The widespread adoption of AI-enabled technologies is set to revitalize customer experience, making it far more personalized, empathetic, and effective.
Customer experience is at a crossroads. Despite the fact that customers are spending more and interacting with brands at a historically high level, they also report record low levels of satisfaction with and trust in those brands. There are more opportunities than ever for brands to communicate with consumers, but brands aren’t delivering experiences that allow them to actually capitalize on those interactions.
Thankfully, new innovations are changing the field, promising better interactions between brands and their customers. Artificial intelligence will soon be used to eschew creative fatigue and create efficient, personalized experiences. Technologies like chatbots, for example, draw on AI and machine learning to provide lifelike service available on-demand, 24/7. Here’s how CMSWire predicts customer experience will be transformed in the coming years, and why AI is expected to play a big part in that transformation.
Despite worries that automation will create a soulless, impersonal world, most of the available evidence suggests the opposite is true. Instead, these technologies will make business even more personal by reorienting the work of all employees towards the customer experience.
With the help of AI, for example, all customer-facing workers will be able to provide personalized service in the moment, while back-end positions will focus on delivering client-centric outcomes. Consumer satisfaction and trust should then increase, since organizations will move with the customer, instead of forcing the customer to move in complex ways across channels.
Familiarity tends to breed trust — as a recent Pegasystems survey shows, the more people are exposed to AI, the more comfortable they become with businesses using it to engage with them. In order to rebuild lost consumer trust, companies will need to share more information about how they implement AI and how the technology works.
Take Albert™, for example, the first autonomous marketing platform built from the ground up on AI. Our Inside Albert module gives users a look under the hood to show what decisions the autonomous marketer has taken, which in turn makes it easier for users to collaborate with and put trust in the AI.
Landmark legislation is coming in May, when the EU’s General Data Protection Regulation will enable European citizens to legally demand that businesses delete their personal information. As a result, every single brand interaction becomes an opportunity for consumers to reconsider whether they want a company to have access to their information. The stakes surrounding customer experience will be raised, since negative interactions will not only impact sales, but could lead to the deletion of valuable virtual assets.
Advanced AI provides companies with the ability to collect more data than ever before in real-time from a variety of inputs, which makes it possible to get a comprehensive understanding of the customer in any given moment. Companies will need to harness this power to create personalized, empathic customer experiences that optimize service delivery and customer satisfaction. Correspondingly, workers and leaders in the field must become experts in harnessing this technology to ensure it’s really capturing the needs and wants of each customer.
Chatbots, robotic software, and automated tools will become increasingly widespread and prominent in fields like sales, marketing, and of course, customer service. Their impact will be immediately apparent, eliminating many mundane tasks, increasing efficiency, and providing more time to focus on the more complicated elements of customer experience.
At the end of the day, AI adoption will boost both employee and customer satisfaction, and that’s a good thing for everyone.