Self service

Three-quarters of consumers say they will stop buying products or services as a result of repeated communications issues — and nearly half will do so after one or two poor experiences, according to a survey of 7,000 consumers in 17 global markets released in February by telecommunications provider Vonage.

The top frustration was long wait times to speak to an agent, cited by two-thirds of respondents. Another two-thirds say they would be very likely or somewhat likely to use AI-powered support tools for faster responses, according to the survey.

This makes AI well-suited for speeding up simple customer service inquiries, according to Reggie Scales, head of global applications at Vonage. Top applications of AI include 24/7 support for inquiries like password resets or order tracking and for instant responses to frequently asked questions.

The key to using AI is to understand customer needs and implement the technology where it enhances rather than replaces the human element, according to Scales. 

Less than one-quarter of consumers are very comfortable using AI-powered support for complex or sensitive issues, though nearly half are at least somewhat comfortable, according to the survey. 

Beyond using AI for simple interactions, AI can help improve person-to-person interactions, according to Scales.

“AI can also be used to triage incoming requests, routing complex issues to live agents along with historical customer information to aid the agent in providing relevant support,” Scales told CX Dive in an email. “This approach ensures that AI serves as an efficient first line of support, freeing up agents to focus on more nuanced problems, which ultimately improves the overall customer experience.”

Customers are open to using multiple channels for a single customer service inquiry, and this is where AI can shine. Nearly three-quarters of respondents had multichannel communications with businesses at least once in the past year, and nearly 3 in 5 did so multiple times.

Companies need to seamlessly escalate queries from AI to a live agent in order to keep these journeys positive, according to Scale. 

AI needs to be programmed to recognize when a customers’ needs are beyond its capabilities, particularly for complex inquiries or specific kinds of assistance that require human expertise, according to Scale. Companies should also offer the option to escalate to a human whenever the caller pleases.

“When an escalation is necessary, the transition should be immediate and effortless,” Scales said. “The customer should not have to repeat information they've already provided to the AI. The AI should pass the conversation history and context to the live agent, picking up where the AI left off.”

Wedding planning can be a complicated, stressful experience that often spans more than a year and involves coordinating multiple merchants. In recognition, David’s Bridal has shifted its CX strategy to extend its services beyond dress shopping and into the entire planning process.

The average bride hires 14 different vendors for her wedding day, according to Elina Vilk, chief business officer at David's Bridal. Brides will likely meet with three times that number of vendors during the leadup as they try to find the best provider for their needs.

David’s Bridal aims to smooth out the experience through Pearl by David’s, an app that helps brides plan their wedding with a digital checklist to keep dates and deadlines in order. The company launched the app in January 2023 as an all-in-one planning tool.

Vilk, who joined David’s Bridal in September, is upgrading the app to do even more, with new features slated to go live in 2025. Vilk was charged with leading the growth and development of Pearl as the retailer continues to rebuild its business following its April 2023 bankruptcy.

Vilk said Pearl, and by extension David’s Bridal, can create better experiences for brides by evolving beyond a planning tool to become a digital assistant that offers inspiration, simplifies scheduling and provides timely reminders.

“The way we're enhancing the experience is moving from being a checklist to being a copilot,” Vilk told CX Dive.

What is Pearl?

Pearl, a mobile app for wedding planning, delivers four major features. Brides can start using the app by answering a few questions about the kind of wedding they want. Pearl uses this information to create a vision board that offers advice on topics from dresses to floral arrangements.

From there, brides can create a checklist to help track what needs to be done and when. The app has options to design a wedding registry, including room-by-room inspiration for gift ideas, as well as templates for building a wedding website.

Pearl also ties directly into David’s Bridal’s loyalty program, Diamond. The two apps share login information to make swapping between the two easy, according to Vilk. Many vendors on Pearl also offer discounts for Diamond members.

Making booking vendors as easy as restaurant reservations

One of the most important considerations when upgrading a piece of software like Pearl is understanding how new technology impacts customers, according to Vilk, who comes from a B2B background, with more than 25 years spent at roles in tech companies including Hootsuite, WooCommerce and Meta. New tech that just looks more elegant isn’t very useful — it needs to improve the actual user experience.

With this in mind, the first thing Vilk did after joining David’s Bridal was map out the customer journey to understand the pain points brides face during the planning process. From there, Vilk pinpointed the biggest points of friction and began thinking about how Pearl could help.

“What are the different things she does at different points in time, and how do we enhance that experience from A to Z?” Vilk said.

One of these pain points was vendor booking. While Pearl can currently help brides find vendors and track meetings, Vilk sees room for improvement. 

