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June 22 - 26, 2020 | Caesars Forum, Las Vegas

What’s In Store for Tech & Innovation Focus Day at CCW Vegas 2019?

By: Customer Contact Week
06/05/2019

Customer Contact Week Vegas is bigger and better than ever in 2019. Celebrating 20 years of CCW, we’ve got a jam-packed agenda brimming with 200+ exhibitors, book signings, Interactive Discussion Groups, keynote speakers and celebrity headliners.

New to the event this year is Technology & Innovation Focus Day, combining thought-leading research and content generated by CCW Digital with the latest project case studies from senior industry practitioners.  

There’s so much going on with new technology in customer service, support and success in 2019 that we’re dedicating a whole day of analysis, workshops, and interactive activities to the most pressing trends that are changing the face of modern customer contact.

But with new technology come new challenges, too. There’s a steep learning curve when it comes to adopting and adapting to new technologies – and our Technology & Innovation Focus Day is designed to help you start to climb it. 

Split over three sessions – Customer Journey Mapping, Actionable Analytics, and Chatbots – Technology & Innovation Focus Day is an interactive journey of learning and discovery, exploring the emerging tech and innovations set to transform customer experience and help customer-facing professionals do their jobs more efficiently.

Let’s take a deeper dive into each of these Sessions and find out what’s in store.


Customer Journey Mapping

Customer interactions do not occur in isolation. Even the most simple, transactional interaction is part of a larger relationship between the organization and the customer. To put it another way, customer interactions are part of a journey.

A customer journey is the totality of interactions between a business and a customer, encompassing all direct and indirect engagement across all channels for all purposes. Importantly, from the customer’s perspective, the customer journey does not occur in silos. Customers do not perceive of – nor care about – a separate marketing journey, sales journey, and after-purchase service journey. Rather, they are simply hoping for a simple, personalized, proactive, and valuable interaction at every single touchpoint.

Spanning departments, channels, systems and functions, customer journey maps help organizations understand and analyze customer journeys from an outside-in perspective as customers move between touchpoints. Instead of viewing interactions from a business mentality, journey maps reveal how the experience looks and feels to customers.

Moving to a new channel should never feel like switching to a new business: note – the need to repeat information ranks as the leading cause of customer complaints. With journey mapping, the organization will always be able to identify who the customer is, where the customer has been, and what outcome the customer hopes to achieve. As a result, agents and self-service tools can more accurately and rapidly tailor the experience, and accommodate the growing preference for asynchronous conversations, in which customers can “pause” in the middle of a conversation, and then “pick up where they left off” hours or even days later.

Our Technology & Innovation Focus Day spotlight on Customer Journey Mapping provides key highlights from CCW Digital’s special Customer Journey Mapping Report, interviews Devon Westerholm, Director of Customer Experience at Dropbox, on her experience mapping journeys at the company, and then dives into an interactive journey mapping activity for immersion in the process.


Actionable Analytics

In today’s era of customer centricity, the importance of analytics cannot be understated. However, the most valuable data to a customer contact operation does not simply reveal what is happening, why it’s happening, or how the contact center can improve. Rather, it empowers the organization to actually drive meaningful change by providing the most contextually relevant answers, insight and guidance to the right actor at the right touchpoint at the right time. Put simply, actionable analytics empower rather than merely inform.

To transform analytics from an “array of knowledge” into a blueprint for taking action, organizations can leverage several game-changing best practices. These involve first gathering the right intelligence, and then making that intelligence available where it’s needed most.

To do so, three key requirements must be met:

1.    The Right Actor – Be it a frontline agent, a supervisor, or senior leader, the right actor needs to be able to quickly access the right data as needed.

2.    The Right Format – The data must be in a form that is immediately useable: i.e. it does not need further “processing” in the moment of truth.

3.    The Right Story – The data must tell a clear story so that the actor understands the importance of the intelligence and why it is valuable in the given situation.

Importantly, in order to use actionable insights to truly drive change, organizations must focus on the smaller-scale, immediate opportunities. Far too often, organizations tend to focus solely on high-value outcomes – and when visions are too lofty, the organization neither knows how to acquire the most relevant insights, nor how to measure the immediate impact of its actions.

Our Technology & Innovation Focus Day spotlight on Actionable Analytics delves into CCW Digital’s special Actionable Analytics Report, interviews Michael DeJager, Principal Analyst at Customer Management Practice, and then dives into a speech analytics interactive activity with Roger Lee, Director of Customer Success at Gridspace.


Chatbots

Customer contact success with chatbots cannot be guaranteed. The technology is supposed to empower customers to solve problems on their own (or rather with the help of a well-programmed AI-powered bot), reducing the volume and associated costs of agent-assisted interactions in the process. However, if applied recklessly or incorrectly, chatbots are more likely to damage the customer experience (and, by extension, the reputation of the brand) than they are to enhance it.

Common mistakes with chatbots usually revolve around their failure to pass a “customer centricity test”. This is to say that they fail to deliver value to the customer – blundering bots that can’t answer questions and provide solutions add nothing but friction to the engagement journey. Other times, organizations attempt to shoehorn bots into areas that are better-suited to agents – often, a conventional website or self-service platform will prove more than sufficient for customers.

Customer-centric organizations know when chatbots make sense, and when they do not. They identify opportunities in which a bot will represent the best possible option for completing a particular task, and allow real agents to retain control in all other areas.


How can we ensure our chatbots are truly elevating the customer experience? Our Technology & Innovation Focus Day spotlight on CX Automation will answer this question. Beginning with key insights from our special State of Chatbots report, an interview with Mario Matulich, Executive Director at Customer Management Practice, will follow before we dive into an interactive step-by-step tutorial on building a virtual assistant with Watson Assistant.


CCW Vegas 2019

Tickets for Technology & Innovation Focus Day is set to be one of the biggest highlights of CCW Vegas 2019, and passes are selling out. To find out more about the Focus Day and all our other fantastic Workshops, Interactive Discussion Groups and Track Sessions taking place at CCW this year, download the agenda for full information and insights.