What is Emotion-Driven Innovation in the Customer Support Sector?

Today, customer support innovation that is accurately in tune with customer emotions is the ideal driving force behind successful businesses. Though the emotion-driven innovation trend began 4 years ago, the pandemic has taken it to the next level, owing to a range of fresh customer emotions, preferences and habits. Added to which, tools such as facial recognition, sentiment analysis and other buyer data collection processes have further assisted companies to tailor their customer support according to the emotions of their target audiences. 

Empathy has always played a significant role in customer support. But how can we identify with customers, understand exactly what they are truly feeling and make optimum use of it?

By constantly collecting, analyzing and reacting to customer sentiment data and biofeedback. The trick lies in utilizing relevant data at the right time and in the correct manner. Information collected 3 months ago, via a consumer survey or an email feedback campaign is old news in today’s times. Real-time data collection, via all touchpoints, gives us more up-to-date and therefore relevant inputs, to make the most innovative business decisions. 

Most brands aspire for words such as ‘happy,’ ‘amazing’, or ‘love’ when it comes to how their customers view them. The most interesting aspect of these words is that when people talk about their personal lives, relationships, family and friends, they use similar ones. 

A particular strategy used by many brands includes showing the most empathy to customers at crucial points in their lives such as their first job, house or car.

Why is it important to create emotion-driven innovation?

Businesses, across sectors, are identifying ways to adopt customer centric thinking and emotions to create, design, produce and deliver their products or services. 

When it comes to customer support, it really matters how good the entire customer journey is. Which is why businesses need to adhere to customer emotions right from product ideation till the after sales stages. 

a) Survival:

This has become even more pertinent during the pandemic as every business needs some way to battle the market fluctuations and survive during these times. New business models, smoother purchase experiences and efficient customer support are some of the changes that have helped companies thrive. Most ideas have cropped up from customer needs and continue to do so.  

b) Improvement:

By approaching their businesses via emotion-driven initiatives, companies have been able to enter new markets, boost sales and profits, increase their customer base and provide superior CX. Also, via a company’s offerings, systems and support is an ideal way to demonstrate to customers that the company cares, in turn, building trust.

According to acclaimed research, customers of businesses that adopt emotion-driven innovations are more likely to advocate or recommend its products and services to others.  

Result of emotion-related data on customer support 

According to the latest customer emotions and preferences, these are some of the innovations that have been introduced in the customer support market in the recent years:

1) Video Calling

Live video calling has become paramount in certain industries which deal with complicated or technical products. DIY furniture stores, computer parts providers, kitchen gadget brands and home appliance suppliers are some companies that utilize video calling with their customers for prompt and real-time assistance.

Live support tools enable brands to create close bonds with their customers through eye contact. Helping a customer through face-to-face mediums is a powerful means to strengthen customer loyalty. 

2) Omnichannel Support

The benefits of Omnichannel customer support are manifold. Customer support companies are moving from multi-channeled platforms to a unified system, to keep track of all customer communication. 

You may also want to know: 7 Ways Omnichannel Customer Support Benefits Your Business 

If a particular customer contacts a company first via chat, then follows up with an email or Facebook DM, the support team is able to access all 3 communication pieces to get a better idea of the problem and offer a proactive solution.

The latest omnichannel platforms support virtual assistance, audio and video calls, social media posting and messaging, chatbot, SMS, Whatsapp, Emails and Tickets.   

3) Bots and AI

Bots are utilized to answer basic and most common questions that customers ask over chat. They are backed by knowledge and intelligent technology. They cut costs, work when humans are asleep and handle all the easy questions, on behalf of the company or customer support team.

AI and Bot technology is constantly improving and advancing to be able to predict, analyze, learn and teach.  

4) Personalized Experiences

With the ability to analyze emotions and sentiments, support teams are able to deliver more individualistic and personalized assistance to customers. 

The agents are trained to tailor their solutions and delivery methods according to the customer. Method of communication, preferred platform, language and timing are some of the details that form personalized experiences. 

Apart from the above, Augmented Reality, Better equipped Frontline Agents, Social Media Mastery, and advanced Self Service systems are being introduced, thanks to customer data inputs. 

You may also like: It’s Time You Talk To Your Customer In Their Language

If you are looking to improve your customer support with emotion-driven data and innovation, talk to us today!