members best interest.
differentiate their business against competitor offerings, ensuring customers feel
UK - QVC
like important individuals with distinct needs and taste. Technology will support
this by providing real-time customer insights to drive CX initiatives. QVC started their CX journey seven years ago by focusing on delivering
empathy at every customer touchpoint. They also worked on understanding
6 customers’ expectations and making sure the whole organisation worked
CX will become the recognised umbrella for business growth and
together to meet them. This was done through internal restructuring and
cost savings
incorporating new technologies to get closer to customers. The result was
Shifting from a focus on short term profits to long term customer success is key.
they became the no. 1 CX brand in the UK.
Senior management teams must understand that CX is a long term programme
that has no “quick fix”, but is the only way to differentiate their business. Source: KPMG Nunwood Global Customer Experience Excellence Report 2018 2015 2016 2017
6 TheCXCompany.com TheCXCompany.com 7
The Six Pillars The Economics
Of CX Excellence Of CX Excellence
The Six Pillars were established by KPMG Nunwood from more than 1.7 million pieces Delivering Customer Experience Excellence offers organisations Make the business case for CX:
of customer feedback across multiple markets. The Six Pillars of Customer Experience many benefits which in turn create greater shareholder value. By
Excellence are based on creating emotional connections with customers which in turn consistently focusing on the Six Pillars organisations create an Increased Retention -
create relationships and behaviours consistent with growth. emotional connection with customers, creating behaviours and Customers who have a high quality
relationships that deliver growth. experience are 2.7 times more likely
to keep doing business with you.
The following diagram illustrates the economics of Customer
Experience Excellence:
Increased Cross Sales -
The Six Pillars Customers who have an excellent
THE SIX PILLARS
experience are 7 times more likely to
try a new product or service.
PERSONALISATION INTEGRITY
Create emotional connections through Build trust through every interaction Personalisation Integrity Expectations
Lower Price Sensitivity -
individualised attention
86% of customers state that the
experience is now more important
Time & Effort Empathy Resolution than price and even product.
EXPECTATIONS TIME & EFFORT
Manage, meet & exceed expectations Minimise customer effort & make
it easy to do business with you Lower Costs to Serve -
SHORT TERM IMPACT Satisfied customers make fewer
service and support calls resulting
EMPATHY RESOLUTION
in less staff being required to service
Show customers you genuinely understand Turn a poor experience into an
Repeat purchase Cross sales Less price Positive word customer queries.
what it’s like to be in their shoes amazing one
sales sensitivity of mouth
Increased Employee Satisfaction -
Companies who deliver an excellent
MEDIUM TERM IMPACT customer experience have much
A strong performance in the Six Pillars is proven to drive loyalty and advocacy, which
higher employee satisfaction and
ultimately delivers commercial success and builds shareholder value.
greater employee longevity.
Lower Lower costs Stable Higher
acquisition to serve customer base prices Increased Profits -
costs
Customer centric organisations are
38% more likely to report greater
Positive reputation Higher sales profitability than their competitors.
Lower Acquisition Costs -
Pillar impact on Pillar impact on LONG TERM IMPACT Sales are driven from positive word
Loyalty: Advocacy: of mouth rather than expensive sales
and marketing campaigns.
Acceleration Increased Lower volatility Higher
of cash flows cash flows /vulnerability residual
values
SHAREHOLDER VALUE
8 TheCXCompany.com TheCXCompany.com 9
Everyone Benefits From
Investment In CX The Reducing time & effort CX helps operations by making it easier and more enjoyable for customers
Operations to do business with us
Director
Reducing costs to serve By removing hurdles customers are less likely to engage the company with
queries and therefore reduce the numbers of calls into a call centre
Customer promise Operations can now deliver on the customer promise because they are part
of its creation
The Customer promise Allows marketing to deliver a powerful customer promise that differentiates
Marketing the company from it's competitors
Director
Acquisition of new
Lower acquisition costs
customers
Companies that deliver CX excellence receive The core benefits of delivering CX Excellence are:
Retention of existing
immediate and impactful benefits that filter throughout Stable customer base willing to pay more for better CX
Differentiation from your competitor customers
the whole business. Each of these benefits ultimately
deliver greater commercial ROI and shareholder value. Greater customer loyalty and retention
More cost effective acquisition of new customers
These benefits can be realised by each business The Acquisition of new
Reduction in cost to serve your customers Cost effective acquisition as a result of increased positive customer advocacy
department or C-suite decision maker. The following Sales customers
schematic outlines which benefits are important to each Greater staff motivation and longevity Director
Higher margin Happy customers buy more product more often and at higher prices
department. It is designed to help CX practitioners get Greater shareholder value
buy-in from each department and the company as a
Up and cross selling
Easier to convert existing happy customers to buy more from you
whole, enabling a speedier focus on the customer. existing customers
CEO Shareholder value CX provides greater ROI for investors Commercial Profitability Higher margins created from higher prices and lower costs to serve
Director
Because most businesses today offer pretty much the same product at Less price sensitivity Customers are happy to pay more for a great customer experience
Business differentiation
the same price, CX is now the only true way a company can differentiate its
offering to its customers
Business reputation Companies that treat their staff and customers brilliantly earn stronger
reputations in their communities and markets HR Director Staff purpose Staff feel they have more input in a customer centric organisation
Internal culture CX creates a positive internal culture and working environment Staff motivation When staff are clear on their roles and how they impact their companies
success they become more motivated
Motivated staff Happy staff = happy customers = happy business = happy shareholders
Staff longevity Great CX companies hold onto their best staff for longer
Investment arsenal Happy shareholders are quicker to invest and support a successful CEO
with a successful CX approach Staff rewards Best in class CX champions reward their staff for CX rather than sales
The Profitability Greater profitability due to less price sensitivity as customers are happy to pay
IT Director Improved ROI Technology investments based on customer feedback can result in
Financial more for great CX
increased usage and reduced costs
Director
Increased revenue Positive word of mouth delivers greater repeat sales and further opportunities for
Making it easier for staff to Utilising technology will help internal staff support front facing staff
cross and up selling. It also stimulates strong acquisition of new customers
deliver customer promise deliver greater CX
Cost savings Happy customers are less likely to tie up service lines/contact centres with
queries resulting in cost savings. Investment in expensive marketing acquisition Making it easier for the
Deliver greater UX experiences for their customers
programmes are reduced customer to do business
10 TheCXCompany.com TheCXCompany.com 11
The CX Company The CX Company has created the following steps to help companies deliver CX Excellence.
