Library: Efma – Humanising the digital

Executive summary:

The pandemic-induced digital way of living, not just working, has led to huge digital transformation in the way customers are serviced. Having said that, since most customers connect with firms during moments of angst (and not delight), there is a born again focus on the human angle of customer experience, be it in the form of empathy or in the form of a healing touch. And research validates this.

The pandemic led to huge digital transformation to customer servicing

While customers want to spend money with companies which demonstrate they truly value them, Gallup research indicates that an emotional connection with customers can net an additional 23% revenue!

The best of man and machine

Let me elaborate on this by highlighting one of our key initiatives in this area: relationship manager @ hospital, which leverages the best of man and machine. While the relationship manager is a real human being, the servicing is digital. At select hospitals, wherein we have high footfalls from our health insurance customers, the relationship manager, who services them remotely and digitally, connects with them to offer them loads of empathy and to ask them to focus only on recovery while he takes care of the entire servicing aspect digitally, be it coordination with various departments in the hospital or ensuring a prompt check out. And our NPS on this validates the wow experience that customers have had – a score of 94 without a single detractor.

Our success in terms of humanising our digital customer experience has helped us crystallise the following principles:

• Data can help you personalise at scale;
• Positioning;
• Tapping white spaces;
• Conversational AI;
• Adopt the right tool for the right touchpoint;
• Move from consumer to prosumer; and
• Machine for standard, human for non-standard.

See the full report for more…

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