When it comes to tech investment in the customer experience, purse strings are loosening. According to Omdia’s The State of Digital CX 2024: Survey Analysis, 80% of companies surveyed say they plan to increase or significantly increase spending in AI and CX technologies.
What AI investments drive the most value? The most significant value so far this year comes from associate assistance tools (58%) followed by intelligent call routing (56%), and voice bot assistants for customer support (55%), the Omdia report says.
In the quest for CX innovation using AI and other tools, many companies are on a path to transform the contact center from an inefficient cost center into a valuable profit center where customer relationships thrive. There are many avenues to explore to evolve contact centers to meet today’s high customer expectations.
The prospect of budget dollars to enable transformation brings with it the fear of failure that has plagued tech investments well before anyone ever heard of the cloud or large language models. In the contact center, tech initiatives often get sidelined because of a few common issues. Those issues have far-reaching impacts across the organization for IT, customers, employees, and ultimately ROI on the CX investments. Understanding what’s behind CX innovation roadblocks can you help find ways to maneuver around them or avoid them completely.
5 common CX innovation roadblocks
In our experience, we’ve seen businesses are often stymied by the following CX innovation failures. They may seem simple, but they have impact across the contact center organization. By understanding what to look for, you can solve any issues before they arise within your transformation efforts.
1. Analysis paralysis
Organizations often get stuck in the analysis phase, continuously evaluating data and scenarios without moving forward. This hesitation can stem from a fear of making the wrong decision or a lack of confidence in the available data.
The impact: Prolonged decision-making delays the deployment of new technologies, leading to missed opportunities and potential competitive disadvantages. The inability to scale quickly can result in technology becoming obsolete and leaving important customer needs unmet.
The solution: Create a deadline for decisions and stick to it. Define data requirements and set specific goals of the project, then analyze only data that relates to specific decision drivers. Don’t analyze data just because you can. Any analysis and review should be framed by a specific goal within your transformation decision-making.
2. Low associate adoption
After deploying new CX technologies, organizations may find that front-line associates don’t use them as intended. Resistance can be due to a lack of training, insufficient communication of benefits, or the technology not being user-friendly.
The impact: Low adoption rates mean that the investment in new technology is not fully realized, and the expected improvements in customer experience do not materialize. This can lead to frustration among both associates and customers.
The solution: Invest in comprehensive training programs and involve associates early in the selection and deployment process to ensure the technology meets their needs. Provide them with AI-based simulated learning tools to build confidence and comfort before they move to production. Communicate the benefits to employees clearly and provide ongoing support and peer coaching to encourage adoption. Change management is an important part of new implementations and should be prioritized.
3. Tech-led initiatives don’t solve operational challenges
When technology initiatives are driven primarily by IT without sufficient input from operations, they may fail to address real-world challenges faced by users. This disconnect can result in solutions that are technically sound but impractical.
The impact: The technology may not solve the problems it was intended to, leading to continued operational inefficiencies and dissatisfaction among users. This can also erode trust in future tech initiatives.
The solution: Foster close collaboration between IT and operational teams throughout the project lifecycle. Conduct thorough needs assessments and pilot programs to ensure that the technology solves the issues that operations teams face.
4. New tools make workflow harder, not easier
New applications may be deployed without considering how they fit into existing business workflows. This misalignment can create bottlenecks, duplicate efforts, or require significant workflow adjustments.
The impact: Misaligned deployments can disrupt business operations, decrease productivity, and cause confusion among employees. The overall efficiency of the organization can suffer, negating the intended benefits of the new technology.
The solution: Map out current workflows and identify where the new application fits or requires changes. Engage stakeholders from different departments to ensure a seamless integration that enhances rather than disrupts existing processes.
5. Solutions in search of problems
New technologies are sometimes adopted because they are trendy or pushed by vendors, not because they address a specific business need. This can lead to the implementation of solutions that do not add value.
The impact: Investing in unnecessary technology diverts resources from more critical initiatives. It can also lead to confusion and frustration among employees who are forced to use tools that do not help them in their daily tasks.
The solution: Identify concrete business problems before selecting technology solutions. Ensure that any new technology has a clear use case and measurable benefits. Avoid being swayed by hype and stay grounded in practical needs and outcomes.
Clear the path to better experiences
Whether you’re adding an incremental AI tool onto your current CX tech stack or conducting a multi-platform contact center transformation, these potential pitfalls may be lurking in the shadows. Be prepared to manage through or avoid them entirely. With a focus on reducing friction and improving outcomes in the contact center at the heart of projects, innovation becomes simply a tool to create better experiences for everyone. What could be smarter than that?
