The world is swiftly transitioning to a comprehensive digital reality, where it’s becoming increasingly difficult to discern between human, automated, augmented and artificial intelligence. The future holds great things for the evolution of our software-based brethren, with the extraordinary application of AI permeating through all industries, from medicine and transportation to education and e-commerce.
With the rise of global entrepreneurial culture and the subsequent increase in commerce and e-commerce alike, companies from around the world are looking for some new, innovative solutions to optimize their operations, increase productivity and facilitate success. Customer experience plays a pivotal, if not the deciding role in ensuring this success.
Time is everything
Good customer experience starts with your willingness and ability to ensure a fast response rate, and with over 90% of businesses contending over customer satisfaction according to Gartner, the need to maintain timely communication with your customers becomes increasingly important.
While communication has always been a two-way human process, artificial intelligence is eager to change that, in an attempt to increase the average response speed.
Companies are able to decrease their cadre expenses with the use of intuitive AI response systems that can forward the more complex inquires to a professional, detailing invaluable customer information in the process of creating a more personalized experience.
Channels of Communication
A recent survey of 2,046 US adults conducted by Invoca discovered that 33% of participants use their smartphones to call businesses inquiring about purchases, return policies, bookings, etc. The same survey notes that calls to businesses, friends, and family are conducted more than five times a day.
These digits pose a potentially game-changing question to the customer experience managers around the world – which method of communication is preferable and which channels must always remain available to customers?
In fact, according to the marketing company BIA Kelsey, calls to businesses are expected to exceed $169 billion per year by 2020 in a trend, generating more than $1 trillion of commerce. It seems that one-on-one communication is preferable when faced with a final decision, such as purchasing goods or services.
Introducing Einstein to the customer experience management
A widely known leader in the CRM industry, Salesforce, is trying to elevate the concept of customer support and employee performance with its innovative AI concept – Einstein.
This new technology aims to make customer services more efficient and effective than ever before, as it entails a “recommendation engine” that proposes the next best action for the employee in order to create a personalized experience for the consumer.
Moreover, Einstein serves as a powerful cross-sell and upsell agent by recommending the best actions and subsequent call to action communication with the customer, using machine learning and PredictionIO solution to supply the service agent with valuable data and a 360° view of the customer.
For example, let’s take a look at this hypothetical situation: a customer is on a hotel website looking for a previous stay receipt, while looking for some information about a vacation club promotion at the same time. The website has a pro-active chatbot who automatically emails him the receipt and asks if there is anything else they need assistance with.
When the customer asks for a vacation property, the intuitive AI recognizes it’s an upsell and routes the conversation to an agent who is using Salesforce. The outcome: The agent closes a new sale with a combo bot / Salesforce Einstein solution, thanks to a 360° view of the customer.
The golden ratio
Artificial intelligence is not only the be-all-end-all of sales and communication; it’s also the perfect tool for efficiently resolving issues in your customer complaint center. An intuitive AI chatbot can resolve simple issues on its own, or reroute the conversation to the right service agent.
The perfect example is a customer looking to have a late fee waived. The chatbot will reroute the customer to a skillful representative, but not before proposing a solution to the interested party in terms of changing payment due dates, recommending payment reliefs, etc.
It seems that the prudent use of AI paired with human interaction is the solution that provides the optimal results when it comes to customer experience management.
In the end
Adelyn Zhou, CEO of TOPBOTS states that in twenty years AI will no longer be an isolated industry but rather embedded in every part of business and life in general. We can conclude with certainty that a comprehensive artificial future is inevitable, and that the current state of customer experience industry is yet another crucial stepping-stone towards a future of seamless artificial and organic coexistence that will elevate business performance to unprecedented heights of success.