Hey association game-changers!
My name is Adrienne Bryant CAE and I'm here to talk to you about the future of associations
and customer experience.
Let's start with the definition from CX thought leader Colin Shaw who says that CX is the
sum of all interactions between a customer and your organization.
It's a blend of the organization's physical performance and the emotions that you create
all measured against customer expectations across all of your points of interaction.
Simply put, customer service is an attitude, customer experience is a department.
So as we're thinking about how we're going to add customer experience initiatives into
our associations, one of the first things we want to think about is who owns customer
experience?
Are you going to have a position of a chief customer experience officer or a chief experience
officer or are you going to use a work from hire model and have someone outside
of your organization help with your CX initiatives?
However you do it the main thing to remember is that a consistent experience results in
engaged stakeholders and builds brand ambassadors and that's very important.
The second thing that you want to think about when we're talking about customer experience
is mapping that stakeholder journey.
We want to think about what that journey looks like for each one of our stakeholders whether
it's a non-member coming to your website to join your organization.
What does that journey look like?
Is it easy to navigate?
Is it a member looking to volunteer or purchase a product from your organization?
What does that journey look like?
And for your volunteers, what does a journey look like for your volunteers?
And for any stakeholder in your community, whether they are a member or non-member or
someone that is affected by your member or non-members' education and experience.
Now let's add another wrinkle to this artificial intelligence.
A recent global survey sponsored by Genesis states that 91% of top performing companies
have deployed artificial intelligence solutions compared to 42% of companies in their field.
Overall this is huge because these companies understand that having
the right mix of live and automated customer communication channels is how they deliver
the best and most consistent customer experience.
One of the uses that I see for associations using artificial intelligence is with chatbots
right now.
Think about it, chatbots are the best ones to deliver a great customer experience.
They're 24/7, so they never sleep.
There's no waiting.
So when a stakeholder comes to your website, they can ask a question and get an answer.
They're continually capturing data and are able to deliver that data to us as the live
agents to help us personalize the experience for our stakeholders and the best ones to
deliver a customer experience in which customers cannot tell if they are talking to a live
human or a computer.
Think about it: how many times have you gone to a website and talked to a chatbot and did
you realize that you were talking to a chatbot or if you were talking to a human?
It's amazing!
Companies like Ticketmaster are leveraging this type of artificial intelligence where
they have built a bigger robot to defeat the scalp robots so that customers can actually
get the better seats for the right price then these scalp robots going out buying up all
the goods and then reselling them for ridiculous prices.
So the artists like Bruce Springsteen and Taylor Swift have leveraged this technology
so that their fans get the best seats and the great thing about chatbots and using this
artificial intelligence is they don't have bad days.
They don't get frustrated when they're talking with a customer who's asking what you may
think is like the craziest question in the world.
So all in all customer experience is the future of associations so learn about it and start
using it.
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