Part 5
Customer acquisition: Don’t forget the human touch
While the talk of the town has been to “go digital” for the past decade, this concept has seemingly driven brands to teeter-totter too much towards tech — and customers are noticing. Two-thirds of consumers surveyed by PwC feel companies have lost touch with the human element of customer experience.7
Meanwhile, it’s still true that consumers crave self-service (this is especially the case for the crypto audience of mostly Millennials and Gen Z, who expect digital-first experiences).
The key takeaway is that consumers want technology when it’s convenient, and a person when it’s not.8 The perfect CX involves a customer journey that marries tech-driven, automated experiences with the empathy, knowledge and friendliness of humans.
7 PwC, “Companies have lost the human touch in customer experience,” pwc.com.
8 Ernst & Young, “As consumers lead the way, how can energy providers light the path?” ey.com.
Five tools to have in your toolbox for a CX that balances tech and humans
Data analytics
To understand your customer needs, analyze 100% of interactions, make key insights about what your customers need, and find processes and software that can streamline customer history data.
Intuitive chatbot and live chat support
Your bots should be intuitive enough to understand if they can take care of the problem themselves or connect the customer to a human to navigate the issue.
Friendliness and empathy
One of the big reasons customers believe companies have lost the human touch is a lack of empathy — in fact, 96% of consumers view empathy as important in customer support interactions.9
Passion and expertise
The ability to speak the language of cryptocurrency (and yes, it does feel like a different language) is something your recruiting team should look for when hiring agents. In a market that’s still somewhat new, working out kinks with agents who truly understand and can guide consumers will amplify your CX.
Personalization
One of the key reasons crypto consumers feel a loss in friendliness and empathy is because they're not receiving that 1:1 relationship that's so important between a consumer and brand. Using data to personalize messages and CX experiences is key to closing that gap, and consumers need it — 60% of all consumers expect some level of personalization as standard.10
9 Dixa, “Reconnecting the customer experience,” dixa.com.
10 Foundever, “Foundever™ CX Landscape 2022-2023: Evolution or Revolution?” foundever.com.
Spotlight
When leadership of a global financial services brand was concerned with customer sentiment, they partnered with Foundever to leverage our interaction technology and expertise. By doing so, they were able to create an “empathy trigger” that identified customer language and scenarios requiring empathy, develop and deliver “empathy scores” on interactions, and create dashboards on empathy trends to track their progress. The result was a 32% increase in empathy improvement opportunities and 5.74% empathy improvement over seven weeks.
increase in empathy improvement opportunities and 5.74% empathy improvement over seven weeks.
Our takeaway
Finding the perfect balance between technology and humanization is a tricky teeter-totter to take on, but it’s necessary when it comes to a strong CX. To understand the customer journey and navigate when to introduce tech or human interaction, you need to utilize data analytics. When it comes to the contact center, you should seek out and train friendly, empathetic people who have a passion and understanding of crypto.