{"id":8532,"date":"2020-03-03T11:12:08","date_gmt":"2020-03-03T11:12:08","guid":{"rendered":"\/gb\/en\/blog\/?p=8532"},"modified":"2021-05-28T11:22:48","modified_gmt":"2021-05-28T10:22:48","slug":"benefits-omni-digital-agent-productivity-customer-satisfaction","status":"publish","type":"post","link":"\/gb\/en\/blog\/benefits-omni-digital-agent-productivity-customer-satisfaction\/","title":{"rendered":"The Benefits of Omni-Digital on Agent Productivity and Customer Satisfaction"},"content":{"rendered":"

The rise of digital customer service<\/strong><\/h2>\n

When it comes to communication, digital is everywhere. Whether it\u2019s through <\/span>WhatsApp<\/b>, <\/span>Facebook Messenger<\/b>, <\/span>Twitter<\/b> or <\/span>email<\/b>, we are naturally using a number of channels throughout the day to communicate with friends and family. When it comes to contacting brands, we expect to have the same experience, instead of going through painful journeys. According to <\/span>CITE Research<\/span><\/a>, 72% of customers expect to use their favourite channel to engage with brands.<\/span><\/p>\n

The expectation for seamless experiences<\/strong><\/h2>\n

In the insurance industry, customers have several reasons to contact their provider: for sending documents, asking for information about their subscription or services, or making a claim.<\/span><\/p>\n

Customers are increasingly making this type of enquiry in <\/span>micro-moments<\/b> (between appointments, while queueing, in public transport), meaning that they have limited time to complete the request. When doing so, they want <\/span>the simplest possible experience<\/b><\/a>, and not being faced with long waiting times or complex web interfaces such as ticketing systems<\/a>.<\/span><\/p>\n

AXA: A stronger relationship with customers and increased agent productivity\u00a0\u00a0<\/strong><\/h2>\n

AXA is a global insurance leader that has more than <\/span>107 million customers<\/b> across <\/span>61 countries<\/b>. The company\u2019s areas of expertise are applied to a range of products and services across three major business lines: property-casualty insurance, life & savings, and asset management.<\/span><\/p>\n

\"AXA<\/span><\/p>\n

In Switzerland, AXA is the largest insurance provider with <\/span>1.9 million customers<\/b>, including <\/span>40% of all companies<\/b> in the country. They realised a growing preference among customers for digital channels when it comes to customer service. In particular, the conversational interfaces of messaging apps are appreciated by customers, as it is close to their daily habits.<\/span><\/p>\n

According to<\/span> Harald Felgner<\/b>, <\/span>Digital Experience Designer, UX Innovation for AXA Switzerland<\/b>, \u201cSocial media messaging services represent the next paradigm of interactions with customers. These types of interactions are a game-changer.\u201d\u00a0<\/span><\/p>\n

To embrace this trend and build stronger relationships with customers, AXA decided to increase the number of digital touchpoints supported by customer service.<\/span><\/p>\n\t

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\r\n\t\t\tRingCentral Engage Digital<\/span>\r\n\t\t\t

AXA Enhances Digital Customer Engagement<\/h3>\r\n\t\t\t

Discover how AXA increased its number of digital touchpoints and reduced by 50% its time to resolve customer issues.<\/p>\r\n\t\t\tDownload the Ebook<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n

However, the solution that AXA was previously using <\/span>did not provide any context of past interactions.<\/b> Call centre agents<\/a> had to search each digital channel to see if a customer had written a message or a comment on a Facebook post, for example.<\/span><\/p>\n

AXA was looking for a partner <\/span>to roll out new digital channels<\/b> and simplify customer engagements with conversational user interfaces.<\/span><\/p>\n

Finding the right fit in the cloud<\/strong><\/h2>\n

AXA needed a solution with the ability to <\/span>unify the management of digital channels<\/b> and optimise their agents\u2019 productivity. The company wanted to move away from software that was forcing inconvenient experiences, as Christoph Schr\u00f6der, Head of Customer Care Front Office at AXA explains. \u201cOne of our big goals is customer first,\u201d says Christoph, \u201cso we want to try to do everything for the customer and not for our internal processes.\u201d<\/span><\/p>\n

To innovate and provide the best possible service, AXA was looking to adopt the latest messaging channels available to companies such as <\/span>WhatsApp<\/b> and <\/span>Apple Business Chat.\u00a0<\/b><\/p>\n

AXA chose to implement the <\/span>omni-digital<\/span><\/a> platform <\/span>RingCentral Engage Digital<\/b>, enabling agents to manage all digital interactions from a unified interface. After an initial concept rollout, the company decided to adopt the software. Some of the main reasons for this choice were the ability to <\/span>integrate all digital channels<\/span><\/a> and the ease-of-use which simplifies agents\u2019 daily work.\u00a0<\/span><\/p>\n

This enabled AXA to adopt WhatsApp Business Solution and Apple Business Chat as well as managing existing channels: Facebook, Twitter and live-chat. Thanks to the software\u2019s <\/span>AI-based smart routing<\/b>, messages are categorised and pushed to the right agent based on urgency and skills. With the <\/span>merging of customer identities across channels<\/b>, agents get a complete view of the customer and access to the historical context to better answer their issues.<\/span><\/p>\n

Another major benefit for AXA is to increase <\/span>the role of messaging<\/b> and introduce it as an <\/span>alternative to phone calls<\/b>. Thanks to <\/span>asynchronous<\/a> messages<\/b>, customers can post their questions on their messaging app of choice and return for the answer at a time that is convenient to them.\u00a0<\/span><\/p>\n

Agents can immediately process interactions and <\/span>have time to provide answers <\/b>if multiple messages come in at once. This is quite<\/span> different to handling customer service on the phone<\/b>, where agents can only respond to one customer and are expected to immediately provide an answer to any question.<\/span><\/p>\n

The benefits of RingCentral Engage Digital for AXA<\/strong><\/h2>\n

\"AXA<\/p>\n

The adoption of <\/span>RingCentral Engage Digital<\/span><\/a> translated into several benefits, both for AXA and its customers. On the customer side, the experience is much easier and personal than before: previously, AXA Switzerland\u2019s contact page only featured phone and web forms. Now, customers are also given the choice of <\/span>three different messaging apps. <\/b><\/p>\n

\"AXA-Switzerland-Messaging-Channels\"<\/p>\n

Customers can now use the messaging apps they already have installed on their phone to contact AXA. Rather than waiting on the phone, they can send their request and be notified when the answer is available. When AXA launched these new channels, it received <\/span>very positive feedback<\/b> from customers, who enjoyed being able to communicate in such a simple way with their insurer.\u00a0<\/span><\/p>\n

The adoption of RingCentral Engage Digital by AXA has led to:<\/span><\/p>\n