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The industry experts at Tactis span the full spectrum of integrated marketing communications for federal government, commercial & non-profit.
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The annual Customer Contact Week (CCW) conference held in Las Vegas invariably serves as a valuable bellwether for emerging trends and shifting paradigms in the world of customer service. This year, the spotlight was firmly on artificial intelligence (AI) and its role in customer experience. Here's a snapshot of our key takeaways and musings post-CCW:
AI Isn't the End of Human Agents
The discourse around AI in contact centers is often dominated by fears of human redundancy. However, while AI is a potent tool with transformative potential, it's not the harbinger of human obsolescence many fear it to be. The reality is that AI, for all its prowess, lacks the nuanced understanding and emotional intelligence inherent in humans. As such, its role should be viewed as complementary. AI can handle routine tasks and arm human agents with information, but the empathetic, intuitive aspect of customer service will always require a human touch. Read More...
Tech Tools: Use Wisely, Not Widely
Customer experience-driven organizations today have access to an unprecedented suite of technological tools. But, as discussions at CCW highlighted, it's not about having the most advanced tools but using them judiciously. Companies often fall into the trap of acquiring technology without a clear roadmap for its strategic deployment. The result? Tools that, though impressive in isolation, fail to harmonize with a company's unique needs, leaving both agents and customers frustrated. The solution: technology should be a carefully chosen enabler, not a catch-all solution. Read More...
Maximizing Technology's Potential
Another prevalent topic at CCW is that the success of customer experience technology isn’t predicated on its inherent capability but on its application. A meticulously planned and executed technology strategy, underpinned by a rigorous needs assessment and optimized configuration, is paramount. Fostering a culture of continuous learning, feedback, and periodic reviews ensures that the technology remains a boon rather than a bottleneck. Read More...
CCW 2023 reaffirmed a fundamental truth: the heart of customer service is, and will always be human connection. Tools, AI-driven or otherwise, are just that—tools. They can amplify our capabilities but can't replace the quintessentially human aspects of empathy, understanding, and connection. As we venture deeper into the AI era, striking the right balance between man and machine will be the linchpin of stellar customer service.
As a full lifecycle customer experience agency working for organizations across all points of communication, combining human touch with digital expertise to create outcomes that matter, Tactis delivers high-touch solutions that span marketing, technology, and human interactions. Through leveraging data and embracing technology, Tactis generates transformational customer experiences that ensure that both federal government and commercial entities own the high-expectation, high-attention moments from which truly human experiences can emerge.