How IoT Will Drive Better CX – Martin Taylor, Co-Founder & Deputy CEO at Content Guru. discusses.
The number of connected Internet of Things (IoT) devices is estimated to grow to 40 billion by 2030, far outpacing the human population. The rise in IoT devices will equally see the number of digital customers, essentially connected devices representing real individuals, rise significantly. Connected devices create a huge amount of data and, if the data is collected and analysed effectively, devices can help brands better understand their customers and provide assistance.
Although to many the concept of a device acting on behalf of a customer may seem futuristic, there are already examples of digital customers supporting CX.
1. Wearable fitness trackers have become commonplace, working alongside smartphones to monitor activity and provide detailed insights to users. Devices now go beyond just activity tracking and can monitor a number of health metrics such as heart rate, blood oxygen saturation and blood pressure. As a result, users can share data with a range of relevant providers such as healthcare services to allow remote monitoring or consumer brands that can provide better services, offers and promotions based on a customer’s location and activity level.
2. Smart metering ensures customers have up-to-date and accurate billing and they can already participate in promotions such as discounted energy at non-peak times. Data released in November 2024 revealed 65% of UK domestic meters, which is around 37 million meters, were smart meters, highlighting the proliferation of the technology. Supply outages can be spotted instantly and providers can communicate proactively with customers, removing the need to self-report disruptions and enabling ongoing updates on the status of repairs.
3. Monitoring for insurers, via devices such as so-called ‘black box’ devices in cars, allows providers to predict and monitor risk more effectively. Traditionally insurance premiums have been based on stereotypical risk markers such as age and gender; as a result, risk wasn’t fairly or accurately predicted. Insurers can now monitor speed, braking, steering, seat belt usage and what times of day drivers are active. As a result, tailored premiums can be offered, with lower-risk drivers offered the best deals; a valuable model for drivers that are typically stung by traditional stereotyping, such as newer or younger drivers.
Smart devices facilitating contactless resolution
Real-world data is already being used to improve experiences, and we can expect use cases to grow significantly as more connected devices become available, signaling a new era for CX. As a result, an increasing number of customers will be able to get better service without the effort of contacting providers; in effect creating ‘contactless resolutions’ while businesses achieve a greater understanding of customers and almost-live insights that see customers serviced more fairly and efficiently. In whichever form they come, digital customers represent a further extension of omni-channel and offer an additional way of communicating. Organisations must act to ensure they are prepared and have a CX platform that can both receive IoT data and allow them to act on it.
Martin Taylor, Co-Founder & Deputy CEO at Content Guru. discusses.
Content Guru is the world’s foremost vendor of mission-critical, high-scale, feature-rich cloud contact centre and CX (customer experience) solutions.
Available in over 150 countries, storm® is the only cloud platform trusted to run national blue-light emergency services and its CX solutions have delivered the highest customer satisfaction scores in multiple industries for many of the globe’s largest organisations. Its brain® AI services provide leading automated and human-assist capabilities to bolster contact centre performance.
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