Overcoming obstacles in customer experience enhancement: Balancing digitalization and human interaction

Achieving a harmonious fusion of digitalization and human interaction remains a pivotal challenge in elevating customer experience. In the pursuit of seamless customer journeys, businesses often grapple with finding the right equilibrium between automated digital processes and the personalized touch of human engagement. While digital solutions offer efficiency and scalability, they sometimes lack the warmth and empathy inherent in human interaction, which can be particularly crucial in certain customer segments. The obstacle lies in catering to diverse customer preferences, especially evident among older demographics, where familiarity with technology varies. Rohit Khatua, chief marketing officer, Antara Senior Care recently spoke to Dataquest about striking the balance, which in turn necessitates a careful understanding of when to introduce digital interfaces and where to integrate human elements. 

DQ: How has the digital revolution influenced and elevated customer expectations? What are some of the things you have been witnessing across verticals?

Rohit Khatua: The digital revolution has undeniably permeated every aspect of life, transcending age barriers. Today, it's commonplace to witness individuals of all generations - from 10-year-olds to grandparents - seamlessly integrating digital devices into their daily routines. This transformation signifies a fundamental acceptance of the digital realm as an integral part of our existence, encompassing communication, interaction, and overall lifestyle.

The onset of the pandemic notably amplified our reliance on digital tools. Different age groups underwent diverse shifts in their relationship with technology. Children, propelled into online schooling, intensified their usage of laptops and mobile devices. Meanwhile, working individuals in their 30s, 40s, and 50s heavily leaned on digital technologies for professional communication. Simultaneously, seniors found solace in phones and laptops to sustain their social and emotional connections, given the limitations on in-person interactions.

This pivotal transition towards digitalization posed distinctive challenges, particularly for seniors, who had to adapt to technology as a means of staying connected. This adjustment was evident in the speaker's own household, observing their parents relying heavily on WhatsApp for news and discussions. Although initially daunting, the intuitive nature of mobile technology facilitated the seniors' eventual adoption of these digital tools.

Moreover, the pandemic catalyzed a significant shift in healthcare practices. With in-person medical care becoming less accessible and people hesitant to visit hospitals or clinics, teleconsultation and telemedicine emerged as prominent alternatives. Initially met with skepticism regarding their efficacy, these virtual healthcare solutions gradually gained acceptance. They not only provided a viable treatment alternative but also democratized healthcare delivery by enabling remote access to medical services, which was especially beneficial for seniors requiring frequent health interventions.

Conclusively, the pandemic accelerated the fusion of technology into our daily lives, reshaping how we communicate, learn, work, and even receive healthcare. The widespread adoption of digital solutions across generations is a testament to our collective adaptability and the evolving landscape of modern living.

DQ: What are some of the most significant barriers or roadblocks organizations encounter while delivering enhanced customer experiences? How can organisations overcome these challenges? 

Rohit Khatua: Customer experience is a multifaceted journey rather than a single touchpoint. To illustrate, consider a service catered for seniors, such as a dressing-related wound care required daily for about a week. Initiating this service involves a digital interface. A campaign targeting seniors prompts them to click and fill out their details, initiating an entirely digital process. While a human agent engages with the senior during a call, the appointment booking remains digital, confirmed through WhatsApp or SMS. Post-service, another digital intervention seeks feedback on the received care. This journey intertwines both digital and human elements. Seniors, whose life experiences have predominantly involved human interactions, possess a mixed expectation. They lean towards more human interface, while businesses, constrained by economic factors, balance what to digitize and what to humanize. Although the business strives for a seamless journey, the seniors' unfamiliarity with certain digital mediums may occasionally disrupt their experience. Larger, well-funded enterprises can integrate human intervention for better experiences, unlike many others heavily reliant on digital technology. Seniors acknowledge the utility of digital tech but struggle with the pivot from human to digital, creating a challenge in their perception and experience. It's an ongoing effort to bridge this gap, recognizing the complexities between digital transformation and the human-centric expectations of the seniors.

DQ: How does the integration of data analytics and AI-driven insights contribute to improving CX? What potential benefits and opportunities do you see in this area? 

Rohit Khatua: As I reflect on my diverse experience across various industries, starting from my initial work in engine oil retail, moving through financial services, and real estate, a consistent observation emerges—there's a prevalent reliance on data. What's often labeled as intelligence is frequently nothing more than raw data; intelligence is derived from the analysis applied to it. Collecting vast amounts of data from numerous sources is common, but extracting meaningful insights is where many organizations, including ours, often stumble. It's akin to having a pile of raw grain without knowing how to cook it into something nourishing. The primary focus should be on deriving usable and interpretable insights from the intelligence gathered. Rather than the frantic pursuit of data sources, the pivotal task is to organize, collate, and process the data into a form that can be readily consumed and utilized.

