Enhancing customer experience with data and AI


Andy: Yeah, that’s a big question. I think that today artificial intelligence is doing all the work, but what I think is the best is to increase the intelligence. So let’s start by explaining the two. So artificial intelligence refers to a machine that imitates human cognition. And when we think about the customer experience, there is no better example than chatbots or assistants. Technology that allows you to connect with the 365 brand 24/7 whenever you want, and simulates the conversation you would have with a live customer representative. Artificial intelligence on the other hand, is about AI improving human skills, increasing individual knowledge, allowing them to do more with less, saving time. I think that in customer experience, pilots are becoming the most popular model here. How can co-pilots come up with ideas, create solutions, transform the many tasks that people don’t like to do and frankly aren’t good at?

So I think there is a clear difference between artificial intelligence, basically those machines that take human capabilities 100% versus augmented, not replacing people, but enhancing them, allowing them to do more. And where there is integration, and I think we’re going to see this start to increase in the coming years in the customer experience and the integration between the two as we connect with brand. And what I mean by that is maybe starting a conversation with an intelligent agent, a chatbot, and then integrating it into a live customer representative to take a special action. So maybe I’m looking for a new product to buy like a mobile phone online, I can ask some questions on the chatbot and it will talk about its knowledge and past experiences to answer. But when it’s time to ask a specific question, I might be promoted to a customer service representative at that brand, they might decide to say, “Hey, when it’s time to buy, I want to make sure you’re talking to a real person.” So I think there’s been a blending or a continuation, if you will, of these kinds of interactions that you have. And I think we’re going to get to the point where soon we won’t be able to tell if it’s a human on the other end of a digital interaction or a machine chatting back and forth? But I think these two concepts, artificial intelligence and augmented intelligence are here to go and improve the customer experience at the brand level.

Laurel: Well, there’s the customer journey, but there’s also the AI ​​journey, and many of these journeys start with data. So inside, what is the best way to improve AI skills in terms of data, and how does data help to improve the experience of employees and customers?

Andy: I think in today’s era, it is clear that AI is only as good as it is trained. Quick story, if I’m an AI engineer and I’m trying to predict which movies people will watch, so I can drive engagement in my video app, I need data. What movies did people watch in the past and what did they like? Similarly in customer service, if I’m trying to predict the best outcome of that interaction, I want CX data. I want to know what went well in the past for these connections, what went wrong or what went wrong? I don’t want data that is only available online. I need unique CX data for my AI models. When we think about improving AI skills, it’s all about getting the right data to train my models for the best results.

And going back to the example I brought up around the idea, I think it reinforces the need to make sure that when we train AI models to be able to understand customer data, it’s pulled from rich CX pages and not publicly available data like many others. major popular languages ​​are used.

And I’m thinking about how data can help improve employee and customer experiences. There is a process that is necessary to obtain new information or to obtain new information from the unchanging groups that often these communication centers and learning centers have. So when we think about talking to each other, it’s not clear, right? It can go many ways. It is often unclear and difficult to understand where AI and advanced machine learning techniques can even help to gain new insights from the conversation such as how the customer feels at the beginning of the conversation and at the end. What actions did the agent take that made people feel positive or negative? How did all this happen? And very quickly you can go from taking large random data sets that may not have a lot of information or signals in them to very large data sets that are rich and have a lot of signals and find that new information or understanding, the way I like to think about it, the chemistry of the conversation is working the most difficult task I think in AI is helping customers today to ensure that the transactions are reliable, done well, and are built on consumer data that can be trusted, not public information that does not help to drive the customer.

Laurel: Back to your idea of ​​customer experience and business. One of the biggest questions many organizations face with the deployment of technology is how to deliver a great customer experience without compromising policy. So how can AI move the needle in this positive direction?

Andy: Well, I guess if there’s one word to think about when it comes to AI moving the bottom line, it’s growth. I think the way we think about things is about growth, allowing people or employees to do more, whether it’s increasing their knowledge, saving time, allowing things to run smoothly. Again, it refers back to augmented intelligence. And then when we go through artificial intelligence we think all about automation. So how can we provide customer service 365 24/7? How can allowing consumers to access a brand whenever it’s convenient encourage customers? So doing all these tactics in a way that moves down and drives results is important. I think there’s a third one though that doesn’t get enough attention, and it’s consistent. So we can let employees do more. We can modify their services to provide more power, but we also need to provide a consistent experience.



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