Rami Jaulus, NGG CEO, reports back from the Digital Customer Experience Strategies Summit in Chicago. One of the most intriguing sessions was led by Trays O’Reilly, Vice President Customer Experience at Comcast NBC Universal. Here are some highlights.
One of the most intriguing sessions at the fourth edition of the Digital Customer Experience Strategies Summit, held in Chicago, Illinois, was a lecture by Trays O’Reilly, Vice President Customer Experience at Comcast NBC Universal. Comcast is the largest cable and internet service provider and third-largest phone company in the US.
In her lecture, O’Reilly made an important observation: “Customers all want the same thing […] they want their experience to be seamless and effortless. If their experience is anything but that, they’ll just go and find another provider.”
O’Reilly elaborated: “We always give our customers a choice, follow up on their issues, and offer support by phone. If a customer calls us, we’ll always call them back to the same device. We use a variety of channels to communicate with our customers – voice calls, TV menus, mobile apps, and online chat.”
“One of our older tools,” says O’Rilley, “is IVR,” or Interactive Voice Response. “An already-frustrated customer picks up the phone and is then forced to navigate the labyrinthine IVR experience. By using tools for real-time device analysis and crossing that data with customer information, Comcast is able to provide real-time automated support and minimize customer attrition due to long waiting times.”
What’s the Bottom Line?
Customers are accustomed to using multiple channels and devices in their daily consumption routines. While smartphones are great for short bursts of day-to-day interaction, customers faced with important choices that require a more thorough investigation will mostly turn to their computers.
When they interact with a service giver, customers expect a seamless transition between physical and virtual interactions and across devices. This means that the customer experience must remain coherent as they go back and forth between the store, their computer, their tablet, or their phone.