Artificial Intelligence And Customer Experience: How The Technology Ma
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Artificial Intelligence And Customer Experience: How The Technology Making a Difference?

Avinash Sharma
By Avinash Sharma| Friday, April 20, 2018 14:15 PM |6 min read
Artificial

While ordering a pizza through the Facebook messenger, I realized how dramatically customer services has been changed with the introduction of Artificial Intelligence. There was a time when we used to browse for hours and end up finding that the desired product is out of stock, and deal with not-so-helping staff in case of any query.

But now, everything is so streamlined. We can check deals on Messenger and Instagram and expect sales representatives to find our preferences and show exactly what we want. Whether you talk about in-store experience, online experience or on a mobile app – the retailers are able to provide VIP treatment to the customers at every point of services, all thanks to AI technology.

Artificial Intelligence

Artificial Intelligence (AI), in a layman’s language, is the technology that trains machines to mimic human behavior and learn from its environment to maximize its chances of success at acting like humans.

AI has been in the market for past 50 years. However, it emerged out as the main ingredient of customer interactions only in the last few decades. The evolution of Chatbots, Virtual assistants and the declining cost for back-end technologies brought the attention of the market researchers and business leaders towards the technology. And the consequence is that today – whether you love or hate the technology, you can’t ignore its adoption and application in the customer service domain.

Applications of Artificial Intelligence in Customer Experience

Though you might be familiar with a wide range of advantages of AI technology in customer service, here are some of the prime ways I find the technology suitable for enhancing customer support sphere:

Round the Clock Customer Service Support

AI-powered mobile apps and platforms let brands provide 24×7 services to their customers. The bots are programmed using big data obtained from previous user interactions such that they could cater the basic issues of the customers via messaging. Besides, the advancement in the Artificial Intelligence technology has enabled the machines and platforms to sense the emotions of the users and transfer the call to its human counterpart in case of emergency/serious issue.

Lesser Waiting Time

Many times, it happens that the sales representative is interacting with a customer when another request for the same. The result is that the second person has to wait till his turn comes. This remained a challenge for the retailers and brands for a long time since a human cannot strike conversations with multiple people at a time.

chatbot

However, the AI-powered chatbots handle multiple interactions, without losing the essence of the conversation, which reduced the waiting time and improved experience for both the ends.

Personalized Customer Experience

With the concept of Machine learning and Predictive Analysis, the AI-powered machines and apps gather past customer interaction data. Based on the data, they predict and recommend products/services to the end users. This way, they provide more valuable solutions to the users and satisfy their needs quickly.

Omni-channel support

omni channel support

The first and foremost benefit of AI technology in the area of customer service is omni-mode support. The technology empower users and brand to interact via different modes of communication. For example, a customer can interact with the customer service agent through text, social media, call, or email. AI let the enterprises maintain a single database to boost employee efficiency and help them deliver exquisite customer experience.

Building Customer Relationships

AI enables organizations to nurture their relations with existing customer along with building connections with new users. The AI-based chatbots and applications send automated SMS to customers on special occasions, notify them about location-based offers, push email to get their feedback, respond to their queries, and this way, ensure brand loyalty.

The machines never suffer from mood swings or feel fatigue, which make them the right tool to cater all the customers with same enthusiasm for the whole day, and bridge the gap between the users and brand.

Use Cases

Artificial Intelligence is helping brands to cater the needs of their customers in a more personalized and effective manner. Here are some of the implementations of AI technology for making the customer experience better:

1-800- FLOWERS employs a Chatbot to Enhance Customer Experience

chatbot expression

1-800-FLOWERS have developed a Facebook messenger bot that picks clues from the user’s conversation and suggests different floral arrangements. Besides, the AI-based chatbot offers the perfect flower arrangements to users on the basis of their past behavior, if they need quick service. Either way, the bot make it easier for the customers to select the right flowers via sharing pictures of the best possible arrangements and setting up the delivery on its own.

