Call center companies are increasingly making use of voice-bots to avoid playing back-up music when being in a caller queue, in order to improve that way their customer communication and eventually the customer experience (CX). In doing so, they rely on artificial intelligence (AI).
Earlier than many others, CX executives recognized the potential of AI and used it to better serve their customers. After all, customer experience is all about one thing, namely using new technologies to serve the customers and make their life easier. IT analysts at Gartner even predict that by 2020, CX will have the largest share of the AI market and provide a few good reasons why they expect that:
AI is always on the spot: there is no CX-friendlier technology than the chatbot, which is available for your customers 24 hours a day and solves any problem, no matter when it occurs. But that's not all: by analyzing the customer interaction involved, you will learn how to solve larger problems and improve the customer experience for future customers. With chatbots, limited call center service times, queuing music, and automated announcements such as "Your concern is important to us", are finally a thing of the past. When used in the right way, artificial intelligence can be a real eye-opener for the customer.
AI understands what customers think, feel, and want: out of millions of words that current or potential customers have written, AI can easily filter out any key statements. Whether surveys, reviews, social media posts, or call center protocols, Natural Language Processing (NLP) allows to analyze text messages written in free text so that you can explore what customers think of your products, prices, features, or your brand as a whole. For certain scenarios, even automated answers can be produced, such as when responding to negative posts in social media. That way, you can learn more about the problem and fix it instantaneously. AI can simply do much more than just collect and apply feedback: it can help you to go one step further so that you are able to provide each customer with a unique experience using historical and behavioral data. No matter if it is about new offers, product recommendations or a home page tailored to the users’ interests: AI means that we no longer need to ask customers what they want, since we can find this out for ourselves and relieve them of providing answers. At the same time, AI increases brand loyalty and customer satisfaction. By using predictive modeling, we can identify problems in advance and prevent customers from emigrating by increasing their satisfaction and loyalty.
AI makes every single interaction smarter: with AI, customer interactions and conversations with customers can be embedded in a diverse data context and linked to millions of other interactions. For example, the customer does not have to re-explain what's going on in the call center every single time. Whether by chat, email or voice, modern APIs allow companies to merge, evaluate and respond to any communication channel. For instance, AI also opens up new possibilities in the area of image recognition: the customer provides a picture of the product he desires and you will find it for him that way. A huge advantage for fashion retailers is, for example, that their customers no longer have to struggle to describe shoes that they have seen in the shop window, instead simply send a photo.
Obviously, for now, repetitive tasks can be easily handed over to artificial intelligence, so that marketers can make human interactions more detailed, targeted and differentiated.
By Daniela La Marca