Are customer emails a thing of the past?

Chatbots and predictive analytics are making it easier and more cost effective for utilities to communicate with their customers, but could these newer technologies be pushing emails to the brink of extinction? With cyber threats on the rise and the need to deliver more affordable customer solutions, Keith Gait, chief executive of the Customer Experience Foundation, explores these challenges in more detail.

Following a recent industry council event with utility organisations it is clear that as they expand and adapt to changing user expectations, their CX and contact centre operations are facing a myriad of challenges.

Most are utilising all forms of communication from email, phone and text to apps, live chat, and social media but many say this will change as they explore and adopt AI technologies to enhance customer experience and streamline communication and email once hailed as the messiah is now being viewed as an outdated communication tool.

Cyber Attacks and Fraud

Many said that they predict they will stop using email as a contact channel mainly due to concerns over cyber-attacks, fraud, and the considerably higher cost to serve.

If the prediction is true, it is imperative for organisations to reassess their contact channels in the face of evolving security challenges. This shift not only reflects a strategic response to safeguard sensitive information but also signals a broader re-evaluation of communication methods to ensure the resilience and security of business operations in an era fraught with digital risks.

Beyond the cybersecurity risks associated with email, another significant factor contributing to the reconsideration of this contact channel is the considerably higher cost to serve. Unlike some alternative communication methods, email interactions often entail a more extensive and resource-intensive process, encompassing activities such as monitoring, filtering, and responding to a deluge of messages.

Email customer communication costs

The manpower and technology required to manage and secure email communication contribute to elevated operational costs for businesses. Recognising the financial implications of sustaining this contact channel, organisations are being prompted to explore more cost-effective and streamlined alternatives. This shift in focus from email not only addresses security concerns but also underscores a pragmatic approach to optimising operational efficiency and resource allocation in the dynamic landscape of customer communication.

Game changing technology

It is critical for the IT departments to work closely with the CX team to shape what the technology needs to look like. It isn’t just about automation; it is about empowering agents.

Call summary technology will be a game changer in terms of saving time for agents and making their lives much easier. However, typing up call notes can sometimes be the breathing space staff need in between calls and when you have a quick succession of highly emotive calls

Replacing email with AI-driven solutions in contact centres and customer experience operations involves leveraging technology to enhance communication efficiency, personalisation, and problem resolution.

Alternative communication channels

Chatbots and Virtual Assistants

Implement chatbots or virtual assistants to handle routine queries and frequently asked questions. These AI-driven systems can provide instant responses, freeing up human agents to focus on more complex issues. Chatbots can be integrated into various messaging platforms, offering a more interactive and dynamic way for customers to engage with the business.

Natural Language Processing (NLP)

Utilise NLP to enhance the understanding of customer queries. AI can analyse and comprehend natural language, enabling more accurate and context-aware responses. NLP can also be applied to categorise and prioritise incoming messages, ensuring that urgent or critical issues are addressed promptly.

Predictive Analytics

Leverage predictive analytics to anticipate customer needs and issues. By analysing historical data, AI can identify patterns and trends, allowing businesses to proactively address potential problems before they escalate.

Multichannel Integration

Implement a multichannel strategy where AI seamlessly integrates with various communication channels, such as chat, social media, and voice. This ensures a consistent and unified customer experience across different platforms.

It’s essential to strike a balance between AI automation and human touch, ensuring that complex or emotionally sensitive issues are appropriately handled by human agents. Additionally, ongoing monitoring and refinement of AI systems are crucial to maintaining effectiveness and improving the overall customer experience.

Many participants agreed that in five years they will be delivering a very different kind of customer experience, and one predicted that 70% of business tasks will be done using AI.