Why despite the hype AI could be failing your customer experience strategy

Although 80% of senior decision makers in the UK rate their customer service as "excellent", their customers do not feel exactly the same. Our report & # 39;The Good, The Bot and The Customer Experience & # 39; it turned out that there is a considerable difference between what customers expect and which brands think they deliver.

As many as 91% of UK consumers say they still feel frustrated with the customer service they receive, with top complaints such as waiting too long and having to repeat their problem multiple times.

Many organizations turn to AI to improve their customer service. Despite investments in new technologies such as chatbots, virtual assistants, face recognition and natural language processing, companies are still not doing well. 48% of consumers see no benefit from interacting with a chatbot to solve problems, while 44% prefer never to use one.

The point of companies using AI-driven bots is that they enable companies to work more efficiently, improve the customer experience and build loyalty? So is it true that brands do not use them correctly? We have found that there are several factors that can cause a decoupling between brands and consumers:

Do not consider AI as a strategic entity

The introduction of technologies such as AI to optimize business operations is a missed opportunity. Brands must be strategic and use it to expand existing teams and provide decision makers with useful insights to truly influence the customer experience. From marketing and sales to support activities, AI can help to align each department better, make them more productive, offer greater customer satisfaction and, ultimately, deeper brand loyalty.

Determining "why" organizations use AI

Saving costs and improving efficiency are perfectly acceptable goals for using AI, but they must be secondary goals for the overall goal of providing a better, more personalized customer experience. This can only be achieved by taking a strategic position and understanding how a combination of front and back office implementation will improve customer service results.

Confusion about who is responsible for AI in customer experience

There is a clear inconsistency about whose job it is to lead AI in UK companies – 46% who use AI in their customer service activities place the responsibility with the CEO, with the CTO (14%), CFO (9%), CMO (6%) and COO (11%) also identified as leading AI initiatives. In addition, a quarter (26%) of companies do not encourage anyone to adopt. For AI implementation to be successful, there must be a clear vision of who is responsible for how customers think about the brand to build a successful strategy and implement technology effectively.

A lack of investment

Although investments in AI are high, a company often has many competing priorities, and this may not translate into customer service. It can be a challenge to secure additional investments, but if brands continue to under-finance chatbots, they will continue to see errors, customers will be deterred by bad experiences and potential revenue elsewhere. Companies must therefore build this into a good business case for the organization

View bots as human substitutes

More than a quarter (27%) of UK consumers said that bots responded with non-personal answers and did not resolve the issue. Yet customers still want a personal service. That is why brands should use bots, and AI in general, alongside human agents, and not replace them

Perfecting the customer experience

Brands need applause because they embrace AI to improve their customer service. However, it is clear that most companies are still just scratching how it can be effectively used to improve the customer experience.

It is up to brands to improve their strategic deployment of AI-driven customer service, whether it is the use of chatbots or integration into systems for a more consistent customer experience. From the outset, they must assign responsibility for deployment in AI, invest appropriately in technology and use it to improve internal teams and provide policy makers with practical insights.

Importantly, because consumers still value human interaction, they should also use AI to improve and not replace human customer service agents. By doing this, companies can develop AIs that mimic the behavior of their best agents, while freeing staff to focus on more complex matters. This will ultimately lead to more positive results, better all-round customer experiences, greater brand loyalty and increased value in the long term.

Interested in hearing leading international brands discussing such topics in person?

More information about Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

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