4 Ways Brands Enhance Digital Customer Experience with AI
Research shows that consumers are starting to prefer self-service to talking to a customer service agent.1 – Forbes
The news today is inundated with stories about the role of artificial intelligence (AI) in transforming the transportation, entertainment, and manufacturing industries. However, there’s an AI revolution happening behind the scenes that is quietly shaping the future of how all businesses engage with their customers. The majority of the world’s top brands use AI solutions to increase customer satisfaction.2 Not only that, studies show that consumers are starting to prefer self-service solutions and want to use digital messaging to communicate with businesses rather than talking to an agent.3, 4
Companies that have been using AI for years have moved beyond merely automating customer processes to making them more efficient, and embracing artificial intelligence as a means to ultimately enhance the digital customer experience. However, there are risks involved. For example, some situations require a level of compassion and empathy that AI chatbots have not convincingly mastered. There are also times when customers just want to talk to a human, especially if they’re already frustrated with your product or service. If it’s difficult to get a human representative when a bot fails to help, customers may take their business elsewhere.5
Get inspired by these four innovative ways to harness AI to deliver a more effective and efficient digital customer experience.
Smart brands bring their customers on their bot journey. #CX #AI
A recent survey found that the majority of respondents don’t think customer service chatbots should pose as humans.6 Smart brands bring their customers on their bot journey and follow the first rule of thumb for any customer service bot experience: disclose how you use bots, why you use them, and be clear about when a customer is interacting with one.7 Last but not least, always give customers regular and easy options to connect to humans as an alternate path to resolution. Read more about Maintaining Human Experiences in a Bot Crazy World.
Managing a 24/7 customer service operation is costly; luckily, chatbots never sleep. 8
2. Offer Self-Service
Customers expect a real-time response, which isn’t always possible with a team of live agents. A chatbot or virtual assistant can provide 24/7 customer service, potentially solving up to 80% of queries automatically and immediately.9 Encouraging customers to self-serve online enables them to have a faster, more intuitive experience and allows you to reserve human agents for more complex issues.10 With Facebook Messenger (FBM) rapidly becoming a game-changer for self-service, it was a no-brainer for fashion and lifestyle company TechStyle to offer their members FBM automatic options. Their FBM Bot provides automated shipping and tracking notifications and can respond to members’ questions and concerns in real time through AI technology.
3. Provide Hyper-Personalized Service at Scale
Armed with holistic customer profile data, AI can deliver hyper-personalized content to thousands of website visitors at the same time based on each person’s unique interests. Whether it’s a discount on merchandise, an offer of free shipping, or an article suggestion, systems powered by AI predict the offers or content that will be most effective and deliver them at the exact moment the customer is most likely to be receptive.11
4. Improve KPIs with an AI Approach
As with all shiny, new technologies, it’s vital that you tie them to your customer service goals before you deploy them. Consider your company’s KPIs and how they can be improved with an AI approach in the planning stage.12 Will implementing a chatbot increase customer satisfaction and improve CSAT scores? How many more prospects are likely to convert to customers after an AI interaction? How much will automated responses lower average resolution time? Answering questions like these and including performance measurements in your plans are key to getting executive buy-in and long-term support.13
Your competition and customers are ready for the AI revolution—are you? IBM Futurist Bernie Borges and Lithium’s Chief Community Officer, Joe Cothrel, reveal essential strategies to delivering a relevant customer journey using AI in the webcast The AI-Powered Customer Experience.