Appointment bookings are one of the upgrades slated to launch in 2025, according to Vilk. The goal is that brides can not only discover vendors through Pearl, but also use the app to set up meetings and add them to the calendar. 

“It really shouldn't be any different than getting a reservation for a restaurant,” Vilk said.

Improving the local experience

Pearl aims to improve customer experience for third-party vendors, too.

Weddings are very personal and usually very local. A bride in Florida may be thinking about beaches and seek out vendors ready to cater to a sandy wedding, while a Midwestern bride likely has a completely different aesthetic in mind.

“National appeal is important, but it's also about the local and distinct thing I'm doing in a specific city,” Vilk said. “There's going to be local restaurants, local businesses, local photographers, etc., that understand that city better than anyone else does.”

However, many of these local businesses lack the budget to offer their clients a great experience from discovery to the wedding day. Pearl wants to fill that gap, according to Vilk.

“I think when looking at the pain points for the brides, I'm also looking at the pain points for the businesses,” Vilk said. “How can we start to connect the two dots? How do we become the Match.com for brides and businesses?”

Wedding planning involves far more than finding and meeting with vendors, and there are other ways Pearl aims to assist brides.

David’s Bridal is exploring using AI to suggest due dates for different tasks, adding features to help brides manage their budgets, and expanding its digital marketplace. For now, Vilk is prioritizing solutions for the biggest pain points David’s Bridal customers are facing.

“There are so many things I want to solve that I see in the process,” Vilk said. “I'll think, ‘I wish I could just tackle this right now,’ but you have to prioritize, and you have to say ‘no’ to a lot of really good ideas.”

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By Toshiba Global Commerce Solutions

What if convenience stores were no longer just about convenience? As customer expectations evolve, retailers must transform into dynamic retail hubs that cater to the needs of today’s on-the-go shoppers. In a world where speed, accessibility and seamless experiences have become expectations, convenience stores must redefine their value proposition to stay ahead in an increasingly competitive market.

Modern customers demand efficiency and digital integration in retail, pushing retailers to rethink their approach. The future of convenience lies in leveraging advanced technologies to streamline purchases, minimize wait times and enhance the overall shopping experience. With increasingly busy lifestyles and a rising expectation for instant gratification, shoppers now seek fast and effortless transactions, delivering maximum convenience with minimal effort.

Transforming the traditional checkout experience

Speed and efficiency are the backbone of every convenience store experience. Customers expect to complete their purchases within minutes, whether they are grabbing a coffee, refueling their vehicle, or picking up last-minute essentials. To meet these demands, many convenience stores are implementing self-checkout kiosks to eliminate long lines, offering mobile payment options that expedite transactions and introducing scan-and-go technology that allows shoppers to scan items with their smartphones and pay instantly. 

Curbside pickup and drive-thru lanes have also become increasingly popular, catering to customers seeking minimal in-store interaction while benefiting from the efficiency and accessibility of a physical retail location. Many retailers are experimenting with A.I.-integrated checkout systems that recognize items automatically, further reducing wait times and streamlining the shopping experience.

Shaping the future of convenience through digital integration

With the rise of digital integration in retail, convenience stores have evolved beyond physical locations, becoming integral parts of a connected ecosystem that enhances the shopping experience across multiple channels. Mobile apps have become a crucial component of this shift, allowing customers to pre-order food, earn rewards and receive real-time promotions based on location data and purchasing history. 

A.I.-integration is revolutionizing the shopping experience by delivering personalized discounts at checkout and through digital platforms. Subscription-based programs, such as unlimited beverage deals and recurring discount plans, continue to gain momentum, deepening customer loyalty and driving consistent engagement. Integrating digital solutions with physical retail spaces has become crucial for creating an efficient, customer-centric experience that meets evolving expectations.

Creating frictionless shopping experiences across all channels

Convenience stores must bridge the gap between digital and physical shopping experiences to remain competitive. Today’s customers expect flexibility in how they shop, whether in-store, online, or through mobile apps and retailers must create a seamless connection between these channels. Many convenience stores are implementing mobile ordering systems that allow customers to place an order in advance and pick it up in-store or through curbside pickup.

Digital loyalty programs allow functionality across multiple platforms, ensuring customers can redeem rewards and promotional offers whether they are shopping in person or through an app. Online inventory tracking is also becoming a standard feature, allowing shoppers to check stock availability before making a trip.