This process has been developed through engagement with leadership teams and front-line
Steps To CX Excellence Delivery staff in the top CX performing companies across all sectors around the Globe. This is a tried
and tested approach that can be used by companies at any stage of their CX maturity.
Stage 1: Stage 2: Stage 3: Stage 4:
Leadership Buy-In Customer Promise & Actions Measure & Embed Internally Leverage Position Of Power Externally
STEP 1. STEP 3. STEP 5. STEP 7. STEP 9. STEP 11.
CEO BUY-IN BENCHMARK ACTIONS PLANS FEEDBACK & PROGRESS REPORTS RECRUIT BETTER EMPLOYEES REDUCE COST TO SERVE
P
resent ROI, differentiation, staff enchmark against competitors &
B Launch ‘customer promise camp’
Engage staff in internal comms plan
For attitude vs aptitude
Reduction of inbound calls
motivation & shareholder value best practice companies Action Plan workshops
how how to improve & share
S With right skillsets & values
Less recruitment costs
arguments Identify blockers & where to excel
eplace silos with cross
R success stories ost effective acquisition
C
Align customer to company vision Review existing customer research
functional teams through advocacy
Commence internal staff comms
STEP 2. STEP 4. STEP 6. STEP 8. STEP 10. STEP 12.
CX ACTION BOARD NEW CUSTOMER PROMISE DELIVER CUSTOMER PROMISE MEASURE STAFF, KEEP CUSTOMERS FOR LONGER ACQUIRE NEW CUSTOMERS
et up CX task force rather
S clear aspirational customer
A CUSTOMER, COMMERCIAL & Track churn
VIA ADVOCACY
Touchpoints & customer journey
than a committee promise SHAREHOLDER INTERESTS etermine how customers
D
Low hanging fruit & long term plans
Monitor customer advocacy
ominate passionate peers
N otivate & encourage employees
M Measure the passion as well as the profit
heard about you
Deliver visible customer proofs
from all departments to align personal values with ew approach to employee reward &
N Track advocacy sales curve
ed by CX Director with
L company values performance
direct access to CEO Created by employees
CX
Timeline
12 TheCXCompany.com TheCXCompany.com 13
getting a good deal or bargain; this goes back to brands just aren’t delivering anything more than
hunter/gatherer times. Researchers are now saying satisfying customers.
that Dopamine is actually released while customers
are at the hunting for the bargain stage rather
Focus
than when they actually pay for them. This makes
shopping in a value environment deliver one big Business should focus on establishing emotional
happy high. connections with their customers above simply
delivering on satisfaction. Harvard Business Review
Within the positive emotions measured, ‘delighted’ conducted research on understanding customer
received a very low score amongst all the sectors. motivators. They found links among very specific
This clearly shows us that we’re simply fixated with motivators, how a business leverages them, the
customer satisfaction and need to focus efforts on customer’s behaviour and business outcomes. Fully
actually delighting customers. connected customers are 52% more valuable, on
average, than those who are just highly satisfied.
Of the negative emotions measured, ‘disappointed’
and ‘frustrated’ were the highest scoring emotions. Customer Value +52%
We can see that ‘frustrated’ exceeds ‘disappointed’
It's All About The slightly in the Financial, Telecoms and Public Sector. +13%
0%
baseline
-18%
Emotional Connection Correlation Between Emotions
And The Six Pillars
When we look at the correlation between the
emotions customers felt about the brands we Not Highly Perceive brand Fully
emotionally satisfied differentiation connected
surveyed and the Six Pillar results, one particular connected but not fully & satisfied, & satisfied,
This year the Ireland CXi Survey examined In second place, and yet again reflecting its CXi
pillar stood out for both positive and negative connected but not fully & able to
the emotions customers associated with the 2018 Survey ranking is Amazon. This is a case in connected perceive brand
emotions; Time & Effort. differentiation
brands surveyed. Customer experience is all point that a digital brand can score extremely
about making our customers happy and what well in terms of positive customer emotions.
better emotion to explore first than happiness. Giving customers what they want, when and For the negative emotions, ‘disappointed’, ‘frustrated’ This strengthens the case to focus on the emotional
how they want it, gives Amazon extremely and ‘angry’ rated highly within Time & Effort. This connection. This isn’t about giving discounts or gifts
happy customers. shows us the importance of making things easy for
Happiness to our customers. This is about giving the customer
the Irish customer. Nowadays time is something what they need, in the way they need it, brilliantly.
