Technology has been an enabler for great customers and employee experiences for a long time, making it possible for companies to deliver fantastic messages, good services and personalised experiences.
But as Experience is now the biggest differentiator between companies (surpassing Product and Price), Technology is starting to become the biggest differentiator between experiences (many times surpassing Strategy and Delivery).
Truth is, Technology is the number 8 in your football team. In England they call it “box-to-box“. In other countries they call it the “one who carries the piano“. It’s not often the one that stands out, despite being the one that works the hardest for others to shine.
This blog was triggered by a conversation with a friend: “Well, to be honest it’s hard to believe it when you actually don’t see it. So, could you give me an example of how technology works in the background to enable great experiences?“
I had just been on a call with a colleague and a customer a few days earlier, talking about a handful of ways they could use the technology stack they have to deliver great experiences. One of them related to the delivery of multi-language support.
Here is a scenario: You are a global company, selling all over the world. You have customers contacting and expecting you to support them in their own language. But your contact centre is in the UK, and your agents can only support in English language.
The easier solution usually requires the agent to perform 9 steps. Copy message; go to Google Translate; paste message; read translation; pray that it makes sense; draft response; copy from Google translate; go to original system; paste message.
To deliver a better customer experience, adding convenience of multi-language support, you end up hurting the employee experience, adding a huge effort to the agent. Alternative? Hire agents with language skills, which will bring additional cost.
Well, this is a very good example where Technology can help. Here is an easy solution – interface your contact centre technology platform with AWS and leverage the power of Amazon Web Services.
- Send customer’s message to AWS, via AWS EventBridge
- AWS EventBridge will send the message to AWS Lambda
- AWS Lambda will in turn send the message to AWS Translate
- AWS Translate will translate the message and send it back to AWS Lambda
- AWS Lambda will interface and send translated message to your agent
This all happens in real-time, meaning it would only take fractions of a second for your agent to have the translated message available to read, and respond to the customer. Do you have other use cases or want more?
Simple, in step 3 replace AWS Translate for AWS Comprehend and offer agents the sentiment of the customer’s message. Or replace AWS Translate for AWS Lex to read customer’s intent and respond accordingly.
These are just a few examples of how Technology can do some magic in the background. Allowing you to deliver convenient, personalised and outstanding customer experiences. Avoiding impact on agents will also make them feel empowered and offer a much better employee experience.
And you do all that, while managing your operation’s costs, as well as leveraging the power of your technology investments.
Note: Below is an example of one of the solutions, using Zendesk and AWS