Digital Assistance

The 20-20 Customer Experience

Provided by Cognizant

Category Digital Assistance

Type White Paper

Length 14

Publish Date January 26 2018

Date posted January 26 2018


The ongoing digital revolution and the remarkable rise of the commercial Internet over the last decade have transformed traditional business models and empowered customers to engage at their convenience with organizations with whom they interact and transact across multiple channels. Today, they can browse product and service options on the go (mobile search), engage with a live agent (chat/video), resolve issues through self-service (i.e., chatbots), collaborate with peers to review options (social), negotiate and make purchases (e-commerce/m-commerce), and have items delivered directly to their doorstep. While enterprises have enthusiastically adopted Digital 1.0 (online, mobile, and social) and asset-light (cloud-enabled) services, the next frontier is Digital 2.0. This is where contextual, intuitive, and experiential engagement occurs across various customer touchpoints. Following suit, contact centers have evolved from the telephony-centric and reactive (Contact Center 1.0) processes of the 1990s, to multichannel engagement centers (Contact Center 2.0) of the new millennium, to today’s archetype. We predict that by 2020, Digital 2.0 technologies, including machine learning, artificial intelligence, biometrics, and robotic automation will further augment Contact Center 3.0 with innovative, personalized solutions. Enterprises that are flexible and that openly embrace this model will emerge as masters of the customer experience (CX).

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