The future of convenience powered by innovation

The modern convenience store has evolved into a highly efficient, technology-driven atmosphere designed to meet the needs of today’s evolving customer base. As customer preferences continue to shift, retailers that succeed will do so by proactively adapting to emerging trends and prioritizing customer-centric innovations.

The future of convenience in retail belongs to those who can seamlessly integrate technology, enhance the shopping experience and build long-term loyalty through unparalleled efficiency and service. Retailers that embrace this will not only exceed customer expectations but set new industry standards, redefining what convenience truly means.

Nearly 3 in 5 consumers say they would be more likely to try a brand that incorporates voice technology in their customer service, according to an October survey of 1,000 people by Telus Digital Experience. 

The top benefits of a voice-driven experience are speed, efficiency and convenience. More than one-third of respondents said speaking is faster than typing, and nearly one-third said voice commands are simpler than navigating menus.

Voice technology still has room for improvement, however. Two-thirds of respondents said their voice assistant has misunderstood their commands, and more than half want to see improved accuracy in responses.

The future of voice technology could see it blended into a unified customer service experience that spans websites, apps and live agents. More than two-thirds of consumers say they increased their use of voice tech, from assistants to smart speakers, in the past year.

Voice technology is best suited for resolving simple, uncontroversial issues like rescheduling appointments or paying bills, according to Thomas Randall, director of AI market research at Info-Tech Research Group. More complicated problems are better addressed by humans.

“Customers calling for service are often already emotionally charged, and having a voice option to tell them ‘they understand’ leads to an inauthentic experience and demand for a human agent, which defeats the purpose of investing in the voice option,” Randall told CX Dive in an email.

Companies may not want to discount the opportunities for an automation-to-human handoff, however.

For example, a customer seeking to change their airline ticket may start with an automated voice assistant on the airline’s app, said Tobias Dengel, president of Telus Digital Solutions. If any problems arise the conversation could continue with a live representative who is prepared to continue the conversation from where it left off.

“The primary shift that companies and brands need to make is to view the entire customer journey as a cohesive multimodal voice experience, rather than segmenting it into apps, bots and human interactions,” Dengel told CX Dive in an email. 

Another area where voice technology is falling short is accent recognition. Nearly half of respondents said voice tech should have a better understanding and interpretation of accents and dialects, according to Telus Digital Experience.

Generative AI is improving the power of voice technology when it comes to accent recognition, as well as other customer frustrations, according to Dengel and Randall.

“A sticking point for voice technology is the lag time in responses or misunderstanding accents or key phrases,” Randall said. “With larger datasets to draw on and quicker response times, voice technology can reach real-time performance for a seamless customer experience.”

Most customers choose self-service at some point during their support journey, making the option an important part of overall customer service operations. Yet, self-service is falling short for many consumers.

Only 14% of customer service and support issues are fully resolved in self-service, according to a Gartner survey of more than 5,700 customers released in August. 

Self-service can benefit brands and customers alike, but leaders need to develop a proper foundation to make chatbots, FAQs and similar tools work as intended. Poor self-service offerings can be more frustrating for customers than not having self-service at all. 

Companies suffer too, due to a combination of higher costs due to more live calls, reduced customer satisfaction and frustrated agents left dealing with repetitive inquiries, according to Eric Keller, senior director of research in Gartner’s customer service research practice.

“No one wakes up in the morning saying, ‘Hey, I'm really looking forward to calling customer service today,’” Keller told CX Dive in an interview. “But an even worse scenario is spending 30 minutes online trying to get something done, then that not working and having to call in anyway.”

The most common point of failure in self-service is the inability to find content relevant to an issue — an issue that appeared in more than 43% of self-service cases, according to Gartner’s survey.

Leaders can resolve this problem by offering better guidance, according to Keller. Companies already have plenty of self-service content available, but actually navigating to the relevant information can prove challenging.

AI can help, but it’s not a silver bullet

A generative AI chatbot can be the perfect guide for customers by letting them state their problem in natural language inquiries, rather than having to hunt down and input just the right keyword for the information they need.

However, generative AI isn’t a silver bullet, Keller said. Companies need a proper knowledge management system in place before a chatbot can use it to curate customer journeys.

“Do you have your knowledge about your product, your answers to customer questions stored and maintained in a way so that a generative AI application can access that, make sense of it and use that to answer questions?” Keller asked.

Agents and other company representatives are ideal for ensuring relevant information finds its way into the backend, according to Keller. He cited the case study of a B2B company with a small digital services team that couldn’t keep up with regularly changing customer questions. 

The company then added a new step to agents’ case flow management tools that let them track customer questions and resolutions. Any questions or answers that weren’t already available online were recorded and could easily be added to the brand’s self-service content.