Moreover, for organizations with multiple customer touchpoints, the challenge lies in harmonizing the data collected from these diverse interactions into a unified customer profile. While every interaction represents a singular customer experience, businesses often fragment these engagements across different platforms – a visit to a retail store, communication via WhatsApp, browsing the website, or leaving comments on social media posts. The obstacle faced, particularly in the financial sector, is merging these varied data points into a comprehensive customer persona. This unification requires concerted efforts to seamlessly link and synthesize these disparate interactions into a coherent profile for each individual. Here, the role of CRM engines and automation is significant, but the real essence lies in how mindfully and meaningfully this amalgamation and interpretation of data occur. It's not merely about the tools but the depth and quality of insight derived from the assimilated data that truly matters.

In essence, the critical need across industries is not merely data accumulation but the transformation of that data into actionable and coherent intelligence, and the ability to unify diverse interactions into a comprehensive customer view. This demands a shift from data aggregation to meaningful interpretation and synthesis, a task that continues to challenge organizations aiming to optimize their customer experience strategies.

DQ: How do you balance the need for personalization and customization with data privacy concerns and regulations? What strategies must be implemented to ensure a secure and trustworthy digital customer experience? 

Rohit Khatua: I believe this challenge isn't limited to India but is a global concern that has gained prominence, especially since the rise of social media platforms. Initially, these platforms like Facebook served as a means to connect individuals worldwide, reuniting friends, classmates, and family. However, their transformation into business-centric advertising platforms is evident, with these services being offered for free while generating substantial profits for the businesses themselves. The irony lies in the fact that while users access these services for free, the underlying asset being monetized is our personal information. This raises concerns about the extent and nature of data shared with brands, advertisers, and organizations.

As a responsible entity, it's imperative for organizations to establish boundaries when handling personal data, aligning not only with regulatory requirements but also reflecting the organization's internal ethos. While the law dictates what can and cannot be done with personal data, the ethical dilemma surfaces when there are gray areas not explicitly covered by regulations. It becomes a matter of intrinsic organizational values to determine the ethical use of data. For instance, should a company inundate a customer with excessive messages just because they have access to their contact details, or should they practice restraint for a more considerate and less intrusive engagement? Overzealous use of customer data, often seen in an attempt to enhance customer service or engagement, ironically damages the overall customer experience.

The analogy drawn extends beyond corporate responsibility, resembling the ongoing debate within the media industry regarding self-regulation. It prompts a fundamental question applicable to any service-oriented sector within society: Should there be self-imposed regulations to maintain ethical standards? Hence, this conundrum requires self-reflection and a conscious effort to balance customer engagement with respecting individual privacy, ensuring a more harmonious and responsible service provision within society.

DQ: Looking ahead, what emerging trends or technologies do you believe will have the greatest impact on the future of digital customer experience? How can organisations stay ahead of these trends and continuously improve their CX strategy?

Rohit Khatua: I believe in maximizing the use of available technologies, each industry and business employing them in their unique ways. The advent of generative AI has captured attention, but the metaverse has significantly surged, notably after Facebook acquired WhatsApp and Instagram. This conglomeration has become a substantial avenue for advertisers, brands, and customers, akin to a secondary Google. However, the key lies in how one utilizes such technology. At Antara, we've integrated the metaverse as a platform to engage with our active senior customer segment, leveraging the strong presence of our audience on Facebook. Beyond its advertising prowess, Facebook serves as a multifaceted platform, encompassing news, opinions, and social interactions. Our active participation in group conversations on Facebook has enabled us to grasp a broader understanding of our audience, akin to being part of a vast social network, despite the virtual nature of these groups, with memberships often exceeding 1,500 people. It's not merely about using popular tools but conducting a robust assessment of the available resources and determining their strategic use.

The approach towards technologies differs between businesses; for instance, our use of Generative AI serves a different purpose compared to a consumer goods company. While Facebook is a primary advertising platform for many, for us, it operates as a genuine social network where we connect, learn, and listen to our senior audience. Our interaction with seniors on Facebook goes beyond advertising—it's about understanding their needs and integrating their insights into our initiatives. Thus, for Antara, Facebook functions as both a social network and an advertising platform, symbolizing a meaningful connection and learning platform, facilitating the development of initiatives responsive to the needs and conversations of our audience.