The fact that the importance of customer satisfaction and loyalty is high on the management agenda is confirmed by the positive development of loyalty programmes. More and more companies are investing directly in customer experience and are relying on a customer loyalty program or are planning to introduce such a program.
Figure: Share of companies with a loyalty program
In addition to the goal of improving customer experience and loyalty, companies also have to ensure that customer service is handled as efficient as possible. Digitalization is the keyword and has a profound impact on processes and technologies in the service center. For example, many innovative technological solutions are developed and installed to support the most important communication channel: the voice channel (a detailed list can be found in the report).
Artificial intelligence (AI) is also a promising new technology that is being implemented and used, especially in the further development of self-services. The figures collected in our survey indicate that management is already aware of this. For example, 25 percent of the service center in our survey already use instruments with AI or are in a pilot phase.
Figure: Use of applications supported by AI
Nevertheless, the use of self-service in customer service has stagnated over the last two years. Maybe because of the complexity of customer requests.
It is interesting to see the significant differences in the use of self-service by industry, with the information and communications industry playing a leading role. The percentages of reduced employee contacts through self-services are shown below.
Detailed information and solutions for the trade-off between customer loyalty and increasing efficiency can be found in the Service Excellence Report 2019