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Strategizing to Maximize the Role of AI in the Customer Experience
Artificial intelligence (AI), machine learning (ML) and automation already play major roles in the customer experience. And they are set to become even more prominent moving forward, with Servion Global Solutions predicting 95 percent of all customer interactions will be supported by AI by 2025.
As most customers know, AI offers both positive and negative features when it comes to navigating customer service. A balanced approach to offering the best customer experience possible will include a blend of automation along with logical controls based on a strong business strategy that only humans can provide, at least at this time.
It's important to understand that AI and automation have limits. For instance, AI excels at finding patterns in data and uses them to learn and gain insights. It is limited by the amount of data it has access to, and no business has enough data available to enable AI to handle the entire customer experience. By deploying AI in specific areas and for targeted challenges, organizations can make the best of automation and rely on well-trained humans for the other areas.
Compliance is another challenging area for AI. When it comes to industries like healthcare and financial services, the use of AI is limited as organizations need to meet regulatory mandates and that can only be done with a healthy amount of human oversight.
To truly maximize the power of AI and ML, businesses need to use human logic to set out clear business objectives, including regulatory and compliance restraints. AI and ML may then be used to help meet those objectives in ways that will optimize the customer journey and achieve the desired outcomes.
Of course, a fundamental human understanding of CX is necessary to maximize the use of AI and provide the best outcomes possible. Automation may then be used to streamline and improve the entire customer journey by incorporating personalization and long-range business objectives.
Edited by Luke Bellos