Published on November 9, 2023, 6:58 am
The field of customer service and support (CSS) is constantly evolving, driven by key technological innovations. According to Gartner, there are four pillars that underpin this technology revolution: getting connected, process orchestration, knowledge and insight, and resource management.
Gartner’s Hype Cycle for CSS Technologies in 2022 highlights the important maturing technologies that support customers. This cycle provides valuable insights into the evolution of a technology or application over time, helping businesses manage their deployment according to specific goals and industry requirements.
Drew Kraus, Vice President Analyst at Gartner, emphasizes that efforts to improve digital channels and enhance automation through analytics are fueling customer service technology spending. Despite economic challenges, organizations are recognizing the importance of investing in technologies that enhance customer service experiences and ensure seamless journeys.
The “getting connected” pillar focuses on delivering channel-agnostic designs to create customer service journeys that include intelligent self-service. One example is cloud-based contact center-as-a-service (CCaaS), which allows organizations to efficiently manage multichannel interactions and provide holistic support for both customers and employees. This technology enables organizations to prioritize creating a seamless customer journey across assisted and self-service channels.
Process orchestration involves technologies that support complex and personalized customer engagements through automation. Chatbots, virtual customer assistants (VCAs), are expected to become the primary customer service channel for a quarter of organizations within five years as they evolve to handle more involved requests. The emergence of AI voice capabilities has made large-scale call center automation viable, promising significant cost savings and positive customer experiences.
The knowledge and insight pillar encompasses innovations that deliver valuable insights into operational processes while recommending the next best actions across various functional groups. Customer service analytics, voice-of-the-customer solutions, and knowledge management software contribute to making better use of analytics and AI – top priorities for CSS leaders in 2022. Customer data platforms (CDPs) play a crucial role by unifying customer data from multiple channels, optimizing message targeting and timing, and enabling in-depth analysis of customer behavior.
Resource management technologies empower employees and contribute to a stronger customer experience. Workforce engagement management (WEM) solutions, which include interaction assistance and voice-of-the-employee capabilities, complement the existing workforce optimization market. These solutions are expected to have a significant impact on service organizations within two to five years. With an increasing number of gig and freelance workers, maintaining high employee satisfaction becomes vital for securing commitment and delivering excellent customer service.
Gartner’s Hype Cycle for CSS Technologies also highlights other technologies such as mobile field service management and field service workforce optimization that fall within the resource management pillar.
In conclusion, technology innovation is driving new possibilities in customer service and support. By leveraging key pillars like getting connected, process orchestration, knowledge and insight, and resource management, organizations can enhance their customer experiences, design seamless journeys, and set themselves up for future success.