PodChats for FutureCIO: Maximising the impact of automation on customer experience

In a Forrester study commissioned by CINNOX, only 16% of all surveyed customers recently experienced interactions that exceeded their expectations. It indicates that although organisations are committed to becoming more customer-focused, they have insufficient understanding of customers’ expectations and are failing to deliver quality experiences. In more developed markets like Hong Kong and Singapore, customer experience sentiments were the lowest, with only 7% and 9% experiencing interactions that exceeded their expectations, respectively.Patsy Wong, Chief Strategy Officer at CINNOX, says customer experience is the battleground that organisations compete on. In this PodChats for FutureCIO, we are joined by David Coghill, Head of Solutions Engineering, Asia Pacific & Japan, Twilio, to talk about the impact of automation on customer service and experience.1. Give us a state of customer service today – what is working and what isn’t?2. Some automation already exists in today’s customer service. Where are the major failings of these automation tools/processes?3. Given that technology is an enabler for customer service (do you agree with this statement?), who decides what technologies should be integrated into the process?4. What metrics should be used to evaluate the effectiveness of such an effort?5. Can you cite any use case today where automation has proven to be an effective approach to enhancing customer service?6. What is your advice to leaders looking for a more effective and efficient customer service operation?7. What sort-of investments am I looking at when evaluating how to transform my processes to be more customer centric?