This is very intriguing, @JamesScutt ! What resonates for me most is that while organizations are moving to “virtual-first” environments for interactions with customers (if they haven’t already), people really huger to connect with “real human beings” in their customer experience. As was pointed out at X4, with seven generations now in the CX world, these preferences can vary significantly. (Witness the challenges created by the US Social Security Administration reducing the services it offers telephonically and in-person.) In our world as a library, the vast majority of our patrons access our collections digitally, but they still have questions that can best be answered by real people. It does need to be a mix. In the end, we need to separate the channel for the interaction (face-to-face, telephone, chat, etc.) from the quality of the interaction.
Now that I’ve had a chance to look through the report, I’m intrigued by how you and the team have linked user journeys (like buying a television set, scheduling a doctor’s appointment, etc.) to expectations and actual experiences. It’s an interesting opportunity for gap analysis, but also to rethink what CX is all about!
@AdamK12 The shift to virtual-first environments does seem to create a gap in genuine human connection, especially in customer service. It's interesting how different generations have varying preferences for interaction styles.
Considering your perspective on libraries, where there is going to be a big in-person offering, what strategies do you think could effectively balance digital access with the need for personal interaction?
Also looping @Isabelle_Zdatny into this conversation who will have an expert view!
That’s such a good question @JamesScutt @Isabelle_Zdatny -- it’s worth noting that even for our library -- the largest biomedical library in the world -- our reading room only accomodates four people at a time, so the vast majority of our visitors are going to be virtual. Likewise for a university library or other national library, they may have larger physical facilities but they’re going to have significant digital collections for people who can’t visit in person.
From my perspective, it comes down to the idea of meeting your customers where they are, whether they are coming through a digital front door or one made of wood, metal, and glass. The nuances of the experience will be different but the essence will be the same:
- Could they easily find what they were looking for, when they needed it?
- Were staff helpful, regardless of what channel they used to reach out to them?
- Was the experience pleasant, whatever that means in the context of the channel?
The most important takeaway here is that people really do crave meaningful interactions, even if they are not leaving their house. What do you think? I’m looking forward to continuing the conversation!
