Aligning strategies to enable omnichannel experience for consumers, needs to be extended to build meaningful conversations with employees.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members


Aligning strategies to enable omnichannel experience for consumers, needs to be extended to build meaningful conversations with employees.

Impact of AI in building meaningful CX  

Covid-19 has been a major enabler in driving digital transformation initiatives with respect to how customers interact with their favourite brands and applications on the go. We’ve observed 7 billion conversations, ranging from solving customer queries to aiding customer buying process, across websites, mobile applications and other messaging channels as per consumer preference. Brands are leveraging  AI-powered Virtual Customer Assistants (VCAs) integrated with communication channels to reach consumers at the right time, and on the right channels.

[box type=”info” align=”” class=”” width=””]While we have been aligning our strategies to enable omni-channel experience for our consumers,  organisations need to extend the same understanding to build meaningful conversations with employees.  As per Gartner, by 2022, 70% of white-collar workers will interact with conversational platforms on a daily basis.  [/box]

 Taking forward the digital experience to the workplace   

The current remote working setup has blurred lines of the usual working hours leading to digital fatigue and lack of personal time. While employees have been juggling between their personal and office work, onboarding a disarrayed set of tools and technologies for varied purposes is making processes more complicated negatively impacting employee engagement and productivity.  

[box type=”success” align=”” class=”” width=””]Communicating by engaging in a conversation is something we inherently are familiar with. While we have adopted conversational AI technologies – chatbots and voice bots – to engage with our customers, why not enable employees – who, like the customers, are also looking to engage with their company-owned brand on a day-to-day basis? [/box]

Incorporating conversational AI capabilities on top of your existing digital stack for various business processes is likely to appeal to the newer and existing workforce. Because chatbots cater to millennials’ demand for instant digital connections that keep them up to date at all times, they will likely have a large impact on how well and how quickly organizations adopt the technology. Employees have been already engaging with virtual assistants from various transactional tasks such as checking recent news to more advanced tasks like integrating work accounts.

Conversational AI chat and voice bots with NLP capabilities have the potential to adapt to different processes such as HR, IT, Finance – that allows one to create and complete workflows.  

 A Personal Assistant for everyone 

How many times have we reached out to HRs for simple queries – such as how to claim recent travel expenses or fetching payslips? An AI-powered HRMS platform provides employees with all basic information w.r.t company policies, leave queries, payslip queries in few simple texts, thereby avoiding the need to reach out to HRs for low-value tasks. With the help of NLP capabilities, it can learn from previous interactions with employees and improve the query resolution with time thereby enabling HR teams to focus their time on more strategic and high-value tasks. 

The application of VCAs can be expanded to any business vertical as per organisations’s need to provide more seamless experience to the employees where one platform can resolve all their queries and tasks without the need to switch applications and portals. It will aid employees to be more productive and also improve the digital dexterity of the organisation. Nothing else delights employees more when they can get work done faster through self-service portals while having human-touch points for complex tasks.  

Investing in the right digital transformation technologies can lead to a 20% increase in employee productivity.

Apart from making work simpler, faster and smarter, analytics capabilities of VCAs can also be leveraged to gauge employee sentiments by deploying Voice of Employees (VoE) solutions – where chatbots have the inherent ability to analyse employee intents in real-time and enable leaders to take decisions to improve well being of employees. 

[box type=”success” align=”” class=”” width=””]The direct impact is not just an increase in productivity, because when employees spend less time on clunky tech and cumbersome processes, they can focus more on building customer relationships aligned with the business vision and mission.   [/box]

 Total Experience 

Total-experience (TX) is a business strategy to create superior, shared CXs and EXs by interlinking CX, EX, UX and multi-experience disciplines. The goal is to drive greater customer and employee confidence, satisfaction, loyalty and advocacy. This is not just about making everything better for the customer and then eventually bringing the EX up to the same level. It’s about all of the experiences continually learning from each other, refining and creating an exponentially better experience across them all. TX can attract, retain and cultivate greater customer and employee lifetime value, a calculation based on the longevity of the relationship and the value they bring to the organization.

In conclusion 

Such strategic level implementations provide a frictionless and highly collaborative working environment enabling a culture of trust, transparency and autonomy – which in turn has a direct impact on employee engagement and experience. What we observe here is not a one-way effect of one factor on another, but rather a cyclical effect where improvement in employee experience empowers employees to enhance customer experience, and increased customer satisfaction helps align your employees towards common business goals.  

This article is authored by Rashid Khan, Chief Product Officer,

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

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