“So, I’m really interested in… is there something else? That third age of customer experience, designed from the ground up to perfectly blend smart tech and human service?”
The third age of CX
Britton says that the answer is indeed hybrid. “Something that combines the efficiency and choice of digital with the reassurance and customisation of world class human service,” he explained. Britton also clarified that he is not referring to a digital on-ramp to a basically offline experience, here, like a user requesting a demo or quote online, and a human advisor calling them later to discuss.
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Instead – and for Bionic, which is working towards providing “a one-stop shop for business essentials” – customer experience is about putting its hybrid approach front and centre, which it pitches as ‘business energy comparison with human experts.’
“Our customers love the idea of our young, energetic, experts working on their behalf,” said Britton. “Like having an extra employee…”
Bionic’s Glyn Britton speaking at Econsultancy Live about Bionic’s hybrid approach to customer experience. Inset screenshot of message highlighting incoming call to customer from a Bionic energy expert who is ready to talk through energy quotes on screen: Bionic.co.uk
Combining the best bits of digital and human service
To further establish what this third age of CX might look like, exactly, Bionic went back to basics. “We spent a lot of time observing the life of small business owners, how they currently deal with energy, insurance, broadband and finance,” Britton explained.
“Products that are high stakes, but really low interest…You really don’t want to pay attention to them unless you have to. They are much more complicated than their domestic equivalents, less regulated, more arcane, more difficult to understand what value means, and they’re very cyclical, they tend to be sold on fixed terms.”
Despite many business owners believing that the solution to this is a pure digital end-to-end solution, Britton stated that this doesn’t actually meet their true needs.