We asked customers how happy they were to people don’t have to spare and when brands make
Overall the majority of brands in the top 10 for
be a customer of each brand. The Irish Credit things difficult for customers, it can literally seem
happiness scores were those in the Retail sector Source:
Union takes first place in happiness ranking, as like something is being taken from them. Time is Harvard Business Review, The New Science of Customer
followed closely by the Supermarket sector.
it does in our overall survey. The strong sense valuable to everyone. Emotion - Scott Magids, Alan Zorfas, Daniel Leemon
Interestingly, they were value brands such as
of community and human engagement plays IKEA, Lidl, Aldi, Homestore + more and Penneys.
an enormous role in this happiness score. The There’s a strong connection between value and Of the positive emotions, ‘satisfaction’ was the
hormone oxytocin is the bonding hormone happiness. Customers get a little high when they highest emotion felt around the Time & Effort Pillar.
(or happy hormone) and is linked directly to feel they’ve got a bargain or good value - getting Again we see the importance of Time & Effort. The
increased trust and loyalty. The Irish Credit Union more for less. Dopamine, the chemical that score here was high however the positive emotions
continues to build strong emotional connections controls the brain’s reward and pleasure centres, didn’t get any stronger than ‘satisfaction’. This tells
with customers which is undoubtedly releasing is another happy hormone. It’s produced when us that when Time & Effort is in a negative context
those happy customer hormones. we achieve a goal we set for ourselves such as it’s highly emotional, however in the positive context
14 TheCXCompany.com TheCXCompany.com 15
Ireland’s Top 10 LAYA HEALTHCARE CITYLINK
League Table 2018 INSURANCE SECTOR TRAVEL SECTOR
4 TH
Up 23 places 6 TH
Up 20 places
This year, we have five new entrants into the Top 10 with six of the ten
sectors in the survey being represented, compared to only three sectors Laya Healthcare is more than just a health insurer, Citylink connects the cities and towns of Ireland,
being represented last year. For the first time we have an Insurance brand they are a partner to their members, helping, providing a crucial service to their customers.
in the Top 10 reflecting an ongoing focus on CX by the sector. encouraging and empowering them to look after From commuting to work to jetting off on their
their health and wellbeing. They give practical holidays their customers avail of a high quality,
Congratulations again to Irish Credit Union who have maintained their support and provide tools to enable their customers reliable and affordable service. Their high ranking
number one position for the fourth year in a row. What these brands have to live healthier, better lives. This includes plans in Integrity and Personalisation is a result of their
in common is their ability to deliver the human touch to their customers, that meet their needs, digital innovation to make ability to consistently deliver an excellent service
regardless of the channel and touchpoints they use to interact with them. life easier and a wealth of expertise in health and with well trained professional staff who are
wellness through their Thrive programme. attentive to their customers’ needs.
IRISH CREDIT UNION AMAZON AN POST BOOTS
FINANCIAL SECTOR RETAIL SECTOR RETAIL SECTOR RETAIL SECTOR
1 ST
No change 2 ND
Up 2 places 7 TH
Down 4 places 8 TH
Down 3 places
Hitting the top spot for the fourth year in a row, The Amazon focus on customer experience An Post are deeply rooted in the community Boots successfully combine the human touch
this comes as no surprise to the members of the is apparent in their jump to second place. and are part of the fabric of traditional Ireland, and technology. Their staff are committed to
Irish Credit Union. Their members are their number Consistently managing, meeting and exceeding from the post man/woman knocking on the looking after and caring for their customers,
one priority and this is evident in the commitment of customers’ expectations is key to their success. door to children opening their first savings helping them to look and feel better than they
their employees, over 70% of whom are volunteers They give their customer the information they account. The personal connection and trust An ever thought possible. The focus is on providing
from the local community. They keep their products need when they need it, removing friction from Post customers have with the brand is reflected a very personal service that offers the best advice
simple, focusing on exactly what their customers their processes. Their processes are considered in exceptional Personalisation and Integrity and products to meet each customer’s needs.
need. All of which is reflected in their scores with the benchmark for online shopping. Their efforts scores. Their experienced and friendly staff This is complimented with a focus on innovation
customers ranking them highest in Empathy and are reflected across all their scores and most have created a loyal and happy customer base. and technology, enabling Boots to deliver a
Time & Effort. significantly in their customers’ loyalty. consistently excellent omnichannel experience.
