Since its inception, Artificial intelligence (AI) has grown by leaps and bounds. From being used to merely collect data and predict outcomes, it is now being used by companies as a primary technology to create cutting-edge solutions across a range of services.
There has been a steady increase in the number ‘Robots’ that can mimic cognitive functions of the human brain, such as problem-solving and responding to natural languages. Powered by advanced Artificial Intelligence (AI), these machines are now going mainstream. To catch up with the technologically-driven business landscape, modern companies are looking to leverage them into various productive roles, especially to handle the customer queries. AI machines are fluently performing the customer service roles such as a banking-assistant or a concierge in renowned five-star hotels, and their journey from fiction to the fact now seems complete. However, the main challenge faced by businesses is to make them appear as customer-friendly as possible. Here are some of the ideal ways how brands are using the AI machines to enhance their overall customer experience.
The more customer-centric a business is, the higher is its potential to drive conversions. By giving the business the opportunity to address their consumer queries in real-time, AI can boost customer experience. For instance, customers nowadays have turned increasingly impatient and usually take to Social media to get their questions answered. Bolstered by AI, brands can increase their social outreach and improve the mechanism to manage the social presence, which can lead to increased engagement. Be it a new promotional campaign or launching a new upgrade, AI can be used to process real-time data, which can enable a brand to interact with its target audience and also provide a spontaneous response. This capability to respond instantaneously can increase consumer experience, which in turn can enhance the brand’s reputations.
Managing Consumer’s Emotion
Modern brands are now employing AI programs that can recognize the voices of their customers across a range of touch points. The voice recognition systems can’t just forecast the emotional state of the customers but can also respond to them appropriately. For instance, if a customer is irate, the system can direct the representative to cajole the customer. The rep can be instructed to offer additional benefits or discounts that can prevent the customer from abandoning the business relationship with the brand. This level of escalation-handling by the system can help the new employees in handling angry customers and can manage the situations, which can lead to positive customer experience.
The goal of the ongoing research in Artificial Intelligence is to incorporate the advanced features like reasoning, communication, perception and the capability to move and manipulate objects. When consumers can communicate to these intelligent devices, the interactions would have several different outcomes. Using the information collected from such communications between their AI systems and customers, businesses can personalize the experience for each customer. For example, a bank can use the data to analyze the detailed perception of a customer and then can use it to build personalized solutions like loans or credit cards around his/her preferences. When promoted with right instance, the customers are more likely to go for them and it can also help the bank to enhance its customers’ experience.
Building Information Framework
Using AI, brands can build sophisticated information framework that is much more structured. Social media is essentially used by customers either to search for the products they need or to give a feedback on the offering they have purchased. AI can be used to monitor these two main types of buying-related actions to analyze customers’ behavior. AI can take into account various types of sentiments that drive the customers to these actions and act accordingly. By leveraging these insights brands can build deep customer profiles and match them to their social experience on various channels.
Integrated Customer Experience
Brands can also utilize AI to interact with the customers across the physical touch points. By integrating both the online and offline channels, brands can add value to overall experiences of their customers. For instance, some of the renowned brands in hospitality around the globe are using AI-powered virtual host to cater their guests in several ways. Through this, the luxury hotels are able to specifically identify what their guests want instead of leaving it to their marketing team to guess it. Thus, AI has enabled the hotel brands to ignore the conventional hospitality measurement techniques such as customer satisfaction surveys and mystery shoppers as they can now utilize the digital customer feedback directly. This is bound to improve the gross customer experience and also give them the competitive advantage.
- Today, Robots with Artificial Intelligence can mimic cognitive functions of human mind, such as problem-solving and can also respond to natural languages.
- Brands are leveraging AI to develop core consumer services which can help them to stay on top of their performance, save cost and deliver better consumer experience.