Ticketmaster Impede Fraud using Artificial Intelligence

The company has created a bot that analyzes details of every customer to ensure that only authorized users to buy the ticket. This way, the bot deals with the fraud cases and ensure that a wider range of users could purchase a ticket, which eventually enhances their experience.

China Merchant Bank relies on WeChat Messenger for handling customers

China Merchant Bank – one of the most reputed credit card firms in China – have invested in Chatbot development. They have integrated their chatbot into WeChat messenger via which they are able to handle about 2 million customer conversations on daily basis. The bot provides quick guidance related to card balance and payments, reducing the burden of the bank representatives and cutting down the demand for higher workforce along with giving a seamless experience to the customers.

Retailer North Face IBM Watson to Offer Personalized Shopping Experience

IBM Watson

North Face relies on IBM’s Watson for helping customers refine product list. The AI-based supercomputer asks a set of questions to customers and recommends products based on the answers, which makes it easier for the customers to select the right products.

Users order Domino’s Pizza through Facebook Messenger

Domino’s chatbot, Dom, empower users to place an order by sending a message, “Pizza”. The chatbot asks for the details and place the order in the blink of an eye.

As you can observe in the above-mentioned examples, AI technology is powering the future of customer experience, helping brands to provide personalized services which is the need of the hour.

AI Predictions for 2018

A report by Garner revealed that AI will be among the top 5 technologies to invest in by 2020. Another report stated that 85% of user interactions will be managed by machines in 2020, signifying why investing in Artificial Intelligence is necessary for all the business entrepreneurs and app developers.

Our R&D team has also studied the changing market scenario and has come up with the following predictions for the AI’s future in terms of user experience:

Human Skill Enhancement

With self-driving cars, automated machines and ultra-modern AI algorithms helping humans to perform tasks swiftly and effectively, the technology will leave more room for humans to evolve. It will enable us to work on skills enhancement, boost our creativity and grow to our full potential. On a larger scale, the AI technological innovation will act as a catalyst to discover a better human and society.

Data Interoperability

Data Interoperability

As the predictive analysis and blockchain will grow more complex, the companies will focus more on presenting ideal products/services to users before they ask for. The organizations will collect and share data in a secure and effective way to understand their customer from every aspect and cater their needs in the best possible manner. Apart from this, the firms will pay more attention to data security and privacy, as information of an individual company will be everyone’s information.

Higher Connectivity and MaaP

Besides Video content, the users will employ newer technologies like AR/VR, Algorithmic storytelling and Haptic technology for enjoying immersive interactions. This will create the demand for higher connectivity, with AI focusing primarily on the following three areas:

  • It will serve accurate traffic and pattern analysis to troubleshoot issues.
  • It will offer a constant state of connectivity, allowing optimized content across different devices.
  • It will accumulate heterogeneous information from diverse platforms to streamline and contextualize what customer want.

In addition to this, Maap (Messaging as a Platform) will be the leading platform for user engagement. Instead of searching items on multiple platforms, the end users will use messaging as the ultimate channel to access information and escalate daily interactions.

No Click Experience

Brands, with the advancement in AI technology, will act as customer’s personal attendant. They will study their past behavior and present them solutions/services according to the customer needs.

voice search

Besides, the voice-search technology will be integrated into the mobile applications and platforms that will let user speak what they want instead of typing and scrolling throughout. As a result, the user will find the required product/services on the home screen itself; they need not make a single click to search for what they want.

Artificial Intelligence is continuing to bring a wave of disruption in the way we live and interact with our favorite brands and apps. The technology is facilitating a plethora of benefits to both the business leaders and customers, making it necessary for all to turn towards the technology and its implementation. And with the growth in the technology, it is clear that the future is going to be artificially intelligent, implying investing in the technology is a profitable deal. So, are you looking forward to adding AI technology in your daily processes?

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Avinash Sharma
About The Author

Avinash Sharma is the go to person for someone stuck in the glorious mesh of Android world. Currently associated with Appinventiv as a Solution Architect, Avinash has a knack for finding answers to areas that are yet to be explored. A strict out of the box thinker, he ensures that every blank space of Android app development process’s SDLC is filled.

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