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Can Artificial Intelligence Provide Real Value In The Customer Experience?

artificial intelligence

Artificial Intelligence (AI) is back into the mix as a popular technological tool and a trendy topic for discussion. In his recent article, Vince Jeffs likens the path of AI in corporate culture to a comet. Unlike other technological trends that rise for a period of time and then fall into obscurity if they don’t provide value, AI seems to have a path like a comet where it appears, disappears, reappears, etc. Every time AI makes an appearance, people become entranced by it and looks for ways they can implement it into their company. Jeffs article dives deeper into this phenomenon and examines whether AI in the customer experience can provide real value, or if it's superficial and will eventually fade away.

Jeffs says that determining the longevity of AI as part of the customer experience depends on whether or not the AI is superficial or provides real value. If AI is being utilized in a company’s customer experience program but it doesn’t actually enhance the customer service while making your employees more efficient, then it’s just superficial AI. So, with that being the case, what are some examples of AI that provides real value to the customer experience?

One example Jeffs gives of AI providing real value to the customer experience is with companies take information given to them by smartphone data to create workflows that send communication or product offers to customers at the right time. In the same way, the AI algorithms can use data to assist contact center agents and other employees in determining the best next step to help customers. Additional examples Jeffs gives include using AI to provide customers with content based on their buying patterns and using AI to complete routine or easy customer services inquiries that saves valuable time for customer service agents. This most recent wave of AI has helped a variety of industries in many ways, and for contact centers it has helped by reducing AHT and improve CSAT scores while giving agents more freedom to focus on challenging customer service calls. 

Now more than ever, customers are expecting faster and more personalized service. There is a high level of significance in providing a customer journey that works intuitively with as few flaws as possible. As a result of these high expectations, technology must constantly get smarter as it evolves, which means that AI will have a continuous role in customer experience programs. The future of AI in the customer experience could include artificial agents that have more human voices and conversational speaking patterns, but AI is currently best utilized as an aid for human agents and employees to perform simple tasks. By using human and AI capabilities in an integrated approach, you can develop a fluid customer journey that makes customers happy and meets their needs before they need to ask.

This blog post is based on an article from CustomerThink. To read the original article, please click the link below: 

AI in CX: Real or Superficial Intelligence? – Vince Jeffs 

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