Customer service quality to become more important over next decade
Customer service organisations have been under more pressure than any other industry to adapt and evolve quickly to an era in which consumers hold the power, there is a growing number of communication channels and millennial employees pose their own challenges.
The contact centre has been leading the customer service evolution for decades and is likely to remain at the forefront of customer experience. That makes it essential to get customer service right, according to NICE.
Raghav Sahgal, President, NICE Systems Asia-Pacific, said, “Contact centres need to evolve to smart centres to uncover customer insight, predict human intent and take the right action to improve their business. Workforce optimisation, analytics and other advanced applications are helping call centres evolve into customer experience centres.”
A recent survey conducted by Telesperience and sponsored by NICE identified the key characteristics of contact centres in 2025. The survey, titled Contact Centre 2025: Trends, Opportunities and Strategies, revealed that customers in 2025 will have zero tolerance for sub-optimal service, as they will be even more informed about the reality of service, have higher expectations, be empowered by social sharing, and be more willing and able to shift supplier.
Sahgal said, “Contact centres will become powerful resources for finding out what customers think of companies and for capturing sentiments, feedback, needs and wants. The contact centre will therefore take on a more strategic, central role in organisations. To fully leverage this shift, it will become important for contact centres to become more integrated with other company functions such as marketing.
“In fact, the contact centre will likely take full responsibility for all customer communications (voice and digital), rather than being by individual departments’ timescales and goals.”
According to the report, by 2025, personalisation will go beyond tailoring offers, products and services. It will grow to include the staff, who will become known and trusted individuals rather than scripted agents. It will also let agents change the way they provide service based on context rather than on a rigid set of rules.
Sahgal said, “Some companies today manage to hold onto customers because they play in a limited vertical market without significant competition. This will change as customers become more driven by their desire for outstanding customer service.
“As a result, companies of all types will have become far more adept at collecting, combining and leveraging customer data, including being able to utilise this in real-time and in context to gain more meaningful insights. This will let them deliver more innovative experiences, opening up new revenue opportunities.”
Even more than today, customer contact centres will drive a business’s success or failure based on the performance of its agents. That performance will depend upon having the right tools and information available to provide the best experience possible.
The report predicts that, by 2025, organisations will adopt a more analytical-based approach to deliver a deeper and more enriched level of service. They will look to understand individual customer needs and preferences, and use both historical and real-time data from a variety of sources to deliver personalised service. They will also use a blend of human effort, automation and machine learning, reducing the administrative burden on people and letting them concentrate on adding value to customer interactions.
Sahgal said, “Businesses that can understand and get ahead of these trends are likely to outperform their competitors, even in industries where customer service has not traditionally been a key differentiator.”
Digital Leader Mobiquity Expands Into Asia-Pacific
As an international digital consulting firm, Mobiquity helps a global client base upgrade its digital banking and financial services. The company employs 1,200 team members across 50+ nationalities and serves an estimated 200+ million users each day. Recently, the company built out a digital banking experience for the Bank of the Philippines Islands’ online and mobile platforms—exemplifying its mission to help leading brands engage with technology in meaningful ways.
To highlight Mobiquity’s services, here are a few of the company’s recent accomplishments:
- Designed and developed the first FDA-approved digital medicine system
- Launched a five-star mobile ordering app
- Pioneered a cloud-based IT infrastructure that prevented bank fraud
- Built the official AWS re:Invent 2017 and 2018 mobile apps
What Makes Mobiquity Stand Out?
According to Mobiquity, it's the people that make all the difference. ‘We’re born innovators who like meaty challenges’, the company wrote. ‘We go deeper, getting to the root of your customers’ friction and creating personalised engagements that deliver much more than a digital experience alone’. Now, the company has added former Microsoft and IBM director Gustavo Quiroga to its team.
Who Is Gustavo Quiroga?
At Mobiquity, he’ll be the first Vice President of Business Development Financial Services in APAC. With years of experience in the industry, Quiroga has developed numerous tech, business, and customer experience projects: at Microsoft, he led a top Aussie Azure Data and AI specialist team, and at IBM, he applied AI and deep analytics to transform the company’s business processes, CX, and UX.
Based in Sydney, Australia, Quiroga will start to work with Mobiquity clients in Singapore, Vietnam, and the Philippines and take responsibility for expanding the company’s regional operations. ‘Our best way to impact client outcomes’, he wrote, ‘is by listening to them with an inquisitive and open mind and empowering our people to do the same’.
When notified of the announcement, Quiroga expressed excitement over his new role. ‘I’m delighted to join Mobiquity and support the company’s rapid expansion across the Asia-Pacific region. I joined Mobiquity to develop, design and implement digital products and services that create meaningful experiences with customers...and I look forward to using my expertise to develop partnerships where we can achieve this every day’.
Where Does Mobiquity Go From Here?
In the past six months, Mobiquity has hired over 100 new employees, including the high-profile additions of Howard Moore, Senior Director of Banking, and Ruby Walia, Senior Advisor for Digital Banking. This falls in line with the company’s hyper-growth strategy to deliver digital products to the world.
As Matthew Williamson, Mobiquity’s Vice President of Global Financial Services, explained: ‘Our appointment of Gustavo demonstrates [our] commitment to hiring an A-list team of talent. The latest addition to the Mobiquity team supports our vision of global growth in Asia-Pacific, as a recognised partner within the banking and finance ecosystem’.