“That really expanded their ability to quickly create relevant content,” Keller said. “They saw a big shift in where customers were resolving their issues, with many more customers resolving online than previously.”

Companies that bring agents into the knowledge management strategy can improve the employee experience as well. 

While self-service tools are often ideal for resolving less complicated issues, only about one-third of “very simple” problems are fully resolved in self-service, according to Gartner’s survey. Identifying problems that self-service isn’t solving can help take routine inquiries off agents’ plates.

Service and support organizations can help agents handle fewer, highly-complex interactions by focusing on removing value-eroding service interactions, and redistributing simple interactions to self-service with improved site capabilities, knowledge management, and AI-driven chatbots.

This allows remaining service contacts to be channeled to live agents who are enabled with technology and possess the skills needed to resolve the issue and drive value to the customer. 

“These are intelligent people,” Keller said. “They're people who like helping customers solve tricky problems. They do not want to spend all day every day answering the same three mundane questions, helping people reset their passwords day in and day out — and that's what happens when self-service isn't working.”

Speed is an important element of self-service, but it’s not the only thing that matters. 

Balancing speed and quality is particularly important for developing trust in generative AI. Customers are open to chatbots, but they’re not willing to risk traditional service for a theoretically faster experience, experts said at an August webinar hosted by CCW Digital and Zendesk.

“If they feel as if they have to trade some semblance of empathy, if they have to trade a better resolution, if they have to trade relevance of what they're getting just to save some time, it's going to feel like a choice they don't want to make,” Brian Cantor, managing director and principal analyst at CCW Digital, said during the presentation.

Generative AI chatbots aren’t suited for offering the human touch, but they can excel at offering a personal touch. The right approach to self-service, backed by the right data, can make customers feel like chatbots understand their needs.

Personalization is a significant pain point for modern contact center operations — only 20% of consumers say they feel the typical customer service interaction is highly personalized, according to Cantor.

Simply showing off what you know about the customer isn’t proper personalization, Cantor said. Companies need to tap into that knowledge to change a customer’s experience, and AI is well-suited for taking actionable consumer data and automating interactions based on that information.

No chatbot is going to ask about a customer’s pets or vacation plans like a good customer service agent might, but the technology can look at prior interactions to inform possible solutions. A well-informed chatbot doesn’t make customers repeat information and can tailor its responses based on past interactions.

However, creating a personalized experience requires careful data management, according to Jason Maynard, chief technology officer at Zendesk. 

Businesses need to ensure all relevant data is properly integrated into the tech stack before it will be useful for powering chatbots. This includes ensuring customer metadata, the answers to common customer inquiries, and knowledge about the company’s products and services are readily accessible to chatbots.

“Make sure your content is complete, robust and kept up to date,” Manyard said. “Those are the big areas that I think are really going to be an enabler for this technology.”

More than two-thirds customers report having had a bad chatbot experience, and another two-thirds have had a bad experience with an interactive voice response system, according to a survey of 1,500 consumers released by Verint in July.

Among those customers using chatbots, the most common pain points were the chatbot’s inability to answer questions and its failure to understand the customer’s needs, each cited by more than two-thirds of respondents.

About 3 in 5 customers had a bad experience with an IVR that took too many “press this number” prompts to get to an actual human, while more than half of customers cited frustration with an IVR that never actually routed them to a live agent.

Companies are embracing self-service, but live agents remain an important failsafe for when chatbots and IVR can’t meet a caller’s needs.

CX leaders aiming to eliminate friction between self-service and live assistance need to implement self-service with a focus on better experiences, particularly for generative AI-powered tools, according to Brian Cantor, principal analyst and director of CCW Digital. 

Companies that roll out chatbots to save money, particularly by reducing their agent headcount or cutting back on training, are more likely to upset customers, according to Cantor. Automation can help CX leaders operate under tight budget constraints, but there can be a long-term cost.

“Customers still very much rely on live agents, and they see the loss of access to humans as one of the greatest pain points,” Cantor said during a webinar in August. “If bots are being added with those objectives in mind, then that's going to have a negative impact not only on this nebulous idea of humanity, but on the customer's satisfaction with that brand.”

If chatbots are being added to make self-service more personalized and relevant, then that can lead to better customer relationships, according to Cantor. 

A smart chatbot implementation strategy can be a boon for agents as well. 

As more issues are resolved in self-service, agents have more time to spend resolving complex inquiries or helping customers who aren’t comfortable with automation. Better chatbots can also lower the pressure on agents by reducing the number of calls they need to handle.