There Will be Conflict Between Opti-Channel and Personalisation
The challenge for opti-channel strategies will be to align them to your personalisation strategy. How will it work when you have analytics driving your personalisation strategy that say customer X wants a fully digital experience but your opti-channel strategy says part of the digital experience is sub-standard? And the answer to this lies in understanding the scope of your experience creation – are you trying to improve the existing experience or are you looking to create a new improved experience?
If you are improving the existing experience, then you have less license to shift transactions and customer between channels – even if it is a better experience.
If you are creating a new experience, you have the opportunity to start again with the overall experience and prove to customers that the new experience is actually a better one.
For example, when airlines moved away from in-person check-in to self-check-in kiosks, there was an initial uproar from customers who had not yet experienced it – claiming that it was less personal and less human. But the reality is that the airlines took the check-in screen that the agents were using and made it customer-facing. Travellers can now see the seats and configuration and select what is best for them.
This experience was reinvented again when the check-in moved to web and mobile. By turning the screen around to the customer, the experience actually felt more human and personal – not less. And by scattering agents around the screens and including a human check-in desk for the “exceptions”, the airlines could continue to optimise AND personalise the experience as required.
Opti-Channel Opens Many New Business Opportunities
Your end-state experience should consider what is the best channel or touchpoint for each step in a journey – then determine the logic or ability to shift channels. Pushing customers from a chatbot to web chat is easy. Moving from in-store to online might be harder, but there are currently some retailers looking to merge the in-store and digital experience – from endless aisle solutions to nearly 100% digital in-store. Some shoe and clothing stores offer digital foot and body scans in-store that help customers choose the right size when they shop online. And we are beginning to see the rollout of “magic mirrors” – such as one retailer who has installed them in fitting rooms and you can virtually try different colours of the same item without actually getting them off the shelf.
Businesses are trying to change customer behaviour – whether it is getting them into stores or mainly shopping online or encouraging them to call the contact centre or to even visit a service centre. Creating reasons for why that might be a better option, while also providing scaled-back omnichannel options is a great way to meet the needs of existing customers, create brand loyalty and attract new customers to your company or brand.
Ecosystm Principal Advisor, Ravi Bhogaraju says, “It is becoming clear that companies and individuals are grappling with three issues – the changing size and composition of the workforce; the productivity of those who are driving the businesses; and attracting, reskilling and engaging the broader workforce.” These are the challenges that tech providers will have to help organisations with.
Workspace is Google’s office productivity suite comprising video conferencing, cloud storage, collaboration tools, security and management controls built into a cohesive environment. The new features announced by Google Workspaces include Focus Time to avoid distractions by limiting notifications, recurring out-of-office and location indicators to make colleagues aware if the person is working from home or office, support for Google voice assistant in workplaces, second-screen experiences to support multiple devices, and features for frontline workers designed to help mobile employees collaborate and communicate better with the rest of the organisation. Google is also working on a trimmed down version of Google Workspace – Google Workspace Essentials – which will provide support for Chat, Jamboard, and Calendar. Workspace is estimated to have 2.6 billion monthly active users.
Bhogaraju says, “One of the issues that is fast emerging as significant is not just the employee experience or customer experience but the complexity of the digital workplace as platforms introduce newer and advanced features. In the end, there has to be simplicity, clarity, and a clear focus on the goals – not just an overload of features that makes life more complex for the employee. It would be critical to enable these features thoughtfully and reskill staff adequately so that the adoption and impact to business process is felt in their day-to-day activities.”