RADISSON BLU IKEA NETFLIX LIDL
TRAVEL SECTOR RETAIL SECTOR ENTERTAINMENT SECTOR SUPERMARKET SECTOR
3 RD
Up 28 places 4 TH
Up 8 places 9 TH
Down 1 place 10 TH
Up 4 places
Balancing their focus on both technology and “Treating every customer like a guest” is at the Netflix are one of the top 3 recommended Lidl’s move into the top 10 reflects their position
the human touch, Radisson Blu have developed heart of IKEA’s CX strategy. This is brought to brands in Ireland. What sets them apart is their as a much loved brand in Ireland. Not only do
an app enabling customers to access guest life in-store by their co-workers who are actively obsession with personalisation. They use every they offer great value, but they are also firmly
services from their mobile phone 24/7 while encouraged to share ideas for improving the customer interaction to understand what each embedded in local communities through local
also noting that nothing replaces the experience customer experience and supported by ongoing customer is interested in, providing them with ultra sponsorship activities and initiatives such as
of interacting with well-trained staff. They allow customer-focused training. Technology also personalised content. They also use this data to 'Autism Aware' evenings. Staff are at the core
customers to choose how they want to interact plays a very important role with the launch of inform development of new content. Customers of their customer experience strategy and key
with them, always ensuring that someone is on online shopping enabling a seamless shopping want companies to truly understand them and few investment has been made in training to engage
hand to assist. experience both at home and in-store. companies are better at this than Netflix. colleagues and embed a customer centric culture.
16 TheCXCompany.com TheCXCompany.com 17
IRISH CREDIT UNION TESCO MOBILE
Overall CX Champion Telecoms Sector
CX Excellence AMAZON ELECTRIC IRELAND
Customer Retail Sector Utilities Sector
Champions 2018
LIDL NETFLIX
Every year we celebrate our CX Champions who are Supermarket Sector Entertainment Sector
recognised by their customers for providing memorable
experiences they value, delight in and will share with
others. All of the results are based on over 42,000 brand
evaluations from our 2018 CXi survey. PASSPORT OFFICE DELIVEROO
Public Sector Restaurants Sector
Some of our Champions are the same as last year
whilst we have some newcomers including Deliveroo,
Radisson Blu, Pandora and Post Insurance. A big
congratulations goes to all our champions and to our
Top 150. It is a huge achievement to be recognised by IRISH CREDIT UNION RADISSON BLU
your customers for delivering CX excellence. Financial Sector Travel Sector
LAYA HEALTHCARE DUBLIN ZOO
Insurance Sector Experience Destination
DEALZ AMAZON
Best for Value Best for Loyalty
PANDORA POST INSURANCE
Highest New Entrant Highest Climber
18 TheCXCompany.com TheCXCompany.com 19Irish CX Trends
From The 2018 CXi Survey Movers & Shakers
Our 2018 survey included 170 brands from across ten In 2018 there has been a drop from 2017 of -4.2% in Highest Jumper Biggest Faller � New Brands
�
�
different sectors. Consumers were asked to identify overall CX performance. Only 11 brands in the total
Three brands jumped over 50 places Applegreen dropped 64 places We included eight new brands
brands they had interacted with as a customer in the survey improved their CX Excellence Score. Top scorer,
between 2017 and 2018: Post Insurance from 34 in 2017 to 101 in 2018. in the 2018 survey. All of them
previous six months. They were asked to score each Irish Credit Union, has put some distance between
– from 132 to 68 (64 places), AXA – from made it into the top 100 and
brand based on their CX performance using our Six themselves and the rest of the Top 10. The brands in The biggest fallers since the
136 to 81 (55 places), Revenue – from four made it into the top 30
Pillar framework. the bottom 15 positions have higher scores than survey started in 2015: MyTaxi
125 to 72 (53 places). including Pandora, Airbnb,
those in the same positions last year. This has led to a – fell from 10 in 2015 to 130 in
Deliveroo and Oxendales
The scores for each pillar are combined to create an flattening of scores and a compacting of brands. There The three biggest movers since the 2018, LUAS – fell from 22 in
overall CX Excellence score. This CX Excellence score survey started in 2015: Vhi Healthcare 2015 to 107 in 2018.
is a real opportunity for brands to improve and move up
– moved from 114 in 2015 to 24 in 2018,
determines where each brand ranks in our league table. the rankings.
Electric Ireland – moved from 105 in
The diagram below plots all of the brands and shows
2015 to 32 in 2018, Laya Healthcare –
how the results from 2018 compare to those from 2017.
moved from 71 in 2015 to 4 in 2018.
Changing Fortunes Sector success in the Top 100
Our survey covers ten business sectors. There and public sector bodies. The Insurance
TOP 10
were mixed fortunes this year when we look at the Sector continued to see improvements in CX
The top 10 brands in 2018 have a CX Excellence score
8.5% lower than the top 10 brands from 2017. The gap percentage of brands from each sector that made performance with the percentage of brands in the
between the top brand (Irish Credit Union) and the it into the top 100. top 100 going up by 12 points compared to 2017.
second brand (Amazon) has increased from 3.7% in
140 PLUS
2017 to 5.4% in 2018. Only three of the top ten brands
The difference in CX Excellence The Retail sector continues to lead with 87% of its Losing out were the Restaurant sector who saw
(Irish Credit Union, An Post and Boots) have been in the
score between 2017 and 2018 for this brands making the top 100. However it did see a 32% of its brands slipping out of the top 100. This
top 10 every year since the survey started in 2015.
group is only -2.6% versus the overall
decrease from 2017. The Public Sector increased will be of concern to the sector as in an extremely
survey average of -4.2% indicating that
improvements are being made by these its percentage of brands in the top 100 by 33% competitive market place CX will be the key
brands, albeit they are coming from a very which is a very good result and reflective of the differentiator.
low base. emphasis now being put on CX in government
% of Brands by Sector in the Top 100:
Overall CX Score
Retail 87%
Supermarkets 70%
TOP 50
Restaurants 62%
There were no brands in the top 50 who
improved their CX Excellence score. The 60%
Travel
average movement in the rankings of the top
TOP 100
50 brands was 5 places. There were 14 new 54%
Eleven brands from 2017 moved Entertainment
brands in the top 50, 8 of them were new to
into the top 100, three were from the
the survey. 50%
insurance sector and two from the Insurance
public sector. Seventeen brands from
2017 fell out of the top 100, six were Financial 43%
from the restaurant sector.
