08/17/2022 | Press release | Distributed by Public on 08/17/2022 10:42
This is part one in a mini series on Machine Customers and the impact on the Service Function. Make sure to check-back in September for part two.
Have you thought about how the product your customer has purchased, or the smart device they own might request service from your function? Machine customers are already here, and they're impacting many of our daily lives - maybe you've recently asked Siri, or Alexa to call customer service, provide some basic information, or wait on hold for you. At our recent Future of Customer Serviceevent however, a large group of Customer Service & Support leaders said that preparing for the influx of machine customers hadn't crossed their minds, or felt like a very distant trend. But look around you - Machine Customers are everywhere, and it's time for Customer Service and Support leaders to consider the impact they will have on their function, because that impact is going to arrive sooner rather than later.
In this first of two blogs on machine customers, I want to dispel the common misconceptions I hear in response to the question "what is a machine customer?" We'll talk about what a machine customer is, what it isn't, and I'll share a few examples of machine customers that I discuss with my clients.
First, let's remind ourselves what a machine customer is, and what it isn't. A machine customer isn'ta chatbot or AI within the service function which provides issue resolution. In fact, a machine customer doesn't live inside your organization at all.
Rather, a machine customer is something in your customer's home, car, business, or phone. Specifically, these are products or bots that request and perform serviceon behalf of their owner for lower customer effort. So identifying issues, reporting them to customer service, and obtaining resolution. In the most effortless experiences, the entire service journey takes place without the customer having to say or do anything at all.
Let's take a look at four examples of machine customers and the low-effort service they undertake that will be instantly familiar to many of us.
If you've owned or used one of these products, and benefitted from the machine customer within, it would be difficult to imagine switching back to a competitor product which doesn't offer this low-effort customer service. All it takes is for one of your competitors to innovate and offer machine customer functionality, and all of a sudden, you'll be left behind as your customers opt for the competitor's lower-effort service.
Machine Customers are here to stay, and many leaders I've been speaking with have been surprised to find that some of their peers and competitors have already launched some form of machine customer integration with their support services. Perhaps you are currently deploying a chatbot? If so, machine customer integration is something you need to be considering. So, will your organization be next to respond?
In next month's blog: Questions your Service function needs to have answers to in order to respond to the growth in Machine Customers.
Can't wait that long? Schedule an inquirywith me or a fellow Customer Service & Support expert today to think through your approach to machine customers and prepare to deliver the next generation of Customer Service.