How AI is transforming the customer journey

chipespinoza
Author, Academic Director
Concordia University
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AI is changing the customer journey, and not all are a fan. Although businesses have lauded the benefits and upsides of artificial intelligence in taking over crucial roles, including customer service, many customers are adamant that artificial intelligence lacks the humanity, service and capability to understand complex situations that people desire.

People really hate phone menus, and they hate artificial intelligence assistants when they’re seeking human support - if they can tell the difference. Although customers want problems to be solved with minimal human interaction, they often feel that standard artificial intelligence implementations are clunky, unsophisticated and unable to match a human representative’s performance.

With increasing advances in artificial intelligence capabilities, howevers, customers are finding it more and more difficult to identify obvious signs of AI use. As a result, businesses have been able to implement and normalize it throughout their company. Customers have seen their journey with companies change over the years as a result of developments in artificial intelligence.

Smarter chatbots are being implemented

More and more companies are implementing chatbots to allow customers to answer relatively simple to mid-level questions, or automatically connect them to a solution or answer. Although most of these chatbots present themselves as live representatives, in fact, many can be powered by artificial intelligence with little to no apparent differences in the quality of conversation. Facebook recently launched a chatbox AI program that would enable people to place orders through Facebook Messenger without speaking to a real person.

As AI technology gets better, chatboxes can become virtually indiscernible from a real person, particularly for simple tasks or mildly complicated tasks. English courses in Manchester have utlized a similar policy. Once a customer has a seriously complex problem, however, most AI chatboxes are pushed to their limits. However, a smart company can easily incorporate a real-life representative at this point - offer customers a chance to send a ticket, or connect them to a representative over the phone as soon as possible. This can help bridge the gap between what an AI chatbox can do and what a real customer can do, while still making your customer feel like a person has listened to their problem and determined its complexity.

Marketing is getting automated

Maintaining a relationship with a customer has typically fallen down to a sales representative or the marketing team members. However, thanks to advancements in automation and AI, companies can increasingly automate how much of their marketing content and customer interactions work. For example, a company can automate when a particular customers receives email reminders about sales and ongoing campaigns.

Automated marketing can help businesses to target a particular audience for their ad content, allow them to conduct quick studies on which ads test better and enable them to find and connect with new customers to grow their base. Automation allows companies to improve the efficiency of their marketing, their targeted advertising and their expenses to profit.

Businesses are making marketing more personal

AI can also develop a customized sale that will entice a particular customer to make a purchase based on their previous history. For example, Starbuck’s membership program will sometimes offer a customer 150 extra bonus stars if they buy three particular items the store has selected based on that customer’s indicated interests and past purchases. It will also recommend items for purchase every time you have corporate event venues in Toronto to make an order, along with an enticing photo of the order. This technique can convince customers by showing them goods they’ve purchased in the past and encouraging them to crave it again.

Customers like personalization, and respond well to it. Businesses are increasingly taking advantage of this desire for personalization by employing artificial intelligence to analyze their customers’ habits and interests and offering them sales, marketing and other content that entices them to make a purchase more effectively than a generic advertisement would.

Businesses are using AI in all sorts of ways to connect with their customers and motivate them to spend more money. Although customers may feel resistant to AI, these changes are improving the shopping experience and helping companies generate better profits.

About chipespinoza

About chipespinoza

Recognized globally as a leading authority on the subject of generational diversity in the workplace, Chip Espinoza is trusted by Fortune 100 to family owned businesses to help them create environments in which all generations thrive.

He was recently named a top 15 global thought leader on the future of work by the Economic Times. Chip co-authored Managing the Millennials: Discover the Core Competencies for Managing Today’s Workforce, [email protected]: The 7 Skills Every Twenty-Something Needs To Achieve Greatness At Work, and Millennials Who Manage: How To Overcome Workplace Perceptions and Become A Great Leader.

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