Workspace Transformation across Industries
With many of Google’s employees and developers working remotely, the company has first-hand experience of the challenges of remote working and is leveraging the experience. Google Workspace is also working on custom solutions for various industries. In Retail for example, Woolworths, rolled out Google Workspace and Chrome for geographically dispersed teams to collaborate in real-time and adopt custom-made applications linked to global servers to allow managers to log and address tickets from the shop floor itself. Similarly in Aviation, All Nippon Airways uses Google Workspace to allow pilots, cabin attendants, HR and finance staff to communicate and collaborate in real-time across the globe, using Google Meet, Google Docs, Google Sheets and Google Slides from their PCs, smartphones or tablets. Google retains its focus on the Education industry – Google Workspace Education Fundamentals is free for all qualifying institutions. Solutions such as Google’s Classroom, Teach from Anywhere hub, roster sync, mobile grading and EdTech tools aim to enable better learning and teaching experience for students and educators.
Tech Companies Revamping their Collaboration Offerings
With more companies rethinking their work policies, leaders in the collaboration space are also stepping up their game to evolve their offerings for the hybrid norm. Microsoft’s Viva unifies the experience across Teams and Microsoft 365 for employee communications, wellbeing, learning and knowledge discovery. Similarly, Zoom too has upgraded and integrated various utility, sharing, and management features to support a hybrid workforce. Tech companies are being forced to invest in creating next-generation tools to stay relevant, as Future of Work models continue to shift and evolve.
As tech companies evolve their capabilities, Bhogaraju warns organisations on how they should leverage them. “While technology companies continue to deliver feature rich suites – in reality the uptake and embedding of these programs into the day-to-day business processes is still in its early stages. Business, HR and IT teams continue to struggle. They tend to operate within independent thought silos and there is limited consensus on which feature is really needed and how it can add to the productivity and efficiency. Without this crucial context and an effective change management program – they remain rich features and not impactful ones.”
The hybrid workplace model is gaining popularity in 2021. Check out Ecosytsm’s top 5 Future of Work Trends For 2021. Signup for Free to download the report.
Businesses across all industries and sectors are looking to improve their customer experience. These initiatives are primarily meant to drive return business – but when done well, they can also drive down costs and drive up brand perception. This initiative from BA is a great example of a company looking to put the customer at the centre of their business and solve customer pain points – particularly one as sensitive as providing equal access to services regardless of physical ability.
Serving customers with mobility challenges is a minefield for airlines – it is difficult to know exactly when people with mobility challenges will arrive at the airport and need to check in – and in a low margin business like the airlines industry, you cannot afford to have staff deployed just to assist passengers to the right gate or location. Even keep track of the location of the mobility assets – such as wheelchairs – at any given time can be challenging. Taking a staff member off check-ins or baggage handling to transport the customer with mobility challenges to their gate can impact the experience of other customers too. Often it can turn out to be lose-lose outcome, despite the best intentions.
And the BIG risk is when you get it wrong, there is a high likelihood that you will be crucified on social media – you can be certain of many retweets and angry emojis of inconvenienced passengers missing flights, left stranded at gates or stuck in security. So even if you tried to do a good job, it has the potential to backfire.
BA has thought out of the box here with this solution, starting with the challenge of getting people with mobility issues to their flights on time. But the added benefit they will likely see is the ability to do this quickly. These wheelchairs being autonomous and equipped with map functions should be easier to track and requisition just-in-time. This means customers will have to wait less for their wheelchairs and also be less concerned they might miss their flights – it may even mean that mobility challenges customers can even have the same airport experience as other customers – without the need to allow extra time to arrive at the gate. These vehicles free staff to serve all customers without having to divert attention to the one passenger whose needs are greater. This is also likely to get a lot of good PR and social media activity – helping the brand and showing their willingness to invest to ensure equal access to services regardless of ability. I know if I saw such a device in an airport I would ask the person in the chair if I could snap their picture to put it on social media – and credit BA for being an inclusive airline. While they cannot control bad social media coverage – BA has thought of a service than can help strengthen their brand. And again – at the centre of this is a happy customer.
By focusing on solving a real customer problem, BA should be able to win more business from those with mobility issues – a market which is growing rapidly – and also strengthen their position as an inclusive air travel provider.