Trends & Insights

Customer Care 2027: 3 Ways Mobile and IoT Innovations Changes Customer Service

By Kimberly Meyer - August 08, 2017

10 years of B2X and 10 years full of innovation. In the past decade, the mobile industry has made history at a rapid pace. We reported about the most important milestones from 2007 to 2017 in our last blog post. How will this story progress? Universal connectivity through mobile companions and intelligent IoT devices radically changes the way people get help. Expert support via Augmented Reality and self-healing devices create a completely new experience: Service is always and everywhere present and sometimes we don’t even sense it – three forecasts for customer care in 2027.

1. Invisible Customer Care through Self-Healing Devices

Failure is not an option. With increasing dependency on smartphones and networked IoT devices, total failure should certainly not happen. Fortunately, our mobile companions are getting smarter and will be taking care of themselves by 2027. Today, the requirements for excellent customer care are quite clear. The service should be quick, competent and available at any time, yet still today not all mobile and IoT brands are in fact able to meet this expectation.

However, this challenge is relativized when we look at the evolution of user experience. Artificially intelligent assistants like Amazon’s Alexa are the harbingers of a new device generation that intelligently interacts with users. Future device generations have the potential to manage themselves independently and in intelligent interaction with their users. New possibilities arise in customer care with self-diagnosis and self-healing. Gartner speaks of conventional systems and digital mesh, meaning an intelligent network of interconnected devices that monitor and control each other. While we as users today call apps and services by touch, our devices in the future will think that on our behalf. Gartner describes this phenomenon as ambient digital experiences. Everything runs automatically and problems are already solved before we even realize they exist, as if the hand of a ghost controlled it.

2. Competent Help Always and Everywhere via Augmented Reality

Augmented Reality (AR) brings customer care to a new dimension in the truest sense of the word. Holoportation brings service experts to customers and enables them to provide quick and competent help on-site, albeit in a completely virtual way. If a smartphone needs repaired, customers do without waiting times at the service center. The required spare part including suitable tools will be supplied by means of a drone. A service expert is connected by AR and assists customers personally in the repair procedure – virtual help to self-help.

AR is about to enter the mass market. Immersive experiences are going to be a natural part of everyday life. In particular, support requests for device configuration or connecting to other devices can be solved by AR-based support agents via Holoportation – directly with customers on-site, highly personalized and step by step until a solution is found. The universal availability of data, artificial intelligence and better networked IoT devices support the service process and ensure the entire customer experience runs more smoothly than ever before.

3. Device and Service Experience Merge Together

According to a Study by Business Insider, twelve positive customer experiences are needed to compensate for a single negative experience. However, no customer will give a brand twelve new chances to prove their service strengths. In our global study Smartphone and IoT Consumer Trends 2017, we came to a similar conclusion, namely that customer care is now the most influential factor when it comes to customer satisfaction.

The importance of customer care for the entire brand experience will continue to grow. Self-healing devices and ambient customer care experiences will result in customers no longer differentiating between the device-related user experience and the service-related customer care experience. Both experiences will merge together. Excellent service will be perceived as at least as essential as innovative product features. If device manufacturers do not keep their brand promise and if the service does not work smoothly, their brand will be considered broken. If a brand succeeds in delivering an exceptionally good experience, it will become a champion. These are the new rules for customer care 2027.

Summary

Customer care innovations ensure that service is perceived less and less consciously by 2027. Self-healing devices, ambient experiences and Augmented Reality will make service available everywhere. Customer care becomes a feature just like any other feature and it simply has to work. Mobile and IoT brands who disappoint their customers will be punished all the harder by their customers’ resentment. Service excellence will be compulsory for everyone else. How do you manage your customer care? Write to us and follow us on LinkedIn!

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Trends & Insights

About the Author

Kimberly Meyer

Kimberly Meyer is Head of Global Marketing & Communication at B2X.