The age of artificial intelligence is here, and Isaac Asimov can take a bow (wherever he is). From all the new-age technologies transforming businesses today, artificial intelligence (AI) is proving to be a powerful tool to optimize relationship management and offer a seamless customer experience (CX). From providing more relevant search research and offering product suggestions to enabling healthcare providers to serve patients better, AI is actively helping deliver more engaging, convenient, and higher standards of customer interactions.
Because AI-led systems deliver a human experience by understanding unstructured data, it is touted as the driver for a seismic shift in CX. It allows businesses to consume and interpret vast amounts of data with far greater speed and see, talk and hear, like humans. CX teams today are entering a new era without a doubt—that of AI-powered experiences that feel like natural human engagement. But how exactly can it help enterprises to improve brand equity and deliver better engagement? Here’s how:
AI has established itself as the go-to tech for enhancing customer experience. A subset of business intelligence, AI analytics employs machine learning (ML) techniques to explore historical, social, and behavioral data helping businesses understand customers more comprehensively. Unlike conventional data analytics systems, AI constantly learns from and processes the data it analyzes to anticipate customer behavior. So, if a customer service associate goes off-track or forgets to disclose some essential information to a caller, AI tools working in the background can prompt him to take the right action before the call ends.
They say to err is human. But machines can perform repetitive tasks with a consistent level of accuracy and efficiency and have a stronger ability to support decision-making. Additionally, language analysis tools can rapidly process data from customers’ recent interactions with a business to help customer service executives in real-time decisions while serving or developing content for them. By leveraging data mining, statistics, and modeling, AI can also use predictive analytics to generate insights that guide interaction between a business and its customer.
‘One size fits all’ is not a business mantra anymore. Mass marketing campaigns fail to impress consumers. And while each customer is unique with a distinct set of expectations, it is difficult for agents to tailor individual engagements. On the other hand, AI can hyper-personalize customer experiences by analyzing data at the most granular level. While many organizations use segmentation to create customer groups based on visible likes, dislikes, and activities on social media, AI-based hyper-personalization drills down to minute variations that can be used to target a customer at the individual level. A business can then offer them precisely what they need or prefer. This enhances customer journey, promotes stronger brand loyalty, and helps to convert more leads.
With multiple options available, consumers today demand an immediate response, or they take their business elsewhere. However, prompt resolution may not always be humanly possible. Fortunately, sifting through numerous emails, social media accounts, and third-party aggregator sites for queries/complaints, or understanding the purpose of a customer’s call, even before connecting to an agent, is now possible by deploying AI. Auto-responders, chatbots, voice assistants, and self-service IVRs today are helping streamline and quicken query resolution. Using AI tools for automated service also helps to provide round-the-clock customer support.
Given the many ways of interaction available to customers—phone calls, automatic call back, live chat, email, SMS-text support, mobile apps, or even video calls—delivering seamless experiences becomes vital when switching between channels. For example, a query initially sent through email should get an instant response if the sender follows up on the phone. AI makes such seamless customer support feasible by integrating all service channels and building a unified approach for issue resolution. Because records are stored in a central repository, customers do not need to repeat what they’ve communicated earlier. This leads to a better experience and improves their perception of the brand.
As companies worldwide compete for customer attention, artificial intelligence is ushering in an era of superior customer experiences that will become the critical differentiator in whether you win or lose a customer. It is proving to be vital in empowering customer care executives with additional knowledge that adds the wow factor in their interactions with customers.
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