Using Automation To Drive A More Personalized CX with HGS Chief Digital Officer, Virgil Wong

IT Visionaries

For years, marketers and technologists have envisioned a world where technology would be advanced enough and smart enough, that they could reach consumers on a deeper and more emotional level. Turns out, through the power of automation, that world may now exist.

“I'm really talking about designing your digital channels so that they are cognitive. So you're reacting to what a customer might be feeling or thinking, being compassionate. So you're responding to the customer situation with a genuine effort to help. So we talk about implementing bots. It's not just about trying to impersonate a real-life human being. You really shouldn't try to do that, but we're about creating these solutions around automation that's very much attuned to the customer's emotions, their motivations, their challenges that they're facing.”

Robots in the workplace are not new, but automation as a driver of empathy and not a way to accomplish repetitive tasks is a game-changing advancement. Virgil Wong, who you just heard from, is the Chief Digital Officer for HGS Digital, a company focused on making empathy a driving force behind the customer experience. Virgil joins IT Visionaries to discuss how artificial intelligence, machine learning, and intelligent automation are more than just buzzwords. In fact, they are actionable pieces of technology that can drive brand loyalty and create the optimal customer experience.

Main Takeaways

• Let’s Be a Bit More Empathetic: Whether your customer is interacting with you on a website, mobile app, or via chatbot, the experience they have with your technology must be based on empathy. When customers are working with bots, that automation needs to be able to identify that customers' pain points, and then react in a compassionate manner.
• Walk Before You Run: When it comes to implementing sweeping customer experience changes, it’s important to start slow and discover what the pain points are, the processes involved, and how the technology can better serve the customer.
• Time to Upgrade: Your data sets should be driving your roadmap and how you interact with your customers. When you have millions of conversations, take time to digest the themes of those calls and where some of your customers’ common pain points are. Then use that data to drive a better, more empathetic experience.

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