Artificial Intelligence (AI) is currently the cornerstone of the customer experience: it is a type of technology that attempts to emulate the learning processes of the human mind. The main advantages of incorporating AI into companies are the automation of tasks, management and the analysis of customer information collected through their engagement in different media, as well as the capacity to determine trends that improve decision making and anticipate consumers’ needs.
In fact, based on information from Adobe’s website, 61% of the companies that use artificial intelligence to analyze data claim that they are identifying opportunities they would miss out on without this technology.
How artificial intelligence optimizes the customer experience
The objective of companies going through a digital transformation is achieving greater efficiency and competitiveness, but, above all, the goal is providing an ideal customer experience. The importance of this experience seems to be surpassing the importance of the actual products being offered.
Customer Service at all times with Chatbots
The customer experience is enhanced by after-hours assistance thanks to chatbots. Chatbots are computer programs capable of holding conversations regarding a specific service for which they are trained.
Today, most customer service bots operate with artificial intelligence; in other words, a chatbot is able to learn through each interaction and provide a more customized service in future conversations. According to an Invesp report, projections are showing that by the year 2022, 85% of customer interactions with companies will be performed by bots.
Improving the employee experience improves the customer experience
Providing good service, staying calm and maintaining a positive attitude after several hours on the job and engaging with complicated customers is quite a challenge for front line employees.
Bots on the other hand, work 24/7 and maintain service standards. They are capable of replying up to 80% of routine queries according to the same Invesp report (and without showing any signs of stress or exhaustion!). They can even be programmed to communicate using the same tone of voice the company uses to speak to their customers.
Contrary to the common fear that chatbots will replace employees, this technology actually allows collaborators to focus on more relevant and rewarding tasks, while the bots take over more repetitive duties. It is expected that using AI in companies will increase productivity by 40% by allowing employees to use their time more efficiently. Obviously, they will have a better disposition, since they will be rid of tedious tasks.
Today’s consumers prefer immediate action
Easy access to information, mobile devices, automation, machine learning and other technologies have altered customers’ expectations. Customers expect their needs to be satisfied immediately. Calling customer service and waiting to hear a list of options to then be kept on hold for several minutes, or filling out a form to get a service ticket and waiting for days for a response are not an option for this new type of customer.
According to the Inesvp report, the main benefits that customers perceive by engaging with chatbots is 24/7 service, immediate responses and just how easy it is to communicate with them.
Consumers want customized experiences
Customization is a critical part of the customer experience. But, it has to go beyond basic actions like addressing the consumer by their name or sending an email to congratulate them on their birthday. In fact, according to data from Econsultancy, only 8% of users think they could commit to a brand that is limited to these actions.
Artificial Intelligence is capable of compiling relevant information from each and every customer based on their history, offering customized recommendations and content. According to the same Econsultancy report, 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company, while 45% admits they have purchased a product that they did not initially intend to buy. What’s more, 40% of consumers say they have purchased something more expensive than they originally planned because their experience was personalized.