Autonomous Customer Service Falls Short in Meeting Client Demands
Deloitte Digital Unveils Tiered Approach to Customer Experience (CX) Strategy
Deloitte Digital has proposed a three-layered approach to CX, catering to different customer needs and preferences. This new model, presented as a pyramid, emphasizes the importance of self-service in a comprehensive customer experience strategy [1].
Base Level - Fully Independent Self-Service
The largest group of customers prefers autonomous self-service options, managing their needs digitally. These customers can search for products, check availability, make purchases, manage returns, and find answers to general questions using FAQs and instructional videos [1].
Middle Level - Semi-Automated, Hybrid Service
A smaller segment requires a mix of self-service and human interaction. This level typically uses chatbots to answer basic questions, with the option of escalation to live agents for more complex issues. Phone support is also provided for customers preferring direct human contact, thus blending AI and human support [1][2].
Top Level - Full Human Service
The smallest group consists of customers who specifically want to engage live representatives throughout the service experience, typically for high-touch or complex requirements [1].
Each layer of this pyramid is supported by underlying strategies involving internal processes, technology, data, and expertise to ensure seamless delivery. Implementation includes training staff, deploying technology like video calls, and managing service protocols (e.g., addressing aggression) [1].
Implementing Deloitte Digital's Model
To offer customers video calls, new software or computers may need to be installed, employees trained, and dialogue support developed. A process should also be established through which employees can report aggression, and can exclude the relevant customers from the option of a video call [1].
Embracing Self-Service and AI
Self-service is considered a crucial part of a customer experience (CX) strategy, with AI-powered customer self-service being used by 63% of businesses [4]. The report continues by stating that customers who need more face-to-face communication are at the next, somewhat smaller level of the pyramid [1].
Customer Preferences
According to Tidio's data, about 88% of customers prefer access to a self-service portal when shopping online [3]. Behind all three levels of the CX pyramid are supporting strategies, including the internal processes that need to be shaped, the technology and data that will be used, and the expertise that needs to be developed [2].
In essence, Deloitte Digital's model accommodates customers who prefer doing everything themselves, those who want a mix of automation and human help, and those requiring personalized live assistance, ensuring a comprehensive CX strategy aligned to customer diversity in needs and interaction preferences [1]. This approach is consistent with broader CX trends emphasizing AI-human collaboration and providing flexible self-service options with live support fallback [2][4].
Sources
- Deloitte Digital (2022). Deloitte Digital's model accommodates customers who prefer doing everything themselves, those who want a mix of automation and human help, and those requiring personalized live assistance, ensuring a comprehensive CX strategy aligned to customer diversity in needs and interaction preferences.
- Deloitte Digital (2022). The report's authors suggest identifying and appropriately applying technologies and services based on the supporting strategies.
- Tidio (2020). About 88% of customers prefer access to a self-service portal when shopping online, according to Tidio's data.
- Business Insider (2020). AI-powered customer self-service is used by 63% of businesses.
- Technology plays a significant role in supporting each layer of Deloitte Digital's CX pyramid, as it includes the deployment of AI and video call technology.
- The implementation of Deloitte Digital's model may require the installation of new software or computers, training of employees on the use of these technologies, and development of dialogue support.