Utilities 38%
Public 35%
Telecoms 17%
Ranking Source: CXi 2018 Ireland Survey
20 TheCXCompany.com TheCXCompany.com 21INDUSTRY COLOUR KEY:
Ireland’s Top � Entertainment
� Financial
� Restaurants
� Retail
Change versus last year:
Move up
CX Brands 2018 � Insurance
�M
obile/Landline/Broadband & TV
� Supermarkets
� Travel
Move down
No change
� Public Sector � Utilities New entry
Ireland's Top 10
11 24 37
1 IRISH CREDIT UNION 7.87 No Down 9 Up 44 Up 15
FINANCIAL SECTOR CX Score out of 10 change
12 24 37
Up 30 Down 15 Down 2
2 AMAZON 7.47 Up 2
RETAIL SECTOR CX Score out of 10 places
12 26 39
Up 31 Down 20 Up 24
3 RADISSON BLU 7.40 Up 28 12 27 39
TRAVEL SECTOR CX Score out of 10 places Down 5 Up 32 Down 17
4 IKEA 7.38 Up 8
15
New
28
Down 13
41
Down 16
RETAIL SECTOR CX Score out of 10 places entry
15 29 41
4 LAYA HEALTHCARE 7.38 Up 22
No
change
New
entry
Up 17
INSURANCE SECTOR CX Score out of 10 places
17 29 41
Up 2 New Down 7
entry
6 CITYLINK 7.37 Up 20
TRAVEL SECTOR CX Score out of 10 places 18 31 44
Down 9 Up 12 Down 18
7 AN POST 7.34 Down 4
19 32 44
Down 10 Up 41 Down 5
RETAIL SECTOR CX Score out of 10 places
20 32 44
8 BOOTS 7.30 Down 3
Up 2 New
entry
Up 5
RETAIL SECTOR CX Score out of 10 places
21 32 44
Down 9 Up 7 Up 24
SUPERMARKET
9 NETFLIX 7.29 Down 1
ENTERTAINMENT SECTOR CX Score out of 10 place 22 32 48
Up 8 Up 15 Up 26
10 LIDL 7.28 Up 4 22 36 49
SUPERMARKET SECTOR CX Score out of 10 places New New Down 31
entry entry
22 TheCXCompany.com TheCXCompany.com 2350 66 84 101 117 135
Down 19 Up 23 Down 37 Down 64 Up 23 Down 48
51 68 84 101 119 136
Down 20 Down 18 Down 25 Down 2 Up 16 Down 15
51 68 86 101 119 136
Down 8 Up 30 Down 23 Down 33 Up 19 Down 27
53 68 86 104 119 138
Up 15 Up 64 Up 20 Down 30 Down 20 Down 29
53 68 86 104 122 138
Up 6 Down 47 Down 14 Up 17 Down 20 Down 17
53 72 89 106 122 140
New Up 53 Up 20 Down 27 Down 13 Down 38
entry
56 72 90 107 122 141
Down 17 Up 7 Down 36 Down 24 Down 33 Down 23
57 72 91 107 125 142
Up 28 Down 26 Down 56 Up 34 Down 9 Down 24
57 72 92 107 125 143
Up 19 Down 48 Down 4 Down 18 Down 7 Down 10
59 76 92 110 127 144
Down 3 Up 6 Down 16 Down 14 Down 48 Down 14
59 76 92 110 127 145
Down 30 New Up 24 Down 8 Up 4 Down 20
entry
61 76 95 110 127 146
Down 46 Down 26 Up 32 Down 58 Down 42 Up 3
62 79 95 110 130 146
Up 4 Up 10 Up 14 Down 2 Up 7 Down 12
62 79 95 110 131 148
Up 21 Up 27 Down 32 Up 33 Up 16 Down 3
64 81 98 115 132 149
Up 25 Up 55 Down 32 Up 10 Down 17 Down 8
64 82 98 115 132 150
Down 45 Up 45 Up 40 Down 37 Down 27 Down 4
66 82 98 117 134
Down 7 Down 28 Down 9 Down 20 Down 45
RETAIL
24 TheCXCompany.com TheCXCompany.com 252018 CXi Report
Sector Analysis
The 2018 CXi survey covers 170 brands across 10 2018 Sector Ranking Ireland PUBLIC SECTOR
sectors. In this section we compare the performance There have been significant changes in this year’s
of each sector over the past four years and predict sector placings. The Retail sector remains in first The Public Sector moved from 8th to 6th in the sector rankings. 2019 6.93
where they will land in 2019. Previously, The CX place but the Supermarket sector is closing the A new initiative ‘Our Public Service 2020’ Quality Control
Company predicted that Ireland’s overall CX scores gap in second. The Travel sector jumped one programme was launched in 2016 and is having a positive
would drop based on similar studies in the USA place moving into 3rd place at the expense of impact on Government departments ability to deliver citizen
and UK markets. We long believed that Ireland is Entertainment and Leisure which has fallen badly experience improvements. We believe that staff working
approximately 2 years behind the USA and 1.5 years for government departments show a deep and genuine 2018 6.73
into joint 6th. The Insurance sector has seen the
behind the UK in terms of our CX maturity. We biggest position jump with both Financial and care for the work they do to help the Irish public. HR leaders
monitored similar drops in overall CX scores in the Insurance tied in fourth place. To continue the theme in Government departments need to leverage this while
USA in 2016 (-2.4% drop) and the UK market in 2017 of compression, the Public Sector, Restaurants and recruiting the right people for the job of caring for its citizens.
