Enhancing Customer Experience with AI
“Man and machine always get a better answer than man alone or machine alone.” ― Ginni Rometty, CEO, IBM
The role of artificial intelligence is growing, and we have only just scratched the surface. As technology advances, more organisations are adopting AI to enhance and improve their interactions with customers. In this article, we explore three trends that are being adopted in 2019 and how they can provide value in your organisation. Enhancing customer experience with AI will be an important topic as it allows businesses to create a more personalised experience for their customers. What role does AI play in this? We discuss the following trends and how they are being applied.
Chatbots and Virtual Assistants
There has been a rise in the adoption of chatbots and virtual assistants. More than ever customers want answers, quickly. Chatbots had some challenges in their initial launch but through modifications, they can now provide a humanised experience for customers. With recent advances to chatbots, talking to an AI bot may be hard to detect as opposed to speaking with a live agent. This is done through Natural Language Programming (NLP). NLP enables the bot to respond in complete sentences that flow naturally. Chatbots can help organisations reduce overhead costs and provide instant answers to customer queries.
A key consideration when looking to adopt this into your organisation would be to analyse your customer experience journey and identify where a chatbot may provide value. Through the adoption phase, carefully monitor and test your customer’s experience with feedback surveys to track the performance of chatbots and continue to look for ways to optimise their interactions with customers.
A recent study by Monetate found that more than 83% of customers reported they expect brands to personalise experiences for them. Artificial intelligence is helping businesses create experiences that naturally integrate with each consumer’s preferences providing a personalised experience. Consumers will no longer change their pattern of communication when interacting with brands in order to satisfy their needs. Intelligent customisation will make customers feel as if every product or brand experience was tailored just for them which will ultimately reduce marketing/sales communications they may not be relevant to them.
Analysing your customer’s behaviour combined with personalisation and machine learning allows organisations to create user profiles based on their browsing habits, offering content and recommendations that reach them at the right time. It may be helpful to contact an organisation who specialises in machine learning and AI to help your organisation with your personalisation goals.
Predictive Content and Analytics
Predictive analytics uses historical data to predict future events. Generally, historical data is used to build a mathematical model that identifies important trends. In addition, historical data defines a set of parameters, which computers can then use to determine what a user’s behaviour/response might be in the future. For accurate predictive analytics, the current data streams will need to be constantly reviewed and optimised. Statistics show that companies that experience the best results with predictive analytics tend to use multiple data sources, including unstructured, text-based, machine or Internet of Things (IoT) data.
The power of AI-enabled customer journey analytics is that it can review and analyse larger and more complex data sets and potentially uncover more business opportunities. Therefore, the prioritisation of the data derived is key. The more data you can analyse and the faster you can analyse it also means the more likely you are to get viable, actionable insights in a timely way for your organisation.
Bringing it all together
The role of artificial intelligence is changing rapidly in organisations with 2019 being a pivotal year for the adoption of customer experience enhanced AI. Chatbots and virtual assistants can provide customer service responses faster than ever before. AI enables organisations to provide a personalised experience to customers. Lastly, we discussed the future of predictive content, where AI enabled tools can learn about consumer behaviour and make recommendations based on their preferences. There is no telling where we will be in the next five years, but AI will play a large role in the way organisations engage with customers.