Business

Telus shares rules to providing smooth customer experience in digital platforms

Over a year into the COVID-19 pandemic and various levels of lockdowns, many customers have fully embraced digital shopping. Telus Philippines international (Telus), digital solutions and customer experience (CX) provider, shares how companies can provide a “seamless customer experience” even without face-to-face interaction.

According to Telus, customer experience is a silent game-changer set to regain customer inflow, especially for businesses or companies who had to move away from physical, on-ground setups. While this experience was initially designed to just provide support or troubleshoot problems for customers, it has now evolved into a deeper and dynamic understanding of what customers go through especially during this time.

The company emphasized that companies should view customer feedback as a way to take action when needed and use favorable and unfavorable comments to build a much better experience.

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“Designing experiences for customers now requires a more deliberate and ever-evolving approach, entailing precision, customization, and thoughtful details,” said Rajiv Dhand, regional VP, Telus International. “At a time like this, when companies like ours have access to insights from customer feedback, we treat them as a valuable stimulant to adapt to as we create a more personalized and unique experience for each customer, which is our goal for each and every interaction.”

Digital platforms

Telus said digital platforms, which have provided flexibility when customers couldn’t go outside because of the lockdowns, “is here to stay.” With this premise, the company shared these three important learnings on customer experience that can help businesses improve how customers experience their brands in the current situation and for the years to come.

1. Being digital-first should put a premium on data privacy and security
The swift migration of businesses to digital solutions heightened the focus on immediate accessibility and user experience. However, it can also leave loopholes in data security if done in haste. This movement paved the way for leaders in tech and CX to stress the need for firms to ensure that they have the proper IT and data security systems and tools to ensure that data and transactions are always secure.

With adaptation now more settled for companies, setting standards and stricter systems on oversight for remote work should be the next priority to ensure longevity when investing in these tech solutions.

2. Remote or hybrid set-ups demonstrate the power of cloud
Applying remote work set-ups happened faster than expected even with the limitation of stable internet infrastructure in the Philippines. Businesses were able to continue and adjust with the enforcement of skeleton capacity in workplaces with the aid of cloud-enabled platforms.

Cloud solutions paved the way for smoother transitions and collaborations for users in different locations. This has become instrumental for companies who are designing their way forward. Even traditional businesses who are new to this kind of work, now improve process flows with the real-time updates they get from operations managed by the cloud technology. These significant improvements have ushered in efficient ways of working, which will be here to stay.

3. Conveying empathy and transparency through digital channels is an edge
Minimizing face-to-face interaction and boosting virtual ones does not mean losing empathetic forms of communication. In times of crisis, silence or canned responses may seem impersonal or out of touch leading to customers’ disinterest or worse, mistrust.

Technology and customer experience

Companies need to level with that by bringing the same personal experience and empathetic messaging to any channel available to their customers. This comes with being more transparent on what companies can offer, as well as what their limitations are, during this time. It helps manage customers’ expectations and lead them to proper channels where they can be serviced better.

“Through these learnings, we are able to go beyond simply delivering easy, real-time support to our customers. There is another layer of care and thoughtfulness that we add to the overall experience. While that might seem intangible, it makes a great difference,” said Dhand.

Technologies will become more advanced as tech and CX experts find ways to bridge needs through digital solutions.

“In the years to come, the surge of innovations and omnichannel solutions will continue to define how customers experience different brands, but one thing that will remain constant is how, as a company, we can show our care and dedication as we design human-centric customer experiences,” Dhand said.