Last week I posted my impressions of the general sessions at Forrester's Consumer Forum in London (November 6-7, 2008). Today, I want to share some snippets from the Customer Experience track, which I moderated:
>> Dr. Nicola Millard (Customer Experience Futurologist - BT)
Nicola gave a very "high energy" presentation on the lessons that BT has learned from its experiences in operating contact centers -
We heard about:
- The voyage towards "appropriate automation" - using automated systems for tasks where it makes sense, but allowing humans to speak to humans when they need to.
- The ever increasing complexity of communicating through the multiple channels that customers want to use. Just as companies get the hang of e-mail, a new generation of customers feels that e-mail is so 1999... It's time to start supporting channels such as mobile chat, online communities and so on.
- The benefits of listening to customers. BT has found that a community of its customers can identify problems with home broadband equipment faster than BT finds them. And not only do the customers find the problems, they also find the solutions.
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