2017 6.74
(-3.4% drop). In this year’s report Ireland’s overall Entertainment and Leisure are all tied in 6th position.
CX scores collapsed by -4.2% which is more severe 2019 prediction:
Telecoms and Utilities continue to bring up the rear
than the UK and USA. While we believe that this will due to a focus by many on acquisition and switching As the 2020 programme continues to infiltrate all Government
bounce back in 2019, it will not reach the levels of rather than their existing customers. agencies, we predict it will increase the sector scores by 3%
2016 6.70
Ireland’s highest scores to date in 2017. We predict it in 2019. The Passport Office continues to lead the way with
will take two full years to surpass our 2017 highs. it's omni-channel offering while the Department of Social CX scores
Protection have invested in its CX skills by recruiting specialists
who are driving major changes across the welfare system.
2018 Sector Ranking:
Sector 2018 Sector Ranking Movement from 2017 Overall CX Score 2017 vs 2018
Retail 1 -5.6% SUPERMARKETS
Supermarket 2 -4.8%
Travel 3 -3.1% The Supermarket sector remains in second place with a
Insurance 4 -1.3% strong CX delivery but suffered a drop of 4.8% this year. Lidl
Financial 4 -3.3% jumped 4 places, the only brand in the top ten, with M&S falling
2019 6.83
Entertainment & Leisure 6 -6.0% 9 places to drop out of the top ten for the first time in our
Restaurants 6 -4.7% survey's history. Tesco made a significant jump of 32 places
Public Sector 6 -0.1% with Dunnes jumping a highly respectable 24 places to feature
Telecoms 9 -2.9% in 44th place. Aldi and SuperValu slipped to 28th and 37th
2018 6.89
Utilities 10 -1.5%
respectively, while all the convenience stores dropped which
impacted the overall supermarket scores negatively.
Who are the top sectors in each pillar? 2019 prediction:
2017 7.24
The CX Company predicts that the larger supermarkets will
Personalisation Time & Effort Expectations Integrity Resolution Empathy
improve their scores next year while the convenience stores
Retail 5 1 2 1 2 2
will hold the sector back. We predict the supermarkets
Supermarket 8 2 3 4 1 1
will finally recognise the importance of staff and start
Travel 1 5 1 3 7 5 2016 7.38
rewarding their ability to deliver the human touch to deliver
Insurance 6 7 6 5 3 3
CX Excellence through the aisles. The challenge remains on
Financial 3 6 4 6 4 6
hiring new staff who are gifted with genuine caring skills. The
Entertainment & Leisure 4 3 5 8 8 8
HR departments will play a key role in identifying, hiring and
Restaurants 9 4 7 7 6 4 2015 7.31
Public Sector 2 8 9 2 5 7
rewarding highly skilled staff. Once the sector recognises that
Telecoms 7 10 9 9 10 10
they need to pay more for this particular talent, they will start CX scores
Utilities 10 9 8 10 9 9 making progress.
26 TheCXCompany.com TheCXCompany.com 27TRAVEL INSURANCE
The Travel sector moved up one place in this year’s sector 2019 6.87 We predicted that the Insurance sector would make great strides 2019 6.90
rankings but dropped their average CX score by -3.1%. There this year and that the past switching fascination would be replaced
were significant jumps for Radisson Blu (up 28 places), Citylink by a strong customer focus. We are happy to report that this was
(up 20 places), Aircoach (up 30 places), Airbnb (new entrant the case and that the sector jumped from 7th to joint 4th this year
in at 22nd place), Irish Ferries (up 24 places) and Irish Rail (up although overall scores dropped by -1.3%. Laya Healthcare lead the 2018 6.79
2018 6.87
27 places). The LUAS and DART fell due to issues with the sector having reached the coveted top ten status (4th place, a jump
introduction of new services and overcrowding. of 22 places) with Vhi Healthcare making significant strides (24th
place, a jump of 44 places). AXA were significant general insurance
2017 7.09 jumpers (up 55 places) with Post Insurance, Allianz, Irish Life, Zurich, 2017 6.88
Aer Lingus (44th place) and Ryanair (132nd place) both dropped
FBD and Liberty Insurance each making big jumps this year.
their positions this year. Aer Lingus will need to significantly
improve their performance simply to meet customers high
expectations. While Ryanair’s industrial unrest may continue to 2019 prediction:
play havoc and reduce their scores next year as it did with the 2016 7.19 Insurance companies will continue to deliver innovative solutions 2016 6.46
LUAS in the past. for their customers particularly during the claims area of the
journey. We predict a further improvement in 2019 and they will
2019 prediction: overtake their banking cousins and move into third place. This is an
2015 7.26 unprecedented sector shift considering Insurance were the worst 2015 6.41
We predict that strong hotel sector improvements will prop up
performing sector only four years ago.
the sector next year and let’s hope industrial unrest in transport CX scores CX scores
groups recede. If so, we predict the sector will remain static
in 2019.
