McKinsey describes the hyper-personalisation of customer service as the ‘care of one’. It’s the evolution of the contact centre into an experience centre, one that uses multiple tools and technologies to create impact where it’s needed.
It’s the organisation’s ability to connect with the individual across multiple touchpoints, and in ways that shape engagement and loyalty through richly layered customer experiences. This has seen the contact centre evolve considerably over the past year as it looks to solutions that allow for improved productivity alongside transformative customer engagement.
As Wynand Smit, CEO of INOVO, puts it: putting the human back into digital with video at the centre of service so that customers get fast and efficient support and an engaging experience.
“Video offers a fresh perspective to the contact centre,” he adds. “It’s immediate face-to-face engagement. It’s connecting with people on a more personalised level, and it can fundamentally improve the customer service experience.
“Customers can connect with a person, someone they can see, and this connection improves interactions and resolutions. This has become particularly relevant in the current climate when people feel isolated and frustrated by traditional customer service channels.”
Video is still in its early adoption days, but it has immense potential, particularly for organisations in the insurance, healthcare, and financial services industries. The insurance industry, for example, is already seeing legislation mandating how brokers interact with customers.
Video offers them the ability to not just connect with customers in a more personal setting, but can play a significant role in managing liability and recording requirements.
The same applies to healthcare – many countries have adopted remote GP appointments during the pandemic and these can be enhanced by access to video consultations that will allow for even more rigorous patient care.
“The applications for video are almost endless,” says Smit. “It may be a new technology within specific environments, and some sectors may be inhibited due to the bandwidth requirements at the moment, but it’s definitely one that’s seeing inventive uptake in different spaces.
