There is Competitive Value in Delivering Localised CX

Success in global markets hinges on the ability to deliver localised CX that rivals those of local providers, who possess deeper cultural and linguistic advantages, says Giulio Castiglioni, Customer Care Director at Playtomic.

“A common misconception is that customer experience is solely the responsibility of the customer service team. This view is misleading because it overlooks the collaborative nature of delivering exceptional CX,” says Giulio Castiglioni, Customer Care Director at Playtomic.

Giulio and his team manage customer interactions in nine languages across both B2B and B2C clients. The team is structured into six units, including four regional teams and two specialised teams focused on scalability and customer experience. They handle over 30,000 tickets monthly via chat and email, ensuring a seamless experience for Playtomic’s global user base.

Giulio understands that the biggest challenge and opportunity in their industry is delivering exceptional, localised customer experiences while competing with local providers who have inherent advantages in language and cultural understanding. 

Believing that customer experience (CX) is fundamental to success, he emphasises providing a consistent, enjoyable experience across all touchpoints. By adapting communication styles for each market, Playtomic has successfully grown and competed on a global scale.

Giulio also shares his opinion on the role of genAI, how data-driven strategies can help keep up with changing customer expectations, and what makes an app sticky.

Excerpts from the interview:

What is the biggest CX challenge and opportunity in your industry?

The biggest challenge and opportunity in our industry is delivering exceptional, localised customer experiences while competing with local providers who have inherent advantages in language and cultural understanding.

At Playtomic, we believe CX is fundamental to our success. A single negative experience can significantly impact a user’s perception of our brand. Our philosophy is to provide a consistent, enjoyable experience across all touchpoints, from app usage to customer support interactions.

By focusing on adapting our communication style for each market, we’ve been able to compete effectively on a global scale. This approach has been key to our growth and success in diverse markets.

How do you see generative AI impacting CX solutions?

Generative AI has the potential to significantly enhance CX solutions in two primary ways:

1. Improved chatbot functionality: AI can provide faster, more accurate responses based on the customer knowledge base, enhancing our ability to offer 24/7 support without human intervention.
2. Agent support: AI can assist our agents in composing emails more efficiently, ensuring consistency in tone and style while adapting to our company’s voice. This allows for quicker, more accurate responses to customer inquiries.

These applications of AI can lead to improved response times, increased consistency, and overall better customer satisfaction.

What does it take to make an app experience sticky?

Creating a sticky app experience involves three key elements:

1. a) Gamification: Implementing a reward system for user activity encourages continued engagement with the app.
2. b) Clear value proposition: The app should offer a distinct advantage over alternative methods, such as providing faster access to services or unique features.
3. c) Intuitive user experience: Ensuring clarity in user actions and their consequences within the app is crucial for user retention.

These factors, combined with excellent customer support, create an app experience that users find indispensable and enjoyable to use regularly.

Three tips about data-driven strategies to keep up with evolving customer expectations.

Here are three essential data-driven strategies:

1. Monitor Contact Rate: Track the percentage of customers contacting support monthly. This metric helps identify trends and potential issues in the product or user experience.
2. Optimise Deflection Rate: Balance the percentage of inquiries handled by AI or chatbots. Aim for efficiency without sacrificing personalised support, always cross-referencing with customer satisfaction scores.
3. Evaluate Internal Quality Score: Measure the quality of agent interactions, including empathy, problem-solving skills, and overall effectiveness. This helps maintain high standards in human-delivered support.

Additionally, tracking Customer Effort Score provides a holistic view of how easily customers can resolve their issues or find information.

One common myth about CX that you would like to debunk, and why do you believe it is misleading or incorrect?

A common misconception is that customer experience is solely the responsibility of the customer service team. This view is misleading because it overlooks the collaborative nature of delivering exceptional CX.

In reality, customer experience is the result of how different departments work together to provide the best service. The strength of a company’s internal communication and collaboration directly correlates with the quality of experience offered to the customer.

Another myth is that AI will completely replace human agents in customer service. While AI will play an increasingly important role in CX, enhancing efficiency and providing 24/7 support, human agents will remain crucial for handling complex issues, providing empathy, and managing nuanced interactions. The key is to embrace AI as a tool that empowers human agents to provide better service, rather than as a replacement for human interaction.