“There is an antiquated dimension to customer service, beyond that which is considered ideal. It is a dimension as vast as space and as old as a business with multiple departments. It is the middle ground between positive and negative CX, between turning off a consumer forever and realizing the lifetime value of that same customer, and it lies between the pit of a human’s capacity to be annoyed and the summit of their pinnacle encounter. This is the dimension of outdated business practices. It is an area which we call The Silo Zone.” (Cue spooky hold music)
It’s not a bad dream, only bad customer service. We can certainly agree, not all front office experiences are created equal. You’ll remember great experiences, and probably remember the bad experiences even more. Let’s look at an easily avoidable example from a more traditional financial call center scenario. You’ve got a few tough questions regarding your bank account, and you want them cleared up immediately, because well, it’s your money we’re talking about here.
Does this sound familiar? You’ve called, you’re greeted by an automated answering service in order to gather some crucial information, and direct you to the right department. Once you give personally identifying info, you’re sent to a specific department. Now, let’s say you’re finally in touch with another human. The human on the other end is nice enough, but they need some more information in order to help you best. Truth be told, it’s not often ‘more’ info needed, rather, it’s the exact same information you just gave minutes before; certainly frustrating. Your internal dialog is saying, “These are the people I trust my life savings to? I’m not confident they’re paying attention.” You’ve entered another (of the countless) silos within the same organization; The Silo Zone.
(Said in a most convincing Rod Sterling voice) It’s time to move into a new dimension. A dimension of seamless information gathering which follows a customer across channels. A unique, curated experience empowering agents with a toolkit for anticipating the needs of their clients, and offering proactive, immediate solutions; just how the customer wants it.
(You can continue to read in a Rod Sterling voice, but it’s not necessary) While traditionally unavailable, there’s a variety of Microsoft solutions providing real-time, useful analytics for both online and in-person experiences; there is indeed a new dimension available for all sizes of business. Consumers are demanding superior experiences with just the right amount of contact, and just how they want it; be it with a light touch, or a more involved meeting. Thanks to meaningful analytics and even cognitive services for better understanding the subtle nuances of a given interaction, consumer demands are being met where, when, and how they most appreciate.
It’s amazing to think halfway through 2021, disconnected silos and disconnected customer data is still a thing. Especially when there are other, more useful opportunities available. It really makes no sense, it’s as if these organizations are truly operating in ‘The Twilight Zone’ when it comes to consumer demand.