RETAIL
The Retail sector remains in first position in the league table with
RESTAURANTS
86% of brands in our top 100 and four in our top ten. Amazon moved
up two spots to second place, followed by IKEA in 4th (jumped 28
The Restaurant sector dropped one place with a -4.7% score
2019 6.60 places), An Post in 7th (dropped four places) and Boots in 8th (a 2019 6.85
compared to 2017. This is a worrying and continual trend that
drop of three places). While we predicted this year’s drop, we did
has worsened each year. The sector continues to suffer from
not expect the collapse of -5.6%. This significant drop comes from
lack of investment in innovation and has an extreme staff
the ever increasing expectations of the Irish consumer and how they
turnover problem while regulatory concerns and the increase
2018 6.73 compare every Irish retail experience against the most successful 2018 6.95
in VAT rates add to the cost of running the business. On the
online stores and visiting best in class stores around the world.
positive side, technology is helping a number of home delivery
companies deliver exceptional Expectations and Time & Effort
scores with easy to use apps. 2019 prediction:
2017 7.06 2017 7.36
The sector will continue to drop but at a slower pace. To simply
2019 prediction: stand still will be an accomplishment for most Irish retailers due
to the incredible appetite of the Irish consumer for that magical
Unfortunately, until this sector recognises the power of the
experience. Investing in staff training and recruiting strong
human touch that staff bring and how they can deliver CX 2016 7.37
2016 7.18
emotionally intelligent personalities will help companies keep and
excellence, we predict the sector will fall again by 2% to a
grow their customer base. Leveraging technologies to help speed
lower score of 6.6%. Front facing and kitchen staff are not
up transactions thus making it easier for customers to engage with
happy. Owners need to apply the concept that happy staff =
retailers will also be key. Irish consumers want human emotion and
happy customers rather than the other way around. It’s time 2015 7.19 2015 7.30
passion built back into their shopping experiences.
to raise the bar on staff rewards in this sector and we believe
customers will respond favourably. CX scores CX scores
28 TheCXCompany.com TheCXCompany.com 29ENTERTAINMENT AND LEISURE TELECOMS
The Entertainment sector had the largest negative score and 2019 6.60 This sector continues to have the lowest consumer tolerance 2019 6.50
dropped from third place position to joint 6th place. Netflix level of any sector. Partly due to its complexity and continued
remained in the top ten, with Odeon cinemas jumping 15 places breakdowns in service which have the greatest impact on
to 32nd place. However, Omniplex, Google, YouTube, Leisureplex, our daily lives. When your phone or TV goes down it causes
Paddy Power, National Lottery and Facebook all had significant 2018 6.73 a huge headache. Tesco Mobile dropped 20 places this year 2018 6.45
falls dragging the sector position downward. to 51st place. The general Telecoms companies all place
lower down the scale. However, a positive highlight was Three
2019 prediction who increased their overall CX score by 2.6%, only one of 11
2017 7.16 companies in this year's survey to do so. 2017 6.64
We will continue to see new and exciting innovations from this
sector, however, trust will continue to be damaged by the larger
online players. Because of this we expect that the sector, at best, 2019 prediction:
will remain static next year but will likely to sink to 7th position in The sector remains guilty in its fixation with acquisition and
our sector rankings. 2016 7.06 switching. This needs to be addressed at C-suite level rather 2016 6.64
than by staff at customer facing level. Management need to
replace acquisition bonuses for retention wins. It’s time to get
genuine with Irish customers and give them the packages
2015 7.29 2015 6.58
they desire. And provide their staff with empowerment to
FINANCIAL CX scores
help customers through the complexity of the business. We
CX scores
are sticking our necks out this year and predict the sector will
The Financial sector jumped two places from 6th to 4th this year improve its 2019 score but unfortunately remain in 9th place.
despite a drop of -3.3% in average CX scores. The Credit Union
is its knight in shining armour and holds its number one position
for the fourth year in a row despite some negative publicity.
AIB jumped 27 places to its highest position yet of 79th place.
PermanentTSB managed a strong jump of 14 places as did EBS UTILITIES
(+10 places) and KBC (+19 places). Ulster Bank and BOI fell back
with some of the lowest empathy scores in this year’s survey. 2019 6.68 Utilities continue to sit at the bottom of our table but are 2019 6.55
showing visible signs of genuinely loving their customers
in favour of the need to acquire new ones. Electric Ireland
2019 prediction:
continue to lead the way with another significant jump of 41
Irish banks are becoming more focused on CX. However, we
2018 6.79 spots up to 32nd place. Bord Gáis are also making strong 2018 6.43
expect a small decrease in 2019 CX scores because there
progress with a jump of 20 places to 86th place. Irish Water will
remains a considerable gap between the C-suite and customer
be delighted to note that their customers gave them the highest
facing staff in how best to deliver CX excellence. Too much
improvement score this year of all companies surveyed with an
focus on technology investment and not enough in staff
2017 7.02 improvement of 11.3% versus the average of -4.2% for all brands. 2017 6.53
empathy training. More focus is needed on managing customer
expectations while migrating them onto tech solutions. Banks
believe they are doing a great job, however, their customers are 2019 prediction:
not in agreement. We recommend the Central Bank sit down We believe Utilities are further ahead of the Telecoms sector
2016 7.07 2016 6.69
with the banks and Irish customers to find the best solutions to in terms of moving from the switching focus. While the newer
deliver CX Excellence to the Irish consumer. The customer must entrants continue to build market share the larger players are
be present at this table. There is too much fear and lack of trust more focused on locking in customers with simpler tariffs and
between the regulator and the banks. The customer must play the avoidance of jargon. New energy innovations will continue
2015 7.08 2015 6.57
a role in determining what is right for them rather than banks to impress in 2019. We believe Utilities will challenge Telecoms
implementing unrealistic solutions that make things worse. CX scores in 2019 and may move off the bottom. CX scores
30 TheCXCompany.com TheCXCompany.com 31cells on MRI scans. This is not to say there is no make the customer believe they are talking to
Radiologist reading our x-rays but it does say a human when in fact they are talking to a robot.
that for such crucial work there is another 'pair
of eyes' available. A good thing – yes?
Another key to the success of chatbots and
automated voice technology is knowing when
In Customer Experience, we cannot devolve not to use them and knowing from a customer
ourselves from emotion. Emotional drivers are perspective that once we require a human
the very foundation of the principles of CX and interaction we can get one.
robots ain't got no feelings! We need to use
technology for the right things and at the right
Paying a bill online or getting a statement
time, making it work for us so that we get better,
balance is fine for automated technology. But
faster and more personal.
try explaining a disputed credit card charge on
your statement to a robot and your experience
Another great example would be how Artificial will soon turn to frustration and anger. These
Intelligence can help us is to analyse dense situations require human discretion and good
The Robot data for anomalies, integrating multiple 'voice
of the customer' sources such as survey data,
companies give authority to staff to resolve
problems. There will always be a need for
Will See You Now! call centre and social data which is key to better
insights which in turn output useful predictive
human intervention in resolution.
data. These are monotonous jobs that machines
Where companies see social skills and
actually do much better. Once the alarm bell has
creativity as important assets there is always
gone off we can then intervene to diagnose the
a need for human interaction. Automated
Let's talk about change. Not many people are How do we manage all of this change and anomaly, design a solution and then implement
checkouts in supermarkets may give superior
comfortable with change. We have our routines, upheaval? There is talk of robots taking all that solution. No matter how advanced
Time & Effort scores but what negative effect
our regular customers, trusted suppliers and ok our jobs and there's drones in LA delivering technology becomes, implementation and
do they have on personalization? I've regularly
we have our competitors too but we know who everything from parcels to pizzas. effective application is crucial. Companies need
seen people queuing up for cashiers because
they are, where they work from and we like it
to be agile, accept the fact that they get things
they know them and receive a friendly comment
that way.
So where is the place for Artificial Intelligence wrong sometimes and be able to change.
or small, personalised conversation. These are
and how should we use it? Bring it on I say but
highly valued interactions by some people who
But the change that software and technology be careful how you use technology because it A slightly different example of technology may only have few other conversations during
has brought over the past 15 years is something really does have its limitations. For the moment is the use of chatbots and voice command. the day.
else entirely. However, when I sit back and we are still the bosses and let's not forget that. These technologies have revolutionised how
realise that it's the way of the world since time
customers interact with companies, provide
The key to using technology is to make
immemorial – I begin to get comfortable with
There is a word called Cybernetics that I feel great personalization and are very useful for
it work for us and alongside us. Getting
that. Genies and bottles, toothpaste and tubes,
could provide a part of the solution. It's the study factual, repetitive tasks and initial customer
technology to do the mundane, repetitive tasks
there really is no going back now.
of people and machines. More formally it is "the interactions. Companies like Intercom strike
is what technology is great at. But if we want
scientific study of control and communication in the perfect balance of fast automated solutions
Customer Experience to work really well human
There's no doubting the change is massive. the animal and the machine." and having a human 'feel'.
intervention and interaction is the key.
Even for small businesses, globalization and not
localization is the new norm and technology is
Without getting too scientific about it, The interesting thing is we are comfortable
Maybe one day an automated checkout will ask
having a faster and more dramatic impact on
Cybernetics can be a way of using technology to interacting with chatbots or automated voice
me if I had a nice weekend but if it does I won't
our society than the Industrial Revolution. Is it for
help people do their jobs more easily and better. systems provided we recognise they are
be going back there in a hurry!
better or for worse? – richer or poorer? It doesn't
Take radiology for example. Artificial Intelligence automated. It's ok to make automation 'feel'
matter – it's a fact and that 'bird' has flown.
is now being used to analyse and detect cancer as human as possible but not a good idea to
32 TheCXCompany.com TheCXCompany.com 33You can also read
