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July 08, 2024
New approach to Customer Experience (CX) with Artificial Intelligence (AI)
Challenges in implementing digital projects
None of us are exempt from doubts when undertaking a digital project. Many companies try to cushion this uncertainty by using all kinds of tools that allow them to know the opinion of their customers related to the products or services they want to launch, thus improving the customer experience (CX) and minimising risk. Data is extracted from social networks, group dynamics are created with target audiences related to the product, customer satisfaction surveys are analysed and internal interviews are conducted with product managers in order to gather all the necessary information to reveal what customers think and feel about the digital experience we want to launch. Over time, the brand evolves, the customer evolves, the technology evolves and the company continues to ask itself how it can improve so that the experience does not decline and is increasingly positive; restarting the process and creating new focus groups or surveys with the aim of obtaining more data that can give a clue as to why users behave as they do.
The role of big data and artificial intelligence (AI)
In our view, we believe that this "why" is implicit in the company's big data and that artificial intelligence (AI) is unleashing a new approach to customer experience (CX). Until now, it has been impossible to analyse all this data together and see it in context to identify the most timely insights to activate users, but the evolution of natural language processing and artificial intelligence can help automate this process. In fact, by 2025, up to 95% of customer interactions will be conducted through channels supported by artificial intelligence (AI) technology, according to Servion Global Solutions. And AI-enabled chatbots will be a key component in supporting the next generation of customer experience. With the help of AI, shoppers enjoy a more personalised shopping experience than ever before. Intelligent prediction and personalisation will make customers feel as if every product or brand experience is tailor-made for them. In turn, bot technology frees up sales assistants' time, making the process automatic, fast and seamless, designed to simulate human interactions and provide immediate, personalised responses 24 hours a day.
Deploying artificial intelligence in the customer lifecycle
But to do so, companies must take steps to deploy AI, use it to gather insights and automate campaigns. They must unify data sources from thousands and thousands of customers, analyse customer journeys using machine learning algorithms to identify the most common touch points or where friction occurs and predict future customer behaviour. This will increase customer lifetime value and reduce churn rates. The use of AI will continue to grow. In Europe, sales of enterprise AI applications are expected to grow to more than €7.8 billion by 2025, according to Statista. Thanks to the collaboration between SEIDOR and SAP, we can advise and accompany brands throughout this necessary process towards automation and personalisation of content.
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