Buzzwords like AI, blockchain, IoT and machine learning are at the center of strategic discussions as businesses race to digitally evolve. The needle is moving in the right direction (89% of businesses have at least started digital transformation initiatives), yet research shows most efforts fail to make a real impact (only around 30% lead to positive outcomes).
Unfortunately, companies will continue to struggle until they understand the heart of digital transformation: to help people create their own experiences, shape their own journeys, and arrive at their own extraordinary outcomes. As opposed to telling customers to use a new AI app or IoT platform, companies should be strategically leveraging digital services to drive outcome-based personalization.
Outcome-based Personalization: No Customer Left Behind
No one kind of engagement or consumption model is better than another. Just because someone prefers not to use social media, for example, or a mobile device to engage does not make his or her experience any less important. It’s imperative that businesses can personalize services in a way that allows users—customers, citizens, partners, employees—to consume them however they prefer. This is the bedrock of true digital transformation, and it requires a level of flexibility, elasticity, agility and automation unlike anything we’ve ever seen.
What does this mean, exactly? At Avaya, we believe it’s the seamless combination of contact center (CC) and unified communications (UC) with critical digital technologies like AI, IoT and contextual analytics to deliver truly personalized, digitalized experiences. CC with UC is no longer enough to drive next-gen digital requirements. More than 90% of the data in the world today has been created in the last three years. Companies have an obligation to use this data within the contact center to drive outcome-based personalization, yet it’s impossible for an agent to handle all of this information alone.
Here’s an example of this technology ecosystem in action…
A patient asks his healthcare provider a question via web chat, in which he is communicating with a bot. The bot first goes to the hospital’s knowledge base to find the answer. If it cannot be found, the automated system will then begin looking at other sources of information. For example, it may pull information from the hospital’s CRM or EHR system. Or, using IoT analytics, it could pull real-time data from a smart medical device the patient is using or wearing.
If still nothing can be found, the system will turn to various interaction channels to connect a contact center agent with an internal expert. The best expert for this question happens to be Jane, who is currently traveling. How can the agent communicate from the contact center with Jane? Through UC, but the modality of communication is critical. Through machine-to-machine communications (IoT analytics and automotive smart sensors), the system learns that Jane is driving 60 mph on the highway to the airport and therefore blocks her from receiving potentially dangerous video calls. The agent instead initiates a voice call with Jane, the answer is retrieved, and the healthcare system’s knowledge base is updated for future inquiries.
I want to stress, though, that this digital evolution goes far beyond business. In fact, if we’re only focusing on objectives like ROI and market share then we’ve completely missed the point. There’s a human aspect of digital that we cannot lose sight of. At the end of the day, it’s about transforming the lives of real people—human beings with real hopes, challenges and goals—through the digital services they consume (I’ll be discussing this human aspect more in a follow-up blog).
From Telephony to Next-gen Digital Platform
To create this advanced technology ecosystem that drives outcome-based personalization, companies must intelligently migrate from on-premises technology towards an automated, digital, next-gen platform. This means going from:
- On-premises services to cloud deployment models for added flexibility
- Hardware-based services to flexible software solutions that better align with business needs
- Proprietary technology to open architecture that allows for the seamless integration of third-party services and strategic business tools
- Labor extensive services to a highly-sophisticated and automated platform
- Slow software release cycles to on-demand apps and features that enable at-will functionality
To deliver never-before-seen experiences, companies require a unique blend of technologies unlike anything that’s ever been done. The technology is here. The world is ready. If you can imagine it, you can enable it.
I’d be happy to walk you through this evolution further or answer any questions you may have. Or, join Avaya experts at Customer Contact Week, taking place June 18-22 in Las Vegas, to see how Avaya helps bridge this gap from telephony to next-gen digital platform. For more, check out this blog series that digs deeper into Avaya’s five core pillars of a next